-

Executing Andrex's biggest relaunch in 60 years - with puppies in force

Vital Statistics

Client:

Andrex Classic Clean - Kimberly-Clark

Project Period:

8 weeks

Services Used:

Strategy & Planning

Retail Audits

In-Store Merchandising

Point of Sale Implementation

The Brief

In 2016 Kimberly-Clark planned their biggest product renovation in 60 years. That challenge was to relaunch their most iconic brand and product, Andrex Classic White. This project was two years in the making and the final stage was up to our field team to execute with excellence across the top 4 Multiple Grocers.

 It was imperative to gain visibility in store, and with some retailer restrictions on in-store displays, policy changes to what could be agreed at head office level and changed in SKUs carried in the range, branded opportunities were somewhat limited with certain retailers so they needed to come up with a plan that delivered the product renovation message clearly to shoppers. We were tasked to work collaboratively with client teams to achieve this and support their wider activation plan. 

 The renovation would be across all Andrex Classic white pack formats and included new product stock, new POS, delivering training and materials to retailers, as well as supporting with the rollout of new SKUs and barcodes. Since the product itself and the packaging would change it meant that managing stock at store level would be crucial to ensuring a successful launch.

 The objectives given to our field team were:

  1. to ensure a seamless rollover of the new stock into stores without any out-of-stocks,
  2. unmissable visibility of the new product to consumers, and
  3. an ambitious 1500 incremental displays target.

The Activity

We were wholly responsible for managing the logistical side of things including approving design and size of POS between the client marketing team and the print partner, properly labelling all POS so that it was easily identifiable and getting it to the right locations and people at the right time. 

Our Grocery core field team & Activation team worked together over 3 weeks to drive promotional stock and displays utilising key point of sale (POS), including 4ft Andrex puppies to create maximum visibility Front-of-Store.

Our Grocery core field team began the awareness process by presenting the new packaging and product features to key contacts 6 weeks ahead of launch. We then worked with stores to ensure that old packaging was being sold through, and orders for the newly designed

product were being placed to support visibility from Day 1.

Using 4ft Andrex puppies, the field team agreed suitable display locations for the new product to be sited along with providing contacts with recommended order volumes to build and retain strong visibility throughout the promotional period.

Katherine Bradley, head of field teams at Kimberly-Clark commented; “The renovation of our classic white product was the single biggest bet of 2016 with a huge amount of investment going behind it. To say that business was happy with the Activations landed in store by the field team is an understatement. We have never seen such big impactful displays on Andrex before. This was the result of strong communication, creativity between McCurrach and our marketing team.”

The Results

Over 1600 promotional Andrex displays were set up across the four supermarket chains covering c.1100 outlets.

Over 1600 promotional Andrex displays were set up across the four supermarket chains covering c.1100 outlets.

Andrex Classic Clean 9-roll packs experienced its highest volume of sales in Tesco since January 2014

Andrex Classic Clean 9-roll packs experienced its highest volume of sales in Tesco since January 2014

While it's rare for a bath tissue product to perform in the top 20 Tesco Grocery products we were able to achieve this for Andrex Classic Clean 9-roll packs.

While it's rare for a bath tissue product to perform in the top 20 Tesco Grocery products we were able to achieve this for Andrex Classic Clean 9-roll packs.