Andrex®, the UK’s leading toilet tissue brand, has announced an evolution of its new multi-channel campaign ‘How Andrex® Do You Feel?’ following the campaign’s success in 2014.
The campaign highlights how difficult adults find it to talk about their toilet habits, unlike children who have the innocence to express themselves freely. With this in mind, the programme was developed to use the charming quotes from children to allow adults to express how clean they feel after going to the loo.
The evolution from last year’s campaign was launched with a new 30’ TV advert, on air from 6th August. Filmed on location in London, the advert begins by asking an adult how clean Andrex® makes them feel. Too embarrassed to answer, it is up to schoolchildren to help them express, by offering their charming and unique answers to the same question.
Andrex® has invested £10m in the campaign, which will be supported in-store by retailer promotions, bespoke packaging and product displays. A comprehensive PR programme will underpin all activity, to drive consumer participation in the campaign. It will be supported in-store by retailer promotions, bespoke packaging and product displays.
With creative by J. Walter Thompson, media planning and buying by Mindshare, shopper activation by SMP and PR managed by salt communications, the programme will make use of a diverse mix of media consisting of TV, social and print.
Matt Stone, Andrex® Marketing Manager said: “We know how important it is to feel clean, which is why Andrex® is on a mission to elevate the standard of clean across the UK. This campaign is about encouraging consumers to consider the importance of proper intimate care to their personal wellness in a fun and light-hearted way.”