‘Constantly looking for reinvention’: Andrex on its plan to bolster its position as category leader
Market-leader Andrex is “redefining” its role as a brand by tackling embarrassment around the topic of toileting in a category where consumers are often reluctant to engage.
Andrex has launched a new brand platform, using the tagline ‘Get Comfortable’ to encourage Brits to bypass embarrassment or prudery and be more open about their bodily functions.
Embarrassment around these topics can translate into a reluctance to engage with these topics, says Matt Stone, UK & Ireland marketing director at Andrex owner Kimberly-Clark.
Therefore, Andrex, which is the market leader in toilet roll, hopes to “redefine” its role as a brand by helping to dispel these attitudes and ensure continued growth for its business.
“Our mantra is to try to get ahead when we’re ahead, rather than wait until we’re not,” says Stone.
