#WBD Blog

Andrex - Get Comfortable

Andrex has been a British brand since 1942 - by 1961 it was the market leader in UK toilet tissue. For over sixty years Andrex has retained at the top of a category where own label is cheap, available everywhere, and chosen by many.

Andrex has successful built it’s brand investing in marketing – the Andrex puppy arrived in 1972 building the brand into a retro advertising hall of fame, becoming one of the most effective mascots in UK brand history. Children who grew up with the Andrex puppy on TV are now parents themselves.

Keeping it brand marketing fresh, Andrex launched the 'Get Comfortable' campaign in 2025 built on a uncomfortable truth: that around half of UK adults are too embarrassed to use the toilet at work, at a partner's house, or at their in-laws' - and the campaign has built on the momentum and further offshoots.

Andrex has regularly featured in Top 10 brand lists, with 'Get Comfortable' featuring in for various award shortlists in 2026.

**Andrex is a long established ‘classic’ brand built on decades of investment in equity, a memory driving comms idea, product quality, innovation and distinctiveness. But, despite all their great work, life is no gravy train! A key challenge is that the category has been commoditised. It is generally a low interest, must have purchase. Own label products are no longer demonstrably poor and Andrex must work hard for every sale by pulling the levers that magnify their differences and fighting the misassumption that all toilet paper is the same.
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In tissues and toilet paper Andrex continually innovates and looks to add value and marginal gains for the consumer. It also works hard to build and reenforce its established equity. This campaign is a great example of a brand moving beyond product and functional needs into an emotional, attitudinal and behavioural space to build its consumer engagement and relevance. Get Comfortable is great because it works on multiple levels.

**It is based on an empathetic consumer INSIGHT– not just a piece of rear-view mirror shopper data – and because only brands invest in these data points it is potentially powerful.
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It is uncomfortable – no double entendre intended – and therefore demands ATTENTION. It highlights a taboo consumer experience and challenges us to reconsider our low engagement relationship with the category. No quick fix, but a brand building journey.
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**- It builds ENGAGEMENT & MEMORY through humour and self-awareness.
****- It subtly builds TRUST – in brand and product - through the empathy and narrative...
**- It puts the PRODUCT FRONT & CENTRE, so whilst it reaches a higher emotional place it also reenforces the core benefit and job the product must do.

**All key elements in the brand model and playbook. The awards and recognition are great, but it is even more relevant as a great showcase for #whatbrandsdo... best! We love it. **
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Find out more about Andrex: https://www.andrex.co.uk/