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Target: Men + Women, Aged 20-30. Makes $25-40K annually. In the throes of their 20s, still learning how to be adults. First or second job, no kids. Still eats boxed mac n cheese for dinner with semi-regularity, lots of problems and emotions to cope with.

Insight: It wasn’t long ago that the target audience was in the care of parents, and sometimes need that caring presence to pick them up when they’re down and accept them without judgement.

Key Message: Kleenex absorbs your emotions and problems so you can let them go.

Partner: Rachel Fisher