In 2009, Kimberly-Clark decided to launch Andrex®' s most luxurious toilet tissue to date: Andrex® Shea Butter. The new product offers consumers a more sensory experience - each sheet is enriched with Shea Butter.
We were tasked with creating a high impact, limited budget promotional campaign for key retailers to drive strong consumer appeal, increase awareness and drive sales.
In addition, the campaign had to communicate the silky softness of the new product to shoppers, with the proposition 'Feel Fabulous with Andrex® Shea Butter', as well as integrate with PR activity.
We recommended implementing a partnership marketing strategy to maximise awareness and drive sales. Radox Nourish Shea Butter hand wash was identified as being the most appropriate partner. Sampling stands allowed shoppers to feel the quality and attributes of the product and receive a leaflet complete with a money off next purchase coupon. They also received a free gift of a full size (300ml) Radox Nourish hand wash with each Andrex® Shea Butter purchase. A microsite gave shoppers the chance to win a luxury spa weekend with a unique Shea Butter body treatment.
Both brands achieved category standout and cross-pollinate in each others' aisles.
2048% sales uplift for Morrisons over the 4 weeks post-sampling activity, with a 36% conversion rate.
Sales uplift of 306% at Sainsbury's on the sampling day alone and a conversion rate from sampling to purchase of 73% - against the category average of 22%.
'SMP's successful implementation of this campaign effectively demonstrates how two leading brands, with such strong synergies, can provide mutual support to both increase awareness and create such an impressive uplift in sales.' Maylis Galeano, Andrex® Shea Butter Brand Manager