SMP Andrex campaign raises hygiene awareness

SMP has launched a multi-media direct-response campaign to create awareness of Andrex Kids and provide an educational process for parents in teaching their children about hygiene.

SMP developed and implemented a strategic campaign to achieve the main objective of raising the awareness of Andrex Kids within a new category and subsequently reaching its target audience in an over-saturated market.

Furthermore, it wanted to educate parents about the dry/moist routine to ensure more effective cleaning and better hygiene for their kids as well as creating a mechanism to drive them to trial the new product.

SMP launched the official website, which includes downloadable '50 per cent off' coupons and a competition for consumers and nurseries.

This was followed by a supplement in 'Mother and Baby' magazine, containing information such as 'Five stay-healthy habits your child needs' - complete with similar content on its respective website, also comprising coupons and a link to enter the consumer competition via the Andrex Kids website.

The Mother and Baby supplement will also be distributed to 62,500 mums of nursery school age children via the Pre-School Learning Alliance.

Additional activity includes an Andrex Kids toilet-training forum and 50 per cent off coupons for Andrex Kids on Bounty.com, with further links to the andrexkids.co.uk consumer competition.

Aimed at four- to 11-year-olds and their mums, Andrex Kids is a lightly moistened, dermatologically tested, flushable toilet tissue.

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