Service innovation to grow the core: Kleenex Pollen Pall

Service innovation to grow the core was the fascinating topic of a Linked In post I recently read (1). The author, Guillaume Gaussens, starts with a great summary of core growth: “Selling more of your existing stuff to more people, more frequently, at higher margin if possible.” We have a similar, shorter summary of ‘SMS’: Sell More Stuff. It’s often a lonely job banging the drum for core brand growth (our book is still the only one on the topic). So, I love it when someone also sing its praises.

Guillaume goes on to suggest that core growth drivers include “new processes, new experiences, new channels”. He shares Barilla’s Spotify playlists as an example (2). The playlists help you cook the perfect pasta (3). Once your water is boiling, you add your pasta and press play on the playlist corresponding to your specific type of pasta. When the playlist is done, your pasta is too! This raises awareness of the Barilla in a culturally relevant way.

The post got me thinking and looking for more examples of service innovation to grow the core. And I found one that I think is even better: Kleenex’s Pollen Pal app to help allergy sufferers (4). The app gives you both the pollen count levels and weather forecasts in your local area when you enter your postcode. It was created in partnership with agency Kinesso. In this post, I explore why this is such a great idea.

1. Service innovation solving a real problem

The Kleenex Pollen Pal app embodies the concept of ‘Youtility’ that I posted on here. This term was coined by Jay Baer to describe marketing that delivers usefulness not just sales promotion. By offering an accurate, location-based pollen forecast, Kleenex transforms itself from purely a tissue provider into an active problem solver. It entwines the brand into the daily routines of allergy sufferers in a genuinely helpful way.

2. Reinforces core brand idea

This initiative reinforces the core brand positioning of Kleenex in the UK, which has long been associated with care and comfort. Known for being the go-to tissue brand for colds and flu, Kleenex extends this equity into the allergy space, positioning itself as a trusted ally during pollen season. The Pollen Pal app strengthens the brand’s emotional connection with consumers by demonstrating a deep understanding of their seasonal needs and offering a practical solution.

3. Sells more stuff

Crucially, the app also drives commercial impact by creating a direct link between pollen count awareness and the Kleenex Allergy Comfort range of tissues. By providing real-time alerts, Pollen Pal nudges users towards a proactive purchase decision—ensuring they have soft, soothing tissues at hand before symptoms escalate. This strategic approach moves beyond traditional advertising to actively influence buying behaviour at key moments of truth.

4. Drives online visibility

Beyond direct sales impact, Pollen Pal has significantly boosted Kleenex’s online visibility. Organic search traffic to the brand’s site surged by over 900% during the peak pollen season compared to the previous year, according to Kinesso’s case study (5). This surge in engagement establishes Kleenex as a leading authority in allergy relief, ensuring the brand remains top of mind when consumers seek solutions for seasonal symptoms.

5. Captures first party data

The app provides a valuable channel for first-party data capture. By encouraging users to sign up for personalised pollen alerts, Kleenex gains direct access to a highly engaged audience. This data not only enables more targeted and relevant marketing but also builds a foundation for long-term customer relationships, strengthening brand loyalty beyond a single allergy season.

Kleenex Pollen Pal exemplifies how service innovation can help grow the core. By successfully evolving from a product into a proactive partner in allergy care, Kleenex is solving real problems, reinforcing its brand positioning and driving both sales and digital engagement.