Hey Chicago, Let It Out!(TM)

National KLEENEX(R) let it out(TM) Tour Visits Wrigley Field

Sep 17, 2007, 01:00 ET from KLEENEX

    CHICAGO, Sept. 17 /PRNewswire-FirstCall/ -- With the Cubs' season-long
 battle for the top spot in the National League Central Division, is there a
 more emotional place on Earth than Wrigley Field? Here, die-hard
 enthusiasts bleed Cubby blue, green ivy grows in the outfield and the
 62-year-old curse of the Billy Goat lingers to this day.
     Despite the fact that Chicagoans have been waiting nearly 100 years for
 a championship season, loyal Cubs fans consistently go the extra mile for
 their team, sacrificing comfort with other "bleacher bums," proudly
 painting their chests with the letter "W" even when the flag waives "L,"
 and braving Chicago's unpredictable weather for a chance at season tickets.
     Given their very public passion for sports, it's surprising that only
 17 percent of Chicagoans let it out -- or freely express their emotions --
 often especially since 83 percent believe it's healthy to do so. These
 local findings were part of a larger national study conducted by KLEENEX
 brand tissue and the polling firm Yankelovich, Inc., exploring Americans'
 attitudes about emoting.
     What's more, in the Windy City nearly 50 percent of Chicagoans -- more
 than any other city surveyed -- said that men are just as likely as women
 to let it out. Whether they root for the North Side or the South Side,
 Bears, Bulls or Blackhawks, it's clear that the men and women of Chicago
 are ready to let it out!
     Since only 26 percent of Chicagoans confess to expressing themselves
 through sports, the KLEENEX brand let it out Tour will stop by Wrigley
 Field today to turn this statistic upside down by encouraging fans to
 reveal how far they would go for their team.
     The Good Listener from the KLEENEX brand tissue national advertising
 campaign will set up shop outside Wrigley with his traveling blue couch to
 encourage fans to relive their most devoted moments. This time, the cheers
 will go beyond the Friendly Confines as participants' insights may be
 featured on LetItOut.com or in future KLEENEX brand commercials.
     Chicagoans who visit Wrigley Field (1060 W. Addison St.) from 2 p.m. to
 8 p.m. on September 18 can let it out on the blue couch about anything they
 choose, or they may reflect upon the following: How far would you go for
 your team? What gets you cheering? Are sports the best release?
     "The KLEENEX(R) brand developed this nationwide tour to provide the
 support, inspiration and tools Americans need to express themselves," says
 Matt Crum, director of North Atlantic KLEENEX Brand Development. "Chicago
 is known for historical heartbreaks when it comes to the Cubs, so it seemed
 natural that KLEENEX honor these deep-rooted traditions by giving fans a
 forum to let it out(TM) about what they love most -- the Cubs."
     Following are the key findings from the local study. For more results,
 details on the KLEENEX brand let it out Tour, or to view and share let it
 out moments through words, video or photographs, visit
     Chicago on 'Letting It Out' - Key Study Findings
     Double Play: A majority of Chicagoans believe it is good for one's
 emotional (83%) and physical (82%) health to let it out.
     There's no "I" in Team: Nearly 80 percent of Chicago residents agree
 that to let it out, they just need support from others.
     A League of Their Own: Americans tend to think women let it out more
 than men, but in the Windy City, nearly half of residents (44%) say that
 men let it out just as much.
     "I Don't Care if I Never Get Back:" Given Chicago's cold winters, it's
 no surprise that a favorite let it out venue among Windy City residents
 (34%) is on vacation.
     About the Study
     Results for the study entitled "Letting It Out in America: The Social
 Landscape for Expressing Emotions" were obtained through online interviews
 among a representative sample of American men and women over the age of 18.
 A total of 3,400 interviews (1,000 nationally; 2,400 in 12 cities) took
 place between Jan. 24 and Feb. 15, 2007. The margin of error for the
 national study is +/- 3.1%.
     About Yankelovich, Inc.
     The Segmentation Company (TSC), a division of Yankelovich, is a
 full-service custom research division conducting research for business, the
 media, associations, and government. It specializes in studies conducted
 for media release as well as in segmentation research, positioning studies,
 brand equity and market sizing. Yankelovich, Inc.
 (http://www.yankelovich.com) delivers measurable breakthroughs in marketing
 productivity for it clients. For more than 30 years, the Yankelovich
 MONITOR has tracked and forecasted consumer value and lifestyle trends.
 Yankelovich is headquartered in Chapel Hill, NC.
     About KLEENEX Facial Tissue
     The world's first and America's best-selling facial tissue, the KLEENEX
 brand is recognized by families in more than 150 countries. Invented in
 1924, Kleenex tissues were initially marketed as a sanitary way to remove
 cold cream and makeup. Once advertising was shifted to emphasize the
 product's use as a disposable handkerchief, however, sales soared. Always
 the innovative leader, Kleenex brand facial tissue has met the needs of
 consumers for more than 80 years with products that provide the comforting,
 reassuring touch to make things better.
     About Kimberly-Clark
     Kimberly-Clark (NYSE:   KMB) is a leading global health and hygiene
 company with operations in 37 countries and product sales in more than 150.
 Kimberly-Clark and its well-known global brands are an indispensable part
 of life for people in more than 150 countries. Every day, 1.3 billion
 people -- nearly a quarter of the world's population -- trust K-C's brands
 and the solutions they provide to enhance their health, hygiene and
 well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex
 and Depend, Kimberly-Clark holds the No. 1 or No. 2 share position in more
 than 80 countries. To keep up with the latest K-C news and to learn more
 about the company's 135-year history of innovation, visit