Andrex wants to know whether you scrunch or fold.
No, I don’t know what that means either.
Apparently there is a debate raging: whether it is better to scrunch or fold your toilet paper.
This particular debate seems to have bypassed me, but if it had have caught my attention I am pretty sure it would have happened in my local after roughly four and a half pints.
Andrex disagrees, they think prime time TV is the place to pose the eternal question.
Splashing valuable marketing money Andrex has put together this cringe inducing spot:
It is worth remembering at this stage what it is that Andrex wants to achieve.
They want to sell toilet roll.
It is an eternal truth that the aim of marketing is to sell things. Simple.
Therefore, Andrex wants us to think of them when you need to wipe your bum. They want you to use too much Andrex when you wipe your bum so that you have to go out and buy more Andrex to wipe your bum again next time.
That is it. Nothing will make the Andrex Puppy more happy than to see his profits rising as his toilet roll flies off the shelves.
For most companies the aim is to sell their products and that is why the most effective adverts aim to present a good reason for you to buy their product.
Andrex begs to differ, instead their new advert is not aimed at giving you a good reason to buy their product but is giving a (not-so-good) reason to visit their website and ‘vote’.
This begs the question: why spend money producing and placing an ad that doesn’t try to sell your product?
I can only assume one reasonable explanation, a social meda expert has gotten their way into the company.
Only a social media expert would advise such a thing.
Having spent time with social media types it has become clear that to them ROI is only a part of the puzzle and that ‘relationships’ and ‘community’ are just as important.
Who cares about having a relationship with the people who make paper for you to wipe your bum? I just want to buy it (for a reasonable price), use it and make sure it doesn’t make me sore, nothing more, nothing less.
Then there is the thought that the ‘call to action’ posed in said advert actively requires the viewer to go online, type ‘andrex.co.uk’ and then vote!
I did vote, out of curiosity, and to my surprise I still wasn’t given a good reason to buy Andrex, I was just presented with the same old Facebook guff that every other big brand is pushing at the moment.
Never has there been a better specimen of crap advertising.