Andrex Washlets

Andrex Fresh, a moist toilet tissue owned by Kimberly-Clark, faced low interest and penetration in a category that UK consumers also viewed as a taboo subject.

Andrex Washlets

Elmwood

Client: Kimberly-ClarkCategory: 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 Freshmoist 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...

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