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
- Digital Designer Source £26000 - £35000 per annum, London
- Senior Brand Planner Source £70000 - £75000 per annum, London
- Integrated Project Manager - Creative Agency £35K Source £30000 - £35000 per annum, London
- Data Executive Lipton Fleming £20000 - £24000 per annum, London
- Midweight UX Designer - Comparison Site Source £35000 - £45000 per annum, London
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- Black horse returns in new Lloyds Bank campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Aston Martin appoints WPP to global marketing account
- Geometry Dubai hands over Cannes Grand Prix amid controversy
- Ogilvy & Mather's radio work for Dove 'reduces Cannes jury to tears'