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.
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.
This article was first published on marketingmagazine.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Account Director - Creative Agency Spectrum 360 Recruitment £45k - £55k, London, Central
- Account Manager- Creative Agency Spectrum 360 Recruitment £28k - £35k, London (Central), London (Greater)
- Five black Pencils awarded at D&AD 2015
- Diageo and BBH end 15-year relationship
- Networking is never easier than in the queue for the toilet
- Campaign Viral Chart: True Detective trailer in number one spot
- Managing director Paul Hayes to leave News UK after 15 years
- Vizeum on alert as 21st Century Fox review includes £150m European media