Andrex Promotional Puppies

Marketing logistics support for Britain's best-loved toilet tissue brand.

Having previously collaborated on a range of successful campaigns, Kimberly-Clark approached us to be their logistics partner for their latest high-profile Andrex activation. As an experienced product fulfilment specialist, we were able to effectively manage the supply chain on behalf of the client. We quickly reconfigured our infrastructure to pack and distribute half a million soft toys, each depicting the famous puppy so synonymous with the brand, as part of an in-store gift with purchase promotion.

The Brief

This brief was truly multi-faceted and required a significant amount of responsive project management to ensure several key milestones were achieved simultaneously. Having taken delivery of the soft toys in bulk directly from their Far East manufacturer, each puppy needed to be quality checked, individually tagged, placed into shelf ready display boxes in accordance with a strict packing specification, and shipped directly to outlet. This had to be achieved within six weeks to align with Andrex’s activation timelines.

The Challenges:

This project was defined by two main challenges: The first was the sheer volume of product to be tagged, packaged, and boxed by hand. The second was the tight deadline, made even tighter by unforeseen issues with the manufacture of the soft toys in the Far East. A significant amount of advertising was arranged to support the activation. It was therefore imperative our fulfilment and distribution teams were able to absorb the supply chain related delays and honour the original call-off deadlines.

The Solution:

We designed and printed dual purpose packaging that provided protection during transport and transformed into an attractive shelf ready promotional unit in store. Our fulfilment team programmed in additional shifts to meet the demand for a consistently high output of product to ensure the activation deadlines were met. We selected a cost-effective distribution partner capable of providing timed deliveries directly to outlet, allowing our logistics team to closely manage the schedule and share live status reports with the client.

The Results:

Half a million happy owners of new Andrex puppies. Thanks to a truly multidisciplinary approach to driving efficiencies, we were able to make more than three hundred separate deliveries to outlets on schedule, and consumers delighted in taking their promotional soft toy home with their purchase of toilet tissue.

"We were seriously impressed with how quickly Dynamic were able to throw extra resource at this project at such short notice. Their fulfilment team were able to absorb the unforeseen delays from the supplier and hit the deadline."

Marketing Manager | Kimberly-Clark