Andrex is hoping to give embarrassment about “intimate hygiene” the bum’s rush as it shifts its marketing focus away from products.

The £360m brand - which accounts for more than a third of the toilet tissue category - is also reviewing its range to simplify shopper choice.

The move follows a 1.4% fall in volume sales [Nielsen 52 w/e 7 June 2014] although owner Kimberly-Clark said this was down to sales going to retailers not covered by Nielsen data, including the discounters.

Kicking off next week, the push will be spearheaded by a TV campaign to highlight how much easier children find it to talk about toilet habits than adults, said Andrex marketing director Karel van der Mandele. “We want to get consumers thinking about how being clean is fundamental to their wellbeing, instead of just pointing out the attributes of loo roll - the traditional focus of the category,” he added.

Kimberly-Clark was looking at all elements of its range to “streamline” the choices and examine how to make the fixture “a more engaging and simpler experience.”

The push follows last year’s campaign, which asked consumers if they ‘Scrunch or Fold’ their loo roll.

“That was too close for comfort to many things we don’t like to talk about and it made consumers uncomfortable,” said freelance creative director Simon Robinson.

“Andrex needs to be careful when they talk about how ‘clean’ consumers feel because they really don’t want to be reminding them of the opposite of clean.”