Andrex Skin Protect.

The problem

Give shoppers a reason to trade up in a category bought on habit.

Toilet tissue is one of the most habitual purchases in the basket, and Andrex is the category leader, No.19 in Britain’s Greatest Brands. A premium tier only works if the benefit is one people will actually pay for.

The science was there: the UK’s first clinically proven claim, approved by the British Skin Foundation. The design job was to make that benefit visible and believable on a fixture where everything looks the same.

What I directed

Further into skincare, without losing the puppy.

Lead with the claim. A new pack architecture that puts the clinical benefit and the ingredients, vitamin E, camomile, soothing lotion, at the heart of the story, borrowing the calm confidence of skincare while keeping the warmth Andrex owns.

A pink world for the tier. Distinctive at shelf, and extendable to the wipes and to the autumn campaign.

Built to extend. The system is designed as a tier rather than a one-off, so future skin-health products slot in without a redesign.

Results