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FMBX News
Posted: Mar 20, 2011
Andrex in year long tour with Candour
Andrex Puppy World is an in-depth, interactive brand experience created by Candour. The tour, which has already been seen at 3 UK venues, is themed around the brand promise ‘It’s the little things.’ The campaign aims to bring the brand’s values to life outside the retail environment of the toilet tissue aisle and to re-enage consumers.
The tour is already being hailed as a creative and logistical success. Consumer reports of the pleasing experience started to reach Fieldmarketing.com after it appeared at Westfield London., 18th – 20th February. The tour had previously been to the Bullring Birmingham and the Manchester Arndale shopping centres. Summer and Christmas events are scheduled at further shopping centres.
Andrex Puppy World is split into four ‘rooms’ in a Puppy World house. In the lounge consumers can create e-cards using iPads. In the bathroom there is a chance to review the Andrex range. In the kitchen there is face painting for children. In the living room there is the chance to meet and pose with the Andrex Puppy. 5,200 branded photos have been taken so far in a campaign that has already engaged with multitudes of consumers.
Taryn Weeks, brand activation manager, Andrex Premiums explained the premise behind the tour: ‘As a commodity product, it's often challenging to start conversation with consumers. We need to think and act innovatively to engage our consumers in dialogue. Puppy World is the perfect vehicle to positively commence discussions, and allows us to showcase our whole portfolio; we’re delighted with the great response we’ve had to the activity.’
Will Glynn-Jones, director, Candour commented: “Puppy World is all about engagement with the consumer, and bringing them closer to the brand. It’s a great example of how Kimberly-Clark is maximising experiential as a channel, and using it to deliver real value to the consumer on a bigger scale.”
One Westfield shopper, a reader not involved with the campaign, was impressed enough to contact Fieldmarketing.com stating "You have to give credit to Andrex for this. Their stand was a real crowd pleaser, very welcoming, and the activities and the nice staff genuinely added something extra to our day."
