K-C courts price war as Andrex gets a makeover

Kimberly-Clark (K-C) is slashing prices on its Andrex brand and could drop its famous “soft, strong and long” strapline, after reducing the size of the toilet roll.

K-C is planning a summer marketing push for the Andrex range, which will start in August, and could include an ad campaign.

The company is understood to be reducing the number of sheets in each toilet roll from 280 to 240. It is also thought to be dropping the price, which varies between £1.89 and £2.19 for four rolls, to between £1.65 and £1.85, depending on the retailer.

According to industry insiders, the price reduction will have an impact on all major toilet tissue brands, including Procter & Gamble’s (P&G) Charmin. The move is also expected to hit the own-label toilet tissue market.

A source says: “K-C might have to change its strapline for Andrex to something like ‘best ever’ or ‘even softer’ and forget about the length of the roll.”

J Walter Thompson creates the ads for Andrex, which feature the golden labrador puppy.

A spokesman for K-C confirmed that a “major initiative” is planned for Andrex this summer, but would not comment further on the initiative. However, he adds: “Andrex won’t be doing anything that affects the core positioning of Andrex. It is absolutely committed to the ‘soft, strong and long’ positioning of the brand.”

Last year, K-C almost doubled its ad spend on the Andrex brand to £14m to fight P&G’s onslaught in the toilet tissue sector.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here