Agency: JWT London
Kimberly Clark has kicked off a new Andrex £15million marketing campaign that leads with a TV advert showing the iconic Puppy as you’ve never seen him before.
The new ad reveals the much loved Puppy having fun and causing mischief with his canine friends in his very own Puppy World.
For the first time, viewers are given a fun and fresh insight into the life of the nation’s most famous and best loved brand icon. They will learn how he lives, where he sleeps and what he eats – in fact, all the little things that make a difference in his life.
The Puppy’s makeover, the first since 1972, was devised by JWT London and utilises computer generated technology working with Framestore, Europe’s largest visual effects specialist.
Together they created the Puppy World idea, having studied hundreds of Labrador Retriever, as well as Bulldog and Dalmatian puppies to ensure all characters in Puppy World are true to life and fantastically engaging.
The new ad will launch Andrex’s new brand campaign, spearheaded by the communications platform “It’s The Little Things”.
Andrex knows that the world is a busy and often crazy place and that it’s the little things in life that make a difference, yet they are often forgotten. ‘It’s The Little Things’ will be at the heart of everything the brand now does, demonstrating to consumers that Andrex toilet tissue is one of the little things in life that makes a difference.
The new campaign will initially be introduced in the UK, with the possibility of it rolling out in other European markets at a later date.
“As a market leader and innovator, we pride ourselves on keeping our brand fresh and relevant for our consumers without losing sight of the quality of our products or the care and playfulness that’s at the heart of everything we stand for,” said Marketing Director for Kimberly Clark Europe, Jon White.
“We consistently invest in our brand to ensure we continue to strengthen its bond with consumers. We firmly believe that the Puppy’s new image and our new communications platform, ‘It’s The Little Things”, will reinforce our brand with both existing consumers as well as a whole new generation and therefore deliver positive effects for the category as a whole.”
Guy Hayward, Chief Executive of JWT UK added, “The Andrex Puppy is one of the most recognised brand icons in the UK and it’s amazing how much he means to Andrex’s consumers. JWT created the brand mascot for Kimberly Clark in 1972 and after nearly 40 years we thought it was time to bring him into the 21st century with a new look and his very own Puppy World. We think we’ve really captured his heritage and the essence of the brand and are excited to see consumers’ reactions.”
The new advert was unveiled at a glitzy premier event at Mercer Street Studios, which was attended by some of the UK’s famous dog owners. It was also be unveiled at an exclusive ‘preview event’ to the Puppy’s 150,000+ Facebook fans.
Further executions of ‘It’s The Little Things’ and Puppy World, are also being developed and will be communicated throughout the brand’s marketing mix across the entire product portfolio.
Further digital content is also being created. For example, consumers will be able to create their very own “Puppy Pawlter ego” simply by uploading their photo on Facebook using a new “Puppify-Me” application that goes live in the middle of December.