Andrex brand axed in Scott realignment

BYLN: By Alan Mitchell

Andrex, the UK’s seventh biggest grocery brand, is to be axed by

its parent Scott Paper as part of a global realignment of brands.

The final details of the plan are still being discussed but the first step will be to endorse Andrex with the name Scottex the name under which the brand is marketed in most

of Europe and then gradually to increase the emphasis on Scottex while withdrawing the Andrex name.

“Our overall strategy is to capitalise on the Scott name globally,” says a spokesman for the company in Philadelphia.

He also confirms that the Andrex brand will eventually disappear.

However, the famous puppy advertising will survive the upheaval.

The most recent campaign, through J. Walter Thompson, was designed for European and Asian markets and the concept has also been extended to US advertisements.