British toilet paper brand Andrex is this week celebrating its 80th anniversary with a new, integrated brand campaign overseen by creative agency FCB Inferno.
‘A little love goes a long way’ celebrates the emotional bond between generations of British families and the iconic Andrex puppy, which first hit TV screens back in 1972 and has since featured in over 130 different adverts for the brand.
Spearheaded by a moving, 30-second spot, the omnichannel campaign will pushed out across TV, press, digital and social assets. The campaign is also set to promote the launch of Andrex’s new Classic Clean Mega with the tagline ‘Soft, strong and now 50% longer’.
In order to drive greater engagement the brand will be running a social and shopper competition alongside the campaign, #PawsOnAPup will give entrants the chance to win their own Andrex puppy cuddly toy.
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“For 80 years, Andrex has provided quality, value and comfort to families. This campaign, symbolised by the iconic Andrex puppy, will hopefully give people a reason to smile, and act as a reminder that little acts of care can go a long way. With the launch of new Classic Clean Mega Rolls, which are 50% longer, they’ll now go even further,” Kimberly-Clark UK & Ireland marketing director, Matt Stone said.
FCB Inferno creative directors, Ben Usher and Rob Farren added: “If you ask any Brit, Andrex is the puppy, and the puppy is Andrex.
“In this campaign, we really wanted to show that when you pick a pack of Andrex off the shelf, you’re picking up all the softness, the care, the love, that the puppy represents.
They concluded: “It’s a heartwarming way to celebrate 80 years of Andrex being at the heart of British family life. And before any viewers ask, the puppies were treated like royalty on set, with a qualified vet on hand, frequent nap breaks, and even their very own air-conditioned trailer!”
