How a Goldfish Helped Andrex Ultra Achieve Brand Leadership

Mo Fisher

Launch of Andrex brand into the kitchen roll market: difficult because it had become a commodity market with very high own-label penetration.
Agency: TBWAAuthor: Mo Fisher

How a Goldfish Helped Andrex Ultra Achieve Brand Leadership

SUMMARY

This is a case history about what seems to be an easy task: to launch the Andrex brand into the kitchen roll market. Although we achieved success, it was very difficult because the kitchen roll market has one of the highest own-label penetrations of all markets. It had become a commodity market. Scott decided to attempt to turn the market round by making consumers value quality and superior performance. It developed a new base sheet with superior absorbency and, in order to maximise...

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