FCB London

Brand: Andrex (Kimberly-Clark)

Year: 2024

It’s time that the Great British public get more comfortable with their bodily functions.

That’s the message behind our new brand platform for Andrex, the Kimberly-Clark-owned toilet tissue, which is a rallying cry to a nation who desperately needs to confront its toileting hang-ups.

Research found that 23 million Brits won’t poo in a public bathroom, and almost half (47%) of the nation won’t poo at work, so what better way to change minds — and end British self-inflicted social constipation –– than with a brand platform called “Get Comfortable” that challenged the taboos and uptight attitudes of the British public and encouraged the nation to flush their inhibitions away.

By leveraging humour and real-life scenarios, we shifted the narrative from toilet embarrassment to openness. Not only did we promote healthier toilet habits and attitudes, but we drove a 12% sales uplift YoY.

Since it launched, Andrex has seen a decade of household penetration reversed with 600,000 new households buying the brand and +4.5% surge in market share value.