The Clean Campaign, due to air in January, aims to change perceptions of moist tissues as “taboo” and encourage people to try the products and adopt them as part of their daily routine rather than associate them with ill-health.
Jon White, European marketing director for Kimberly Clark, told Marketing Week: “At Kimberly Clark our communications are all about behaviour change. It’s not just advertising, not just about telling consumers things, but taking them on a journey and engaging them.”
Andrex is working with ITV to develop a campaign including advertising and programme sponsorship, but it is not yet known which ITV programmes will be part of the deal.
It will create a mini-series of “TV programme style” ads that see O’Porter arrive unannounced at a series of events such as fitness classes, antenatal classes and an awards ceremony to promote the product.
TV ads will be supported with PR, experiential, digital and sampling activity.
Since the initial relaunch campaign Andrex has seen sales of Washlets increase 40 per cent and doubled penetration of the category.