Summary
Andrex Fresh, a moist toilet tissue owned by Kimberly-Clark, faced low interest and penetration in a category that UK consumers also viewed as a taboo subject. So Andrex rebranded Fresh as Washlets, with campaign materials emphasising the use of Washlets every day, changing customers' minds about whether dry toilet tissue alone was sufficient. Packs were also completely redesigned to gain better shelf standout. One consumer fear about moist tissue was addressed with the addition of prominent "flushable" signs on packs. 'Washlets' was chosen as a friendly and accessible new name. Post campaign, Andrex achieved a 51% increase in UK sales for the brand.

Summary
Andrex toilet tissue is the UK's No. 1 non-food brand, however, consumers were increasingly viewing the brand as 'non-relevant'. Brand bonding figures had reduced by 50% and by 2011, volume sales had been decreasing for six years. As bathroom tissue is a low-interest category, a redesign of the packaging was undertaken to make the most of the very brief attention shoppers give it. The final design used shape theory to convey comfort and quality and featured the brand icon - the Andrex puppy - looking out to emotionally engage consumers. The new packaging design increased brand bonding by 32%, grew volume sales by 13% and sales figures demonstrated that Andrex had taken sales away from competitors.

Summary
Despite being a clear second to Kleenex on all measures, facial tissue brand Scotties sought to become the branded category leader in Canada. Research uncovered the influence of pack design on purchase, prompting Scotties to move away from category norms (like product softness) and focus on the tissue box itself. The 'Inspired Design' brand idea offered Scotties in a range of in-vogue box designs. This positioned the brand as the 'perfect finishing touch' to a room for a 'Practical Planner' segment of women for whom home decoration was particularly important. A limited media budget was channelled into TV billboards on home-design shows, ads and advertorials in home and style magazines and online promotion. During the four-year campaign, Scotties went from 21.7% share of tonnage volume to 29.4% - an increase of 35% in a declining category - against a target of 25%.

Summary
This document highlights best practice in using search advertising in the household and domestic sector with cases from Kleenex (USA), Pedigree (Australia), Arm & Hammer Cat Litter (USA) and Everest (UK).

Summary
This document highlights best practice in using experiental marketing effectively in the household and domestic sector with cases from edding (Germany), Velvet (Ireland), Franz China (Taiwan) and Supor (China).

Summary
Velvet was struggling as the number two brand in the UK toilet paper market, so decided to address this by adopting an environmental positioning. It set out to make caring for the environment an important purchase decision criterion, changing the rules of the category by adding sustainability to the traditional category rules of softeness, strength and length. By putting its environmental credentials at the heart of advertising, Velvet's "three trees" advertising more than doubled the short-term effectiveness of its communications and achieved a payback of £1.84 for every £1 invested in marketing.

Summary
This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand opportunities, operations and strategy are identified and recommendations for the future offered.

Summary
This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand opportunities, operations and strategy are identified and recommendations for the future offered.

Summary
Featuring case studies from Sponge Towels (Canada), Cashmere (Canada), Plenty (UK) and Kimberly-Clark (Australia), this is a collection of Warc's best case studies on how to reposition toilet roll and paper towels.

Summary
Kleenex was in a decade-long slide in the US, with sales, share and other key business measures all in decline. The "Softness Worth Sharing" program was developed to stem the decline. Using a newly-improved, softer tissue as an impetus, Kleenex was repositioned from a tissue to a Gesture of Caring, enabling over 1,000,000 people to share it and show their loved ones they cared. While the objective was to hold share, Kleenex grew +1.3 dollar share points during the program and sales grew +3.1% versus the previous year.