Andrex's taboo-busting 'Get Comfortable' campaign reversed penetration decline and defended its premium.
With households ‘trading down’ to imitation products, and new direct-to-consumer toilet paper rivals eroding its position, Andrex’s household penetration was in sustained decline.
Andrex re-invested in brand building, trying to justify its premium status by emotionally reconnecting with consumers and create sustainable growth.
‘Get Comfortable’ advertising aimed to convey a new purpose for the brand of boldly addressing ‘toileting taboos’, with messaging adapted for multiple channels as well as via a partnership with Bowel Cancer UK.
This case presents evidence that the strategy reversed penetration declines and grew both volume and value share whilst defending the brand’s price premium. It is estimated that the advertising’s profit ROI was £1.54 for each £1 invested.