How our innovation helped Andrex® make history.
Andrex® has executed some of the most successful and memorable consumer promotions in UK promotional history. These traditionally required the consumer to collect up to 6 tokens from packs of Andrex®, send off a cash contribution and wait 28 working days for their premium. Meanwhile, in some major retailers, the promoting of 12 rolls of Andrex® for the price of 9 was no longer a profitable proposition.
Andrex® asked us to think about how to replace the reliance on price downs and free product, that attracted shoppers to only buy brands when they were on offer; in their case, to replace their unprofitable '12 rolls for 9' promotions.
For Andrex® to break the cycle of costly price and free product promotions, we needed to prove that added value promotions can sell more, build loyalty and command displays. We had to motivate buyers of toilet tissue, not only to buy the product but to also pay for the premium item. Clearly, it had to be immediate and irresistible to engage with shoppers across the board. However, with the enthusiasm of the technical team at Andrex® we were able to insert a puppy premium in to pack, charging the consumer £5.99 for 9 rolls plus a toy puppy.
The promotion achieved 600,000 sales in less than one month, with average weekly sales up 46,000 packs. Andrex®'s share of toilet tissue in one major retailer increased by 17.7%. The promotion achieved the third highest consumer recall of any promotion without external media. Even the Store Manager draw gained a 38% response.
It is possible to create a campaign that delivers a win for the retailer, shopper and brand.