10 (10) Andrex
Sales: £362.7m -4%
Having seen £15m wiped off value sales and volumes slide 0.9% (despite an increase in promotional activity), the market leader has had another tough year.
Now Britain’s biggest loo roll is pinning its hopes on the moist toilet tissue market as a way to arrest the slide and get the brand back into growth.
Already 2014 has seen the launch of a new marketing initiative for its Andrex Washlets, fronted by TV presenter Arielle Free. It has been targeting mums with mini-advertorial episodes on ITV and a big social media, digital and outdoor push, under the banner Change What You Mean By Clean.
Andrex certainly couldn’t be accused of ducking a sensitive issue.
See the complete list of Britain’s 100 Biggest Grocery Brands
No comments yet