Andrex Washlets

Elmwood

Client: Kimberly-Clark
Category: 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 Fresh moist 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 a big taboo for consumers.

In fact, without a meaningful consumer proposition, nobody thought that Andrex Fresh was the right product for them. 'Fresh' was a dated name, with negative associations of air fresheners and cleaning products. And it wasn't an aspirational state, and neither was moistness - but clean was.