J Walter Thompson’s last roll with the Andrex puppy will be screened
next month as part of a pounds 1m television campaign to support the
brand’s tie-up with the launch of the Walt Disney film 101 Dalmatians.
A new campaign by FCB, which picked up the pounds 8m UK account last
month as part of a European consolidation, is under development and will
be revealed in the new year. Ben Anderson, Kimberly-Clark’s UK
household products marketing director, emphasised that the puppy,
central to Andrex’s advertising strategy for the past 24 years, will
survive the change of ad agencies.
The film promotion, which allows consumers to swap a token from nine-
roll packs for a free ticket to the film, also sees the Andrex puppy on
the packaging of the toilet roll for the first time, along with several
‘The puppy as an icon demonstrates perfectly how the brand works,
illustrating the positioning of soft, strong and long,’ said Anderson.
‘It will stay on the pack after the promotion finishes.’
The ad shows the Andrex puppies’ mother shopping for Andrex toilet-
tissue herself, to ensure a supply of film tickets for her pups.
Kimberly-Clark is about to launch another brand extension to its Kleenex
Facial Tissues. And Kleenex Ultra Balm will be supported by a TV ad
featuring the ‘three girls’ that have advertised the brand since 1991.
Anderson says the brand’s share of the toilet-tissue market soared to
35.4% at the end of September following its relaunch, up from an annual
average of 22%.
As part of the tie-up with Disney, Andrex is sponsoring an ad for the
National Canine Defence League, which will be shown immediately before