The recent campaign by Andrex has left me a little bemused.
I don’t think I can be accused of being a prude. And as the theme of this blog will testify, it has not been unknown for me to have an unnatural interest in toilet health.
This campaign appears to think it is extremely clever. It toys with one of those last areas of taboo in modern life that has otherwise been turned over to exhibitionism. By attempting to generate a debate on how, not to put too fine a point on it, we ‘wipe our backsides’ it goes somewhere that we just do not want to go in public.
Conventional marketing communications theory would say, “brilliant!” The implication is that the shock value of seeing people talking about how they wipe their bum will grab our attention, watch the advert, and buy the toilet roll. And by engaging us in social media, by asking us to choose whether we ‘fold‘ or ‘scrunch‘, it deepens our relationship with the brand.
For some time, I’ve reflected on whether advertisers may be forced to abandon the traditional ‘message effect’ of the persuasion tools of humour, guilt and fear, in favour of the more physiologically grounded effect of disgust, whether moral or physical. In an increasingly noisy environment, such effects are less easy to avoid than the traditional ones more grounded in psychology. I’ve had Kelly, D (2011) by my bedside, but never seem to get the guts to read it. Maybe the Andrex campaign is the excuse I need.
Apologies for the imagery (Andrex planted it there), but am I the only one for whom this argument leaves ‘skidmarks’? If they needed to grab your attention, I could understand, but they don’t. As a loyal Andrex customer, I’m left bemused, and feeling as if I should switch to another brand.
If the campaign had been run with a PR element to it, I would have been much more sympathetic to it. Do we really believe Andrex ‘give a shit’ whether we ‘fold‘ or ‘scrunch‘? If they did, and it was a genuine conversation, perhaps it would work.
Maybe if the effort had been linked to something more substantial, such as an awareness raising campaign in conjunction with Beating Bowel Cancer, or another charitable campaign on sanitation, I would have been a lot more sympathetic to it. There could have been much more active media relations and social media activity on the basis of this charitable ‘CSR’, and what is often called the ‘managed controversy’ discussed earlier that would help secure column inches, as well as people talking, for the right reasons. There are links to charities on the Andrex website, but nothing above and beyond their usual work, and nothing tied in with this campaign.
Instead, I’m left feeling like this is a cheap stunt on Andrex’s part, and as such, it leaves me with a bad smell. Here endeth the toilet humour.