NEWS: Bates Dorland set to launch Dixcel TV ads

The Dixcel brand is to take on one of British advertising’s most enduring icons, the Andrex puppy, in a new outbreak of hostilities in the toilet tissue war.

The Dixcel brand is to take on one of British advertising’s most

enduring icons, the Andrex puppy, in a new outbreak of hostilities in

the toilet tissue war.



Jamont, Dixcel’s manufacturer, is putting pounds 2.5 million behind a

national TV campaign in an attempt to restore to the brand the high

profile it enjoyed during the 70s.



The campaign, the first TV work to be produced in the UK for Jamont by

Bates Dorland since it won the company’s dollars 40 million pan-European

business in April last year, is to support the relaunch of Dixcel

KittenSoft.



During the past two decades, the Dixcel brand lost significant ground in

the UK toilet tissue market as the company’s emphasis switched to the

manufacture of own-label products.



Now, following the acquisition of Scott Paper, the Andrex manufacturer,

by Kimberly-Clark, Jamont wants to take advantage of the chance to

exploit a resurgent brand.



The campaign is headed by 40- and 20-second ads that take a tongue-in-

cheek approach to the familiar claims about extra softness.



They were written by Jon Canning and art directed by Russell Waldron,

the Dorlands team more usually associated with Safeway’s Harry campaign,

and directed by Graham Rose through Rose Hackney Barber.



Patrick Hanson-Lowe, the Dorlands account director on the Jamont

business, said: ‘Taking on the Andrex puppy is quite a challenge, but we

believe we have a real opportunity and that the brand has a point of

difference.’



He added: ‘The fact is that Andrex has seen its market share halved and

it is only now creeping back because of heavy discounting. The puppy may

be an icon but it’s no longer doing its job.’



KittenSoft is basing its appeal on a new manufacturing process in which

thousands of tiny ‘dimples’ seal the sheets together, forming a surface

that is said to be soft and prevents irritation.



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