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Problem.
After many years of hard work to grow the brand, consumer use of the Andrex Washlets has plateaued at around 30%.
Insight.
Everyone wipes differently and it's often a shock when you find out how others wipe.
Solution.
Poll the nation on how they wipe to start the conversation around the subject and allow Washlets to authentically occupy the space.
This will lower the barrier of entry, which was one of the most significant factors that stopped people from buying them.
Research showed that some consumers don’t want to buy wet wipes because they might not be flushable. Changing the name to flushlets is a Behavioral change that will minimize this problem.
Pundits to keep the audience engaged throughout the campaign.
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