Andrex Aloe Vera in £1.3m revamp
Kimberly-Clark is spending £1.3m to promote the relaunch of its premium Andrex with Aloe Vera brand.
The overhaul will include an updated strapline, 'Keeps skin happy', and packaging. The product's name will change from Andrex with Aloe Vera to Andrex Enriched with Aloe Vera.
Kimberly-Clark said previous marketing had confused consumers with too many messages. Activity will now focus on the key brand benefit of looking after skin.
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The campaign will include TV ads by J Walter Thompson and point-of-sale work.
Launched in 2001, Andrex with Aloe Vera has grown into a £29m brand in the UK.
Last year Andrex, the toilet paper market leader, axed its 32-year-old strapline 'Soft strong and long' (Marketing, 28 July 2004).
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