SMP worked with Andrex to launch a new positioning with charity tie-in and boy band McFly.
SMP were briefed to develop an emotionally engaging cause related consumer promotion to support the brands association with Teenage Cancer Trust.
Raise £100k for Teenage Cancer Trust.
In order to engage consumers we created a very special limited edition Winter Puppy, with a Teenage Cancer Trust scarf & woolly hat. The Winter Puppy cost £6 with all profits (£1.63) going straight to the charity. McFly were chosen as campaign ambassadors as keen supporters of the Teenage Cancer Trust They appeared on-pack, online and as part of a 10" TV spot. Online consumers could explore McFly's recording studio Igloo.
Over £140,000 raised for Teenage Cancer Trust.