Andrex toilet tissue is the UK's biggest-selling non-food supermarket product. Andrex has around one-third value share of the UK toilet tissue market, almost four times its nearest rival Velvet, and more than all other branded products put together. Combined annual sales for the year to Nov 2017 were estimated by IRI (quoted in The Grocer) at £348m. 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 (now Kimberly-Clark) 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, 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. Adbrands does not currently offer a full business profile for this brand but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Who are the competitors of Andrex? See also Household Care Sector for other companies
Capsule checked 4th January 2018
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