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
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
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.