Andrex links up with Bluewater for seasonal work

by Samuel Solley, Marketing 10-Nov-04

Andrex is adopting a seasonal approach to its promotional strategy by sponsoring an ice rink and creating its first festive products.

The Kimberly-Clark toilet tissue brand has struck a six-figure deal with the Blue-water shopping centre to sponsor its outdoor ice rink, which will be open to the public from later this week until mid-January.

Andrex will receive high-level brand support at Bluewater, including a large Andrex logo that will be embedded into the ice. The shopping centre is expecting more than 20,000 visitors to the rink over the coming months, and all visitors will receive an Andrex Puppy soft toy in return for a small entrance fee.

The sponsorship backs the launch of a limited-edition Andrex winter pack called Winter White, which will be available until February. Packaging will feature two Andrex puppies playing in a winter scene.

Earlier this year Andrex confirmed it was dropping its 'Soft, strong and long' strapline, which it had used for 32 years (Marketing, 28 July).

The move to 'Tuggable huggable softness' was made in a bid to differentiate itself from competitors.

According to ACNielsen, the UK toilet tissue market is worth £861m. Andrex has a 36.6% value share, while rival Velvet has a 10.1% share.