Andrex has been a household name for decades, but with the advent of social media, and the arrival of younger, fresher brands, a new direction was required.

I was tasked with developing a TikTok strategy which would bring the brand to life for Gen Z.

The challenge was to balance platform-native creative and brand messaging without compromising on content performance.

For me, the obvious route was to find the place where Andrex and TikTok intersect…quality time on the toilet.

This led me to ‘Andrex - The Home of Toilet Scroll’, a mission to create loo break specific content, with particular focus on tapping into niche Tok communities.

At time of writing the content to support this is in development, ready to deliver brand awareness to a new generation of consumers.