Kimberly-Clark is spending an estimated pounds 300,000 on a five-month
PR drive to revitalise the Andrex puppy icon, following its acquisition
of the toilet tissue brand in January.
Lexis Public Relations beat two others to win the contract which is part
of a marketing campaign to launch a new, improved, softer formula.
The PR campaign will run alongside a new advertising push by Andrex’s
European agency J Walter Thompson, which breaks in September.
Lexis joint managing director Bill Jones declined to divulge details of
the campaign but said it is understood that the programme will aim to
gain national media coverage for the new formula.
Kimberly-Clark, which merged with Andrex’s parent company Scott Paper in
January, is also planning a publicity campaign to celebrate the 25th
anniversary of its famous advertising icon, the Andrex puppy, next year.
The merger was given the go-ahead by the European Commission on the
condition Kimberly-Clark divests itself of Kleenex toilet tissue - a
main rival to Andrex.
The company is now putting its PR spend behind Scott’s product Andrex,
the market leader.
Andrex faces competition from own label ‘luxury’ toilet tissues and
Dixcel, which is planning to take on the puppies with a pounds 2.5
million TV advertising drive to re-launch Dixcel KittenSoft.