Magazine article Marketing

Rolling onto TV

Magazine article Marketing

Rolling onto TV

Article excerpt


Advertising toilet paper is a television-driven business. Market leader Andrex - relaunched last week by parent Scott on a more environmentally friendly ticket - spent the best part of 4m [pounds] on the box in the year to July 1991.

Rival Kleenex, with a comparatively modest 2.4m [pounds] budget, turns to radio to bolster its coverage.

"We can't compete with Andrex and be on TV all year round," says Jon Horrocks, group manager on Kleenex parent Kimberly-Clark at media independent John Ayling. "Using radio has been very successful," he adds.

Press, meanwhile, barely gets a look in - a token 26,000 [pounds] in the Mail on Sunday for Kleenex and a trio of magazines for Andrex clocking up 134,000 [pounds]. In the case of Andrex, moreover, all the press activity took place in July this year.

Looking at the TV regions, London and HTV are the lowest scorers - though in Kleenex's case, explains Horrocks there's more radio activity in the HTV area to make up the deficit.

Ulster by contrast is popular with both brands - particularly Andrex. Though the region isn't covered by TGIs one might speculate that the index would be high given the traditionally large size families.

Apart from that, says Horrocks, Kleenex's strategy is linked to patterns of distribution with a reduction in spend in regions where distribution is weakest - hence the relatively low ratings in Central and Granada, despite the fact that they have the highest TGIs on the network. …

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