Kimberly-Clark (K-C) is extending its iconic Andrex puppy into a branded toilet roll called Puppy on a Roll, which will be launched early next year. This is the first time that K-C has launched a toilet tissue with Andrex puppies embossed on the roll since Andrex ads featuring the bouncy labrador first hit the TV screens in 1972.
K-C will be supporting the launch as part of the &£7.16m advertising spend on the Andrex brand. J Walter Thompson handles advertising for the brand. Puppy on a Roll will be available in January next year and will not be positioned as a premium brand.
Andrex marketing director Joe Bromilow says: “As the leading brand in our field, we are trying to maintain a good level of interest. The launch will create fun in the category.”
Bromilow says that he is not expecting the launch to replace the existing Andrex branded toilet rolls. “Puppy on a Roll will not target children or mums exclusively, but we expect it to be universally accepted,” he adds.
In a separate move, earlier this year the company decided to drop the price of its Andrex aloe vera and reduce the sheet count from 240 to 180 in a bid to increase its market share (MW January 30).