Empowerment Through Everyday Actions
Andrex, the major toilet paper brand owned by Kimberly Clark, has launched an innovative campaign that has sparked national interest. This programme, titled “Get Comfortable,” aims to break down long-standing taboos around toileting, a basic human function that has been converted into a societal humiliation by British prudery.
A nod to intimate wellness
The campaign’s central premise is that Britons are too often confined by their own discomfort and humiliation when it comes to using the loo. Andrex, with its rich history of fostering comfort and hygiene, is taking the initiative to confront these inhibitions, encouraging a healthier, more open relationship with one’s internal functions.
Cinematic storytelling
The campaign’s debut film, “First Office Poo,” incorporates this message with a tale that speaks to the common British psyche. Andreas Nilsson, recognised for his visually appealing and emotionally engaging work, directs the film, which depicts a woman overcoming her first mortification after an unintentional fart to confidently embrace her urge to use the loo, supported by an encouraging wink from the iconic Andrex puppy. This act of self-empowerment, free of the normal marketing clichés, is presented with a sense of humour and grace, establishing a new standard for category advertising.
A Conversation Starter
The “Get Comfortable” campaign marks Andrex’s strategy pivot away from product-centric advertisements and towards broader cultural themes. By confronting the stigma associated with toileting, Andrex not only distinguishes itself from competitors, but also initiates important debates about a problem that affects everyone yet is rarely discussed openly.
Research-based Approach
Andrex’s commitment to breaking down these barriers is backed up by convincing research, which shows that a sizable section of the UK population is hesitant to use public or office restrooms owing to embarrassment. These insights influenced not only the campaign’s creative style, but also its overarching objective to promote a more confident and unashamed approach to toileting.
Engaging the Public
The campaign, which includes eye-catching outdoor (OOH) billboards and video-on-demand (VOD) content, challenges the public’s perceptions with witty and daring phrases such as “Live unclenched” and “Conquer the first office poo”. Furthermore, Andrex’s relationship with Bowel Cancer UK and ITV strengthens the message by utilising popular culture to raise bowel health awareness.
A New Era for Andrex
Andrex’s “Get Comfortable” campaign, overseen by FCB London, is a watershed moment in the brand’s history. Andrex establishes a new standard for brand purpose by creatively and sensitively addressing a universal yet unspoken issue, extending beyond basic product benefits to meet deeper societal demands. In doing so, it not only contributes to a healthier public discourse regarding toileting, but also underlines its position as a brand that is profoundly concerned with its customers’ comfort and well-being.
In an era when businesses are increasingly expected to take a stance on social issues, Andrex’s “Get Comfortable” campaign stands out as a shining example of creative bravery and social responsibility, proving advertising’s ability to affect constructive social change.
Source: https://www.fcblondon.com/work/andrex/get-comfortable
