By Jennifer Faull, Deputy Editor

August 11, 2015 | 2 min read

Andrex is asking adults to talk about their toilet habits in a £10m extension of its ‘How Andrex Do You Feel’ campaign.

The campaign initially rolled out last year and was a move away from Andrex's long-running strategy of ads featuring Labrador puppies. It saw Andrex ask children about how clean they felt after going to the loo.

For its latest ad the brand is turning its attention to adults. A 30-second TV advert will show the reactions of adults when asked to talk about how clean Andrex makes them feel. Too embarrassed to answer, the adults are aided by schoolchildren who offer their answers to the same question.

Matt Stone, marketing manager for Andrex, explained: “We know how important it is to feel clean, which is why Andrex is on a mission to elevate the standard of clean across the UK. This campaign is about encouraging consumers to consider the importance of proper intimate care to their personal wellness in a fun and light-hearted way.”

The advertising push will be supported in-store by retailer promotions and PR.Creative agency J. Walter Thompson has developed the campaign with media planning and buying handled by Mindshare.


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