Andrex Get Comfortable with a long-term strategy

Client: Andrex

Post-Covid, households were trading down to cheaper toilet paper, driving a sustained decline in Andrex penetration and eroding volume and value share. Research uncovered a culture of ‘toilet avoidance’, with consumers devaluing their intimate health and, in turn, the category.

In response, Andrex launched Get Comfortable and adopted a new long-term media strategy built around three behavioural pillars: being consistently unmissable, driving behaviour change and battling into more baskets. By tackling toilet taboos, engaging category buyers at scale and responding to evolving shopper habits, Andrex brought households back to the brand. In just over two years, penetration returned to growth, volume and value share increased, while profit driven by media more than doubled and profit ROI improved despite substantially greater investment.