Skymark, a leading independent manufacturer and supplier of high quality, embossed, plain and printed flexible films has partnered with Kimberly-Clark to develop a new vibrant and exciting packaging format for its range of Andrex toilet tissue.
By using novel blown extrusion and printing technologies Skymark enabled Andrex, the nation’s leading toilet tissue brand, to improve the visual architecture of its packaging to provide consumers with the opportunity to look into the product itself and increase product shelf appeal. The iconic Andrex Puppy graphic across the entire range in conjunction with the use of Skymark high definition flexographic print capability allowed Andrex to improve and better co-ordinate its brand management.
Paul Neath, Skymark Director commented “By working closely with the Kimberly-Clark Andrex Marketing, Graphic & Technical Teams, we have been able to develop new elements to the packaging that create shelf appeal and consistency. When combined, these changes improve the shopper experience by creating an aisle that is not only more engaging but simpler to navigate. In addition, the complementary moist and dry toilet tissue products are now aligned and can be displayed together on shelf.”
Skymark, Ilkeston produces multi-layer blown polyethylene films, which are used in several applications including lamination and general-purpose films to a width of 2.6 metres. The specialist film developed specifically for the new Andrex range has been created to offer Kimberly-Clark excellent product appearance but also optimised product processing within their toilet tissue production facilities.
Kimberly-Clark Andrex Marketing Director Karel van der Mandele commented “The updated packaging will interrupt the shopper gaze, while new visual cues for each product will inform and educate the shopper.
“The re-launch will encourage purchase of both dry and moist products to add value back into the market”, he added.
The refreshed Andrex portfolio is part of an ongoing £60m investment from Kimberly-Clark designed with their consumers in mind. Its aim is to provide improved consumer experience in store, regardless of the shelf space or retail environment and to communicate the Andrex commitment to help consumers achieve enhanced levels of cleanliness. The roll-out of the new portfolio started in February and is expected to be completed by April 2015.