The toilet tissue brand has sent fans a message notifying them that the change will happen later this month (20 December). Despite Andrex giving no indication it is a prelude to the Labrador pup being axed from the page altogether, fans have been quick to voice their displeasure at the move.
One fan posted: “Why change? Puppy= interesting. Lavatory paper, however superior, necessary but not fascinating.”
Another message reads: “Think this is a mistake …. Andrex just means toilet Paper !!”
A third message says: “Why is the name changing from Andrex Puppy to Andrex? Are they killing you off?”
Kimberley Clark created the “Andrex Puppy” digital profile, which has around 590,000 Likes, in 2011 to encourage positive brand discussion. Rather than having product-focused posts, updates on the page are from the puppy with the brand pushing for a more casual and relaxed tone to its communications with fans.
Kimberley Clark was unable to provide a response by the time this article was published.