Andrex Washlets
Elmwood
Client: Kimberly-ClarkCategory: Packaging (Branded - other)
Executive summary
After 20 years on shelf, Andrex Fresh had failed to make a significant impression on the UK market.
Andrex Fresh
For generations, people have been using toilet roll. It's perhaps the most fundamental of all daily routines, so why change?
Kimberly-Clark launched Andrex Freshmoist toilet tissue in 1992. Despite 20 years on the shelves, the product had failed to make a significant impression on the UK market. Penetration was low - at around 14% in the UK - and the product itself was...