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How Andrex launched new positioning with charity tie-in

How Andrex launched new positioning with charity tie-in

From SMP

Andrex has worked with independent below-the-line agency SMP for more than 10 years, during which time they have delivered numerous consumer promotions that have exceeded both client and consumer expectations.

SMP always aim to “surprise and delight” with any Andrex campaign – whether providing an additional free gift with a puppy premium – or giving loyalists access to secret areas of the website. This care and attention to detail ensures that Andrex loyalists engage with the brand’s promotions year after year.

In 2008, SMP was briefed to develop a compelling, different and emotionally engaging consumer promotion, which had to link to Andrex’s new positioning of “Be Kind to your Behind”.  The activity needed to roll out in conjunction with its 2008 “Winter White” pack – giving SMP a 12 week window to activate it in.

SMP’s strategy was to focus on ‘being kind’ and after extensive research with Andrex, the agency proposed that a charity link would provide the perfect Winter promotion. Andrex’s parent organisation Kimberly-Clark already had a link with Teenage Cancer Trust and following on from further research, it was agreed that Andrex would also support Teenage Cancer Trust via the 2008 Winter Promotion.


The main objectives for this campaign were:

1.    To raise £150,000 for Teenage Cancer Trust
2.    To ensure that all key messages were communicated across the entire marketing mix
3.    To motivate consumers and provide them with a genuine reason to participate in the campaign
4.    To ensure all consumers fully understand Andrex’s offering
5.    To create a compelling campaign unique to Andrex


To engage with consumers, SMP/Andrex created a special limited edition Winter Puppy, with his own matching Teenage Cancer Trust scarf and woolly hat. The Winter Puppy cost £6; with all profits (at least £1.50 from each puppy) going straight to the charity. The promotion was supported extensively on-pack, online, through PR and via a TV campaign, featuring the Winter Puppies alongside the pop band McFly.
McFly were chosen as the campaign’s ambassadors since they were key supporters of Teenage Cancer Trust and enjoy a high level of popularity amongst children, which marries well with Andrex’s core target audience of households with children. They appeared on-pack, online and as part of a 10” TV spot that ran on the back of Andrex’s Winter national TV campaign.

Anyone who bought a special Andrex Winter Puppy was automatically entered into a McFly prize draw to win prizes including 75 McFly goodie bags and five pairs of VIP tickets to McFly concerts, and the chance to meet the band backstage.

SMP designed and developed the Andrex Puppy website allowing consumers to explore the website and visit the virtual McFly Igloo recording studio. This website featured an exclusive video message recorded by McFly, contained information on how to purchase the limited edition Winter Puppy and also announced the amount of money raised so far for Teenage Cancer Trust.

In addition, Andrex auctioned 12 giant Winter Puppies on eBay, through a special microsite designed and developed by SMP, with all profits going directly to the charity.


The campaign ran until the end of April 2009 and the Winter Puppies can be bought at To date Andrex have raised an amazing £128,215.50 for Teenage Cancer Trust.

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