The Kleenex Score

Our Work The Kleenex Score A first-of-its-kind rating system on IMDb that helps movie lovers prepare for emotional moments CLIENT Kleenex OFFICE United States What if you knew how many tissues you’d need before watching a movie? Introducing The Kleenex® Score— a brand-new IMDb rating system that lets you know just how emotional a film will be. Whether it’s a heart-wrenching drama or a nostalgic favorite, The Kleenex® Score prepares you for all the tearjerking moments. Challenge Idea Growth AT A GLANCE 251MM Reach AT A GLANCE +14.4% Sales Increase vs YA AT A GLANCE +35% Of purchases were from new buyers AWARDS 2025 CANNES LIONS Media SILVER LION 2025 CANNES LIONS Creative Commerce BRONZE LION PRESS 13 creative campaigns to know about today Ad Age Kleenex and IMDb Rate Tearjerker Titles with 'The Kleenex Score' Little Black Book Film-Centric Tissue-Brand Initiatives Trend Hunter IMDb introduces ‘Kleenex score’ to rate tear-jerker movies CW33 RELATED CONTENT HELLMANN'S Sweet Sandwich Time A catchy Big Game ad featuring Andy Samberg and Elle Fanning celebrating the magic of Hellmann's mayo READ CASE STUDY BLUE SQUARE ALLIANCE AGAINST HATE Sticky Note A powerful reminder that the blue square is the universal symbol in standing up to Jewish hate READ CASE STUDY