Andrex – From Bottoms to Beauty Essentials

JWT

SUMMARY

For Andrex, the market leader, the communication codes of the toilet paper category in the UK have become a double-edged sword. Invented and pioneered by Andrex, 'Soft, Strong and Long' expressed through euphemism, the family, kids and cartoons, has remained unchanged for more than thirty years.

In 2009, Andrex was still the market leader, but was increasingly falling prey to the worst recession in fifty years combined with the rising quality and omnipresence of own-label product. Something needed to change. And fast.

So when Andrex came to us with a brief for a new variant – Andrex Shea Butter – we saw a glimmer of (shimmering, sexy) light at the end of the tunnel.

This is a tale of transformation. It's a makeover. It's 'How to Look Good Naked' and 'Ten Years Younger' all rolled into one.