Andrex

Clean is a Feeling

Andrex is the number one non-food brand in the U.K, and has enjoyed the position of market leader for decades. However, its leadership position is being eroded by an increasingly competitive set of branded and private label products; products which are not only more affordable, but also offer the kind of luxurious quality that was once exclusive to Andrex.

 

To secure Andrex’s position as the nation’s leading brand of toilet tissue, we needed to win the next generation of consumers and, in particular, young families. The problem is that this group buy an interchangeable set of toilet tissue, because they don’t see any meaningful difference between products. Additionally, this group isn’t that engaged or interested in intimate hygiene so a product that’s ‘good enough’ will do.

 

Our task was to transform the physical act of wiping, to a conscious act of care. This would help young families appreciate the meaningful difference that Andrex provides; not just in its ability to physically clean, but also the emotional benefit of that superior clean - refreshed confidence.

 

Introducing ‘Clean is a Feeling’. A digital first campaign, designed to work across social, in small formats, and make a big creative impact in a small amount of time. With this approach and creative platform, ‘Clean is a feeling’ marks a new, more emotive direction for the UK’s favourite toilet tissue.

The Insight

Being clean isn’t just a physical state, it impacts the way that we feel. True cleanliness gives us the confidence to be at our best.

The Idea

‘Clean is a Feeling’ is a cheeky ode to the confidence we all feel when we’re clean and at our best. It’s a celebration of happy bottoms of every shape, age and size. It shows how Andrex’s superior design, from the 3D-WAVE in Classic Clean to the Micellar Water in Washlets, actually makes you feel refreshed. This refreshed confidence is important in moments that happen every day of our lives, whether it’s exercising, when we’re out and about at festivals, if it’s that time of the month, or even when we’re about to become intimate with someone. And of course ‘Clean is a Feeling’ includes the happiest (and fluffiest) posterior of them all, the iconic Andrex puppy.

The Work

‘Clean is a Feeling’ is a digital first campaign, designed to work across social, in small formats, and to make a big creative impact in a small amount of time. This helps us to connect with the next generation of Andrex customers. With this approach and creative platform, ‘Clean is a feeling’ marks a new, more emotive direction for the UK’s favourite toilet tissue.

 

Results

  • +16% young family household penetration for toilet tissue
  • +30% young family household penetration for Washlets
  • Increased key perception metrics, such as "Cleans better" and "Cares for my skin".
  • Increased average product rating to 4.7 out of 5
  • Highest brand equity in the category