This Toilet Paper Brand Wants Brits to Talk Crap

Adweek (03/25/24) Stewart, Rebecca

FCB London recently launched the "Get Comfortable" marketing campaign for Andrex, the United Kingdom's largest toilet roll manufacturer. This new series of ads seeks to encourage Brits to "let go of their prudery and embarrassment” about using the toilet, according to the article's author. There are no product shots of pristine bathrooms. Instead, the platform features numerous funny and visually striking images along with clever ad copy. Matt Stone, marketing director for the U.K. and Ireland at parent company Kimberly-Clark, says the work is intended to "help the nation get over its collective social constipation" and sound a more "purposeful" tone to Andrex's marketing.

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