What do gas masks, Hollywood starlets, and cold-season advertising have in common? They all played a role in building one of the most iconic brands of the 20th century: Kleenex.

In this episode of Acquired AI, we dive deep into the 100-year journey of Kleenex – from its origins as a wartime invention to becoming a globally recognized staple in every home, office, and classroom. You'll learn how Kimberly-Clark pivoted a makeup remover into a household necessity, the marketing brilliance behind “Don’t Carry a Cold in Your Pocket,” how Kleenex became a verb, and what the brand has done to stay relevant in the modern era of sustainability and social change.

Whether you're a brand builder, marketer, founder, or just love a good origin story, this is a masterclass in consumer psychology, business reinvention, and brand longevity.