When rebrands go wrong

(And how to avoid the pitfalls)

Andrex rolls out bamboo toilet tissue

Andrex is preparing a £4m marketing campaign to support the launch of its Eco brand, an environmentally friendly toilet tissue made from bamboo.

Andrex

The campaign, which breaks in May, will position the brand as a way to do something better for the environment within your everyday routine. It will use the strapline: “a little thing to care more for the environment”.

Andrex wants its Eco brand to sit alongside its mainstream products and is not aiming to position it at a premium level. Instead, it will be on sale at the same price as Andrex’s core ranges.

Andrex Eco has been created with a combination of recycled fibre and bamboo that owner Kimberly-Clark says will change current perceptions of the recycled tissue market.

The FMCG firm claims it is the first time that bamboo has been used by a mainstream tissue brand in the UK. It is claimed that bamboo produces significantly more fibre, on less land, than the trees traditionally used to make tissue paper.

A TV campaign using the CGI puppies Andrex introduced a year ago, will highlight the product’s environmental credentials and bamboo sourcing. It will be backed by an experiential, in-store and digital campaign.

The product is fully FSC (Forest Stewardship Council) certified and comes in 100% recycled and recyclable packaging.

Jon White, Kimberly-Clark marketing director for tissue products, says that there is a demand for higher quality products to grow the eco toilet tissue paper category, which currently represents just 3.5% of the total toilet tissue market in the UK.

Readers' comments (13)

  • I am not sure that I 100% agree with this- I mean, don't get me wrong I am aware that this could well be being farmed in the UK etc, but...surely this would affect the endangered Pandas if not???

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  • Bamboos are some of the fastest growing plants in the wolrd. You can acually watch them groww within 24 hours they can grow up to 100cm 39inches, every tree which is used another is planted.

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  • Bamboo is very rare therefore shouldnt all the bamboo go to the equally endangered pandas? Also why not,not use the trees and provide more?

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  • There are over 1200 species of bamboos, of which pandas only eat approximately 16 species. The commercial bamboo plantations in China are not within panda habitat. Moreover bamboo grows in subtropical and tropical areas across Asia, Latin America and Africa.

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  • Andrex 'claims' to be eco friendly yet are using bamboo in their latest 'eco' toilet roll. I hope they replace any used/grow their own and are not 'greenwashing' because what about the PANDAS! i think this could be a very bad marketing move for the company! Even if it is being done in an eco friendly manner, consumers may not 'read into all of this' and just 'perceive' this negatively as i did!

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  • Eco' friendly bamboo toilet rolls are o.k., apart from making the central cardboard tube wider, to fool purchasers into thinking they are buying the same size of toilet roll as the usual Andrex toilet roll and you are also employing the same to your paper towel rolls.

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  • Surely no matter how they market their new product, most people associate bamboo with Giant Pandas. Don't Pandas already struggle finding bamboo without it now being made into toilet roll? I certainly won't be buying it.

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  • I too immediately thought of the Pandas when andrex said bamboo. I would like to know where they are getting it from, and in the transportation what their resulting carbon footprint is.
    I will not be buying anyway as I think it is just a gimmick to try and convince us of their green credentials.

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  • If it is being retailed at a similar price to their other toilets rolls will there be the same number of sheets of paper per roll? Bamboo is growing wild throughout cornwall and could easily be grown commercially in britain. This would save on importing it and also create jobs for british people.

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  • I'm glad to see so many concerns about the usage of bamboo, as myself and my partner reacted the same way after just seeing the ad on tv. I think Andrex will have to prove where they are getting the bamboo, and if it's their own plantage then it's fine. But I really hope they are not exploiting in Asia. That would be disgraceful. Also as someone pointed out, the transportation from there would certainly make the "eco" label worthless.

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