Home > Uncategorized > Is Andrex’s ‘Scrunch or Fold’ campaign a watershed?
  1. MsDermena
    February 12, 2013 at 12:12 am | #1

    I have a slave to lick it clean… Doesn’t everyone?.

  2. Jomfy Fairley
    February 12, 2013 at 1:22 pm | #2

    This campaign from JWT London is not new. Sorbent (Australia’s toilet roll brand) did ‘Scrunch or Fold’ bigger and better back in 2006. See TV spot here: http://www.youtube.com/watch?v=3jkbSWd48lc

  3. February 13, 2013 at 5:27 pm | #3

    Thanks for your comments folks. Interesting to see that the whole idea isn’t new. I also found other references to the practices though not that ad.

    It’s a strange campaign. Once you vote you don’t get any reward for it, I’d expect some kind of engagement and push towards making a purchase. Or some brand messages conveying the superior quality of the product.

    And there’s no debate about whether one or the other provides a superior experience. If there was a campaign to get people folding because scrunching used more paper and was therefore worse for the environment, I’d half understand why the the debate had been started.

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