Andrex Toilet Tissue
Elmwood
Client: Kimberly-ClarkCategory: 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...