Andrex Toilet Tissue

Elmwood

Client: Kimberly-Clark
Category: Packaging (Branded – other)

Executive summary

Andrex is the UK's No.1 non-food brand and their puppy is Britain's favourite brand icon. However, consumers were increasingly viewing the brand as 'not relevant'. Brand bonding figures had reduced by 50%, 67% of volume was sold on deal and volume sales had been decreasing for six years.

In a declining market, Andrex needed to justify its price premium, emotionally re-engage with customers and stand out on shelf - all in a category that's shopped in just three seconds.

The results gained from Andrex's new packaging exceeded expectations. Post-relaunch, value and volume sales increased in every quarter in 2011, and overall volume sales across all dry toilet tissue, up to May 2012, increased by 60.5 million rolls (Nielsen MAT to 12.05.12 vs. previous year).