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By Ishbel Macleod, PR and social media consultant

March 25, 2013 | 2 min read

Kimberly-Clark has today announced the appointment of The Outfit to re-create its UK launch for Andrex Washlets across Europe, starting with Germany and Switzerland.

Fronted by TV journalist Dawn O'Porter in the UK, the German activity will be fronted by TV presenter Charlotte Engelhardt.

Niall Murdoch, co-founder of The Outfit, said: "Kimberly-Clark came to us with the Andrex Washlets challenge – how to introduce, and normalise the use of moist toilet tissue to a very sceptical UK public. We worked with the brilliant Dawn to bravely tackle this very British taboo. We are very excited to have been asked to go into Europe, and we are about to start shooting in Germany to recreate the Dawn effect.”

Matt Muniz, European bath tissue innovation, Kimberly-Clark, added: "Commercial and product innovations are the key driving force of such a highly penetrated category. Given the successes of The Outfit’s UK campaign in driving consumer behavior change in a new and exciting way, we are thrilled The Outfit have taken up the challenge to extend the program on a continental scale."

Andrex Washlets target young urban social professionals, early adopters and families and are branded Hakle Moist in Germany.


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