Kimberly-Clark is launching a £2.5m campaign for its Andrex toilet tissue brand, promoting a partnership with the charity Teenage Cancer Trust. It is endorsed by pop band McFly.
The ad, created by JWT, features the Andrex puppy icon in a Christmas story and messages of the members of McFly encouraging consumers to support the partnership. It breaks on Novem- ber 17 and will be supported by a promotional and experiential drive.
An on-pack promotion, which appears on special packs of dry and Fresh Andrex, encourages consumers to participate by collecting a token from the packs and sending it off, along with £6, to receive a limited edition Christmas Andrex Puppy, dressed in a Teenage Cancer Trust-branded blue scarf and bobble hat.
In a bid to raise further money for the charity, ten giant Andrex Winter Puppies, signed by McFly, will be auctioned on eBay next month.
A dedicated area has been developed on the Andrex website, which shows a virtual recording studio in an igloo and a competition to win VIP backstage tickets to see McFly on tour. It has been created by digital agency SMP.
A mobile experiential campaign, developed by Candour, will be touring a number of UK cities where people can participate in real snowball fights, with the proceeds going to the charity.