Andrex plots £5m debut for luxury toilet tissue

by Samuel Solley, Marketing 18-May-05, 11:27

Andrex is introducing its first luxury range and the UK's first three-ply toilet tissue, called Quilts.

Andrex owner Kimberly-Clark is investing more than £5m in next month's launch of the line, encompassing a high-profile, multimedia marketing campaign.

The roll-out marks a shift in focus for Andrex. The brand has traditionally viewed the family as its core market, but the Quilts range will target a young, professional, urban audience.

Packaging will feature the strapline 'A little softer, a little thicker, a little luxury'. The range will be priced at £1.89 for a four-roll pack, 20p more than regular Andrex.

The promotional campaign, which uses the slogan 'Little luxuries', includes TV ads created by JWT that break in mid-June. These feature the iconic Andrex puppy and a young couple in a bedroom.

The activity is a departure from the brand's previous advertising set in bathrooms and featuring children.

To support the luxury theme, a fleet of branded taxis will drive around London, Manchester and Dublin offering consumers a free journey.

An in-store promotion will run in the major supermarket chains, offering luxury gift boxes and weekend breaks. Andrex is also planning to organise a viral email campaign, a website at iwantalittleluxury.com and a tie-up with LBC 97.3FM.

Andrex has been the leading brand in the UK toilet tissue market since 1961. Sales have grown by more than £20m in the past year to £281m, according to ACNielsen. It achieved a 33% value share and 28% volume share of the dry toilet roll market. The entire category is worth £847m.