Magazine article Marketing
Kimberly-Clark targets younger women in C4 drive as it revamps Fresh range.
Kimberly-Clark has signed an exclusive advertising deal with Channel 4 for a pounds 3m overhaul of Andrex's moist-tissue wipes, which have been rebranded Andrex Washlets.
The Washlets sub-brand, formerly Andrex Fresh, has been relaunched with the introduction of the strapline 'Change what you mean by clean'.
Kimberly-Clark plans to position Washlets as a health-and-beauty product to better target its key audience of younger women. Andrex claims to have 'improved the softness' of the Washlets, which are lightly moistened, dermatologically tested, flushable wipes.
The campaign, to be fronted by TV presenter Dawn Porter, has been created by Channel 4 and content development company The Outfit, in a partnership negotiated by media agency Mindshare.
Kimberly-Clark claimed that there is a stigma attached to moist toilet tissue, which some consumers perceive as a product for people with health issues.
The ads will show Porter travelling throughout the UK and talking to the general public about moist toilet tissue, with the aim of driving 'normalisation' of the Washlets product. …