Client:Andrex, Kimberly-Clark
Campaign:The launch of Andrex Quilts Toilet Tissue: Creating a little luxury, engaging
new consumers

The challenge

Andrex, manufactured by Kimberly-Clark, is the UK’s 7th largest brand*. Andrex Quilts premium toilet tissue variant was developed for professional women looking to ‘trade up’ to a more luxury variant and thereby attract a larger consumer base.

The team was charged with supported the business challenge of driving trial by:

• Communicate the on-pack message ‘a little softer, a little thicker…a little luxury’
• Create a direct-to-consumer high-profile “stunt”
• Excite the grocery, retail and marketing trade media
• Recreate the visual of the Andrex Puppy sleeping on a duvet wherever possible to strengthen the through-the-line marketing activity across TV advertising, online and in-store promotions

Solution

There were several challenges that were considered in the planning stages:

• Toilet tissue holds no news value or lifestyle appeal and therefore requires a highly creative approach to engage consumers and media alike
• Although the client had stipulated a “stunt”, a photocall stunt can result in no coverage and is unlikely to drive product trial on its own
• The Puppy is the only way Andrex can ‘own’ an activity so therefore had to be part of the activity

Mandate conducted consumer research to pinpoint exactly what the concept of “trading up” entailed. A taxi ride was one of the top answers and the team concluded that the “stunt” activity had to be focused around cabs and a multi-pronged campaign was devised:

• The creation of a fleet of fully-liveried Quilts cabs in London, Manchester and Dublin featuring the sleeping Andrex Puppy on the bonnet
• Injecting immediate interest by offering the ultimate little everyday luxury: free taxi rides for a week for anyone!
• News generation, a media launch party, a radio promotion and leafleting

Result

• Media coverage reach of 44.8 million people
• 6,250 consumers travelled in a free Quilts Cab
• 2.98 million consumers saw the cabs in the six months they were on the street
• The campaign was evaluated and measured by an external agency, Impact Evaluation who summarised: “Overall this was a very successful campaign that was overwhelmingly positive, delivering the key messages quite strongly”
• In addition, an uncorroborated 4.1 million people received the viral email campaign
• After 9 months Quilts market share is 2.3% value, 1.5 million target households have trialled the product since launch*
• Consumer awareness after the launch phase was 75%*
• The campaign also won the Consumer PR category in The Grocery Advertising and Marketing Industry Awards (GRAMIA)

(*source: AC Nielson)