Hey Chicago, Let It Out!(TM)
National KLEENEX(R) let it out(TM) Tour Visits Wrigley Field
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 http://www.LetItOut.com. 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 http://www.kimberly-clark.com.RELATED LINKS
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