Andrex launched in 1942 and remains the UK’s favourite toilet tissue. Besides being an inherently strong product, the brand revolves around a sustainable creative idea (featuring an adorably soft and cuddly puppy). This idea (rich with clear associative links to the product) works effectively across advertising, packaging, promotional offers (puppy points), charitable support (training pups to become guide dogs) and apps (train a virtual guide dog). This is the perfect brand for a ‘nation of dog lovers’.
