Andrex toilet tissue is the UK's biggest-selling non-food or drink supermarket product. It has around one-third value share of the total UK toilet tissue market, almost four times its nearest rival Cushelle, and more than all other branded products put together. Combined annual sales for the year to Nov 2019 were estimated by IRI (quoted in The Grocer) at £362m, up almost 12% on the year despite no significant increase in total unit volumes. To counter the intense competition from own-label products (which now command more than half the UK market), owner Kimberly-Clark has consolidated Andrex's premium positioning with added-value variants and bigger packs. The brand holds a special place in the hearts and minds (and other places) of British consumers, not least because Andrex was the UK's first soft toilet tissue when it was introduced by US company Scott in the 1940s. Previously hard, waxed papers had dominated the market. The name came from St Andrews Mill in East London, where it was manufactured. Around 30 years later, agency JWT introduced a cute-as-can-be Labrador puppy as the Andrex brand icon in what was then the first ever TV ad for toilet paper. Still running today in the background of current ads, it is one of the country's longest-established and most popular advertising campaigns. The puppies have also been rolled out into Kimberly-Clark's other markets in support of local toilet paper brands including Cottonelle and Scott in the US; Hakle, Scottex and Page in Europe; Petalo in Mexico; and Kleenex in Asia.
Capsule checked 9th April 2020
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