Kimberly-Clark is ditching its iconic ‘soft strong and long’ tagline from both packs and advertising after 32 years.
Instead, it is embarking on a £3m TV and promotional campaign with a new ‘tuggable huggable softness’ catchphrase.
A new campaign breaks on Wednesday (August 4) and once again shows the Andrex Puppy taking an active role in an everyday bathroom scene.
Brand manager Ailsa Tiley said the new approach was
aimed at differentiating Andrex from rivals who had copied the brand’s tack.
“‘Soft strong and long’ has worked very hard for Andrex since it appeared in 1972,” said Tiley. “However, over the years similar language has been introduced on other brands’ and own label packs.
“Whilst the line remains true for Andrex, it is no longer unique. Even brands the size of Andrex need to revitalise themselves and our new strapline not only lends itself very well to the Andrex puppy but also allows us to further differentiate ourselves.”
Instead, it is embarking on a £3m TV and promotional campaign with a new ‘tuggable huggable softness’ catchphrase.
A new campaign breaks on Wednesday (August 4) and once again shows the Andrex Puppy taking an active role in an everyday bathroom scene.
Brand manager Ailsa Tiley said the new approach was
aimed at differentiating Andrex from rivals who had copied the brand’s tack.
“‘Soft strong and long’ has worked very hard for Andrex since it appeared in 1972,” said Tiley. “However, over the years similar language has been introduced on other brands’ and own label packs.
“Whilst the line remains true for Andrex, it is no longer unique. Even brands the size of Andrex need to revitalise themselves and our new strapline not only lends itself very well to the Andrex puppy but also allows us to further differentiate ourselves.”
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