Andrex: Sold on a Pup - IPA Effectiveness Awards Case Study 1992

Brief Description: Based on the Labrador puppy consistent advertising has enabled Andrex to retain leadership increasing share to 30% since 1972 when the campaign began. Millward Brown blind testing shows customers are very loyal. Paper shows how advertising has held off competition from Kleenex Velvet and positively affected sales. Retaining its position as an exceptional brand , Andrex had avoided becoming a commodity. 'Longer and broader effects' category winner. ;---(TAGS)--- Full Title: Andrex : sold on a pup ; Number: 1992/109 ; Brand Name: Andrex ; Client: Scott ; IPA_ProductCoding: Disposable Paper Products (Toilet tissue) ; Agency: J Walter Thompson ; Author: Mary Stow, Paul Baker, Terry Prue ;