Andrex recalls 'real' puppy for 40th anniversary campaign

Andrex is to use a 'real' puppy mascot again as a one-off for a campaign to celebrate its 40th anniversary.

Andrex: brings back puppy mascot
Andrex: brings back puppy mascot

The Kimberly-Clark-owned brand, which introduced a CGI puppy to its ads in 2010, is marking the milestone with a £2m push.

This will bring its partnership with the Guide Dogs charity to the fore and is intended to encourage consumers to help raise funds to train 40 guide dogs. Andrex is using its digital platform, Puppy Points, to help raise the near-£300,000 it costs to train the guide dogs over a two-year period.

The campaign, by JWT London, informs consumers that they can donate by scanning a code on promotional Andrex packs with their smartphone, or buying promotional soft-toy guide dog  puppies.

Consumers will be able to track the dogs’ progress via Facebook, and use a  Blippar app to train a ‘virtual guide dog’ on smartphones.

Meanwhile, Andrex announced this week that Sophie Woodford is its new UK marketing manager. She will report to European marketing director Jon White.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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