New thinking aims to build sales on paper brands

INNOVATION and development are vital to increase sales of paper products according to Kimberly-Clark. And it says it’s backing its argument with innovative activity on its Andrex and Kleenex lines.

With Andrex, for example, it has expanded its washlets range by adding lightly-moistened fragrance-free Andrex Gentle Clean Washlets.

Kleenex Jan 15 new packaging range-1

A company spokesperson said: “The toilet tissue market is one of the UK’s largest grocery categories, currently worth £1.02bn but over the last year has seen a decline of 2.4%. Andrex has bucked the general performance and has delivered value growth of 1%.

“A key trend in the category is the use of moist toilet tissue, which has enjoyed a marked 15.6% growth in the last year. Andrex Washlets has a 60.9% share of the £36m market.

“The majority of toilet tissue purchases in the convenience sector are top-up purchases. Smaller formats such as two and four-roll offer an accessible price point as well as a convenient to carry format. “

Kleenex is featured in a new TV campaign called Kleenex Kiss. A series of films were made with hidden cameras to capture reactions of people receiving intimate messages.

The campaign will include on-pack and in-store support, retailer competitions and product displays for events such as Mother’s Day, back to school and Christmas.

Kleenex head of marketing Alex Pickering said: “Our goal is to build year-round usage by inspiring others to give a Kleenex tissue to a friend or loved one every day as a gesture of care.

“We have a programme of activity that we believe will encourage people to always have their tissues at arm’s reach, so that they can make these positive gestures every day.”