Kimberly-Clark has signed a headline sponsorship deal with the Tower of London and Hampton Court Palace ice rinks to promote its Andrex Toilet tissue brand.
The new tie-up coincides with the launch of its limited edition winter white packs, which are being sold at major retailers.
The deal comes ahead of this weekend’s official launch of the Tower of London ice rink, with Hampton Court Palace open to the public next weekend.
The company relaunched its core range of Andrex toilet tissues earlier this year in an effort to bring the brand more into line with the contemporary look of UK bathrooms. The project, which has been in the pipeline for two-and-a-half years, comprised new pack designs developed by agency Big Idea.
In May, Kimberly-Clark consolidated the advertising business for its European and North American personal care brands into WPP-owned JWT, which won the £90m worldwide advertising account for its tissue brands – including the Andrex and Scott accounts – from FCB in 1999. The agency also works on its Kleenex, Cottonelle and Viva brands.