Andrex - From Bottoms to Beauty Essentials

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

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...

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