Magazine article Marketing

ADWATCH: Andrex Marks Milestone with 'Finder Keepers' Contest

Magazine article Marketing

ADWATCH: Andrex Marks Milestone with 'Finder Keepers' Contest

Article excerpt

Andrex celebrates the 30th birthday of the 'puppy' by giving away a wide range of prizes, says Sam Solley.

Kimberly-Clark is honouring 30 years of the Andrex puppy with a new national advertising campaign. The ad appears at number four in this week's Adwatch table with a recall of 68%.

The ads, by J Walter Thompson, tie in with Kimberly-Clark's 'finders keepers' promotion running on Andrex packs.

The promotion offers customers the chance to win prizes, ranging from DVD players and TVs to limited edition toy Andrex puppies, by guessing where the puppy has buried the prizes in the garden pictured on the back of the packs.

The ad features several puppies rummaging and digging holes in their garden hoping to find the various buried prizes.

This year marks 60 years of the Andrex toilet tissue brand as well as the puppy ads being the longest running consistent TV ad campaign.

The Andrex puppy starred in the UK's first TV ad for toilet tissue in 1972, and has since clocked up more than 100 commercials.

Over the years the puppy has found itself rolling around in feathers, joining the 'puppy patrol' and teaming up with animal friends such as elephants and rabbits. …

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