Most loyal Andrex users were getting older. At the same time, younger women were not being brought into the brand (and so a decline in volume lay ahead, albeit somewhat distant).A new variant - Andrex Shea Butter - was used to establish a relationship with a new target audience and tapping into the personal care market.
Andrex – From Bottoms to Beauty Essentials
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...