I suppose you can ask why a product like Kleenex needs to advertise. I would argue that there is brand cultivation to consider. The Let it Out campaign does a brilliant job of creating a valuable and emotional place for Kleenex within the lives of consumers.
A blue couch on the sidewalks of major cities becomes a place where total strangers sit and talk about what has made them cry and often the reminiscing leads to more tears. It's a good thing that there is a box of Kleenex right in front of them.
The spots are well shot with great music. They lead you to the Kleenex site that has a Let it Out Blog. It work really well.
I' m misting up just talking about it.
Photo Courtesy of Flickr user Artamnesia