Magazine article Marketing

50 Years of Fame: Brandfame - Andrex

Magazine article Marketing

50 Years of Fame: Brandfame - Andrex

Article excerpt

Cute, loveable, cuddly and memorable: not words usually associated with a toilet roll. Even so, Andrex has consistently managed to convey these associations through its TV advertising.

For 30 years, the brand 'spokesman' has been a playful Labrador puppy that has featured in one of the most successful campaigns to run on British television.

Not only have the puppy ads regularly scored impressive recall rates in consumer surveys, but the likeableness of the executions has also translated directly into loyalty and sales.

Since the puppy first romped into ITV ad breaks in 1972, Andrex has increased its Nielsen volume share from just under 5% to about 30%. Its value share of the market is now 33.4%, with more than 12m UK households buying the brand at least once a year. In general, availability, price and promotions are the factors that drive buying decisions for such a low-interest product.

But Andrex has successfully held on to its market-leading position since 1962, despite it having a premium price tag.

At times, Andrex has reached a price premium 40% above its rivals' - according to an IPA Effectiveness Paper written in 1992, the year it took a gold award - but was still 'significantly preferred'. …

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