Toilet tissue brand Andrex has given its portfolio a makeover and ditched several variants to simplify the range.
The overhauled brand, rolling out over the next two months, features a ‘more engaging, vibrant and simple’ designed look to enhance shelf stand out while aligning the brand’s wet and dry products for the first time.
The updated packaging would “interrupt the shopper gaze”, while new visual cues for each product would “inform and educate the shopper”, said marketing director Karel van der Mandele.
“The relaunch will encourage purchase of both dry and moist products to add value back into to the market,” he added.
The activity follows a 3% hike in Andrex toilet tissue sales to £375m in a category down 2.2% by value [Nielsen 52w/e 11 October 20124].
The brand has axed Andrex Eco, Touch of Colour, Classic Pink and Classic Aqua to further “simplify” the range, with the remaining five core dry and moist product variants providing the consumer with a range that “reduced confusion but still offering a range of options”, said van der Mandele.
Andrex Classic White and Natural Pebble had been improved to include a “touch of cotton”, he added.
“This is the first time in five years that Andrex has completed a total portfolio overhaul and we are excited about the opportunity for category growth as a result,” he said.
The roll out of the relaunched brand, part of a £60m investment by owner Kimberly-Clark designed “with consumers in mind”, is expected to be complete by April.
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