B2C: Andrex Gorgeous Comfort
Brief: Persuade people to trade up from their normal Andrex toilet tissue to quilted Gorgeous Comfort with a door drop to 1.1 million households
Solution: A DM piece celebrating little moments of comfort, with a coupon allowing people to get MONP. Over 87,000 coupons were redeemed, an 8% response rate (4% over the industry average). During the promotional period, volume sales increased by 2.8%
