- Cultivate Brand Affinity Among Under-25s
To engage and build a genuine connection with the next generation of buyers, we set out to create deep brand affinity for Andrex among under-25s. By aligning the brand with the TikTok vernacular, we aimed to make Andrex feel like a trusted, relatable part of Gen Z’s lives.
- Position Andrex as a Modern, TikTok-First Brand
To future-proof the Andrex brand, we redefined it as a TikTok-first brand, embracing the unique culture, tone, and trends of the platform. Our goal was not just to create content but to create native TikTok content that resonated with young, digital-savvy audiences, ensuring Andrex’s relevance in the rapidly evolving landscape of social media.
We integrated the Get Comfortable message seamlessly into popular TikTok trends, ensuring Andrex felt authentic and native to the platform. By tapping into trending hashtags, viral challenges, and viral sounds, we positioned the brand as relevant and engaging for Gen Z.
We also created content that spoke directly to diverse TikTok communities like #BookTok, #CleanTok, and #PoopTok, which all sit adjacent to toileting in one way or another. This allowed us to authentically address different interests while maintaining brand relevance and authority.
Placing relatability at the core of the strategy, we focused on the universal, everyday experiences of going to the loo. By highlighting humour and comfort in relatable, candid moments—whether it’s a ‘good’ one, a ‘bad’ one, or even taking time out for a moment of peace—we ensured the brand felt down-to-earth and approachable.
We embraced TikTok's playful, meme-driven culture, using humour and real-life scenarios to demystify toileting and normalise conversations about intimate wellness. This made Andrex feel both modern and welcoming for socially-savvy consumers.
Finally, we encouraged user-generated content and engagement through relatable challenges, empowering the audience to share their own “comfort” moments with Andrex, building an authentic, grassroots connection with the brand.
