Wednesday, 23 May 2012

Andrex puppy gets a 21st Century makeover

Tue, 30 Nov 2010 | By Rosie Baker

Kimberly Clark is introducing a computer generated Andrex puppy as part of a £15m campaign for the toilet tissue brand.

The ad campaign will introduce Andrex’s new brand strapline: “It’s The Little Things”.

The Andrex puppy will be joined by Bulldog and Dalmatian puppies in a digital “puppy world”.

The ad campaign, devised by JWT London, launches on 2 December during “I’m A Celebrity Get Me Out Of Here!”.

For more on Kimberly Clark, pick up next week’s Marketing Week for our double profile feature on Troy Warfield, European vice president of family care and Andrew Bienkowski, vice president of global brands.

Readers' comments (21)

Frazer Howard | Tue, 30 Nov 2010 12:59 pm
But WHY? It's never going to look as cute as a real one....

Strange decision.
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Katherine Bradley | Wed, 1 Dec 2010 10:23 am
This is a ridiculous idea. The appeal of the puppy is that it is real. I agree with Frazer Howard, a digital puppy will never be as cute.
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Anonymous | Thu, 2 Dec 2010 9:43 pm
what a waste of money.by the way who sang the theme tune for the advert?
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Beverly Weigert | Fri, 3 Dec 2010 1:29 pm
In the end, the advert looked like "any other kids cartoon" and failed to get the real message across . . . .
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Jon Spary | Tue, 7 Dec 2010 12:07 pm
Awful, simply awful
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Anonymous | Mon, 13 Dec 2010 2:59 pm
Facebook group established to bring back the real puppy!
http://www.facebook.com/pages/Bring-back-the-real-Andrex-puppy/136095196444254

It's an outrage!
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Anonymous | Mon, 13 Dec 2010 4:03 pm
I couldn't agree more with the above comments. I saw this over the weekend for the first time. It's badly executed, lacks the 'aah factor' of real puppies and loses the point of difference the previous campaigns have always had. I'm surprised at JWT for the way they've done it and the client for allowing a radical change that simply doesn't work. Over time I predict they will go back to the real puppies after the public backlash.
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K Robinson | Mon, 13 Dec 2010 5:50 pm
Just saw the new andrex puppy ad - just dreadful. Lack of credibility and realness. Looks like a plastic dog and lets hope the loopaper doesnt go the same way - plastic and hard.
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M Arnold | Tue, 14 Dec 2010 4:57 pm
Oh dear.. not only does the digital pup not exude cuteness in any way, but the fatal flaw to me is trying to make the puppy human..It types, wears clothes, bakes a cake.. I mean seriously? # epicfail
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Anonymous | Mon, 20 Dec 2010 7:56 pm
really bad advert bring back proper pups
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