Kimberly-Clark inspiration

In the AIGA collection (volume 365: 31) from 2010 I found this funny product that I thought was really appropriate since summer is coming. Because of our products this semester I guess I've been thinking a lot more about product design and this one really stood out to me. It's eye-catching but also a little confusing... are we supposed to want to eat the tissue box? By the design firm Kimberly-Clark.