More banks say, "pass the tissues, please".

• Position: Marketing News - Brief article

A number of financial institutions appear to have been "blown away" by the success of a tissue-pack marketing campaign launched in April 2006 by Commerce Bank (assets: $43 billion; 400 locations), Cherry Hill, N.J.

As a result, five other banks have launched tissue-pack campaigns of their own. According to the vendor, AdPack USA, New York, the banks are PNC, Pittsburgh; American Founders Bank, Lexington, Ky.; Chelsea Groton Bank, Groton, Conn.; First Place Bank, Elyria, Ohio; and State Bank of Long Island, New Hyde Park, N.Y.

Commerce Bank initially ordered 250,000 tissue packs. The packs featured the bank's "Mr. C" cartoon character on the outside and a coupon insert offering a cash incentive for consumers to open a new account. The bank distributed them at select branch offices, nationwide sporting events sponsored by the bank, minor league baseball games, business conventions/meetings and a range of local community events.

The response was so strong that several months later, the bank ordered 2 million more packs. The bank estimates that it...