By The Drum Team, Editorial

February 9, 2011 | 1 min read

The Advertising Standards Authority has ruled that a TV, poster and national press campaign from JWT misled the public after receiving a complaint from rival brand, Velvet.

Aired last Spring the ad depicted several dogs of various breeds and sizes whilst a narrator intoned: “Some are soft, some are strong and some are long. But Andrex is soft, strong and unbeatably long, so spend your pennies wisely.”

In their deliberations however the ASA took exception to the claim that Andrex rolls were unbeatably long, observing that two competing brands of toilet tissue were a full 10cm longer than the Andrex equivalent.

Andrex parent Kimberley-Clark issued the following statement: "Kimberly-Clark is aware of the recent ASA adjudication relating to its Andrex advertising which ran last year and is in full compliance with the ruling.

"We would never intentionally mislead our consumers. Andrex is known for its softness, its strength and its length, and it was these attributes that the advertising was designed to draw attention to."


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