Skymark works with Kimberly-Clark to update Andrex packaging

Skymark, based in Ilkeston, Derbyshire in the UK, produces multi-layer blown polyethylene films, which are used in several applications including lamination and general-purpose films, to a width of 2.6m (8.5ft). 

The specialist film developed specifically for the new Andrex range has been created to offer Kimberly-Clark excellent product appearance but also optimized product processing within their toilet tissue production facilities.

By using novel blown extrusion and printing technologies Skymark enabled Andrex to improve the visual architecture of its packaging to provide consumers with the opportunity to look into the product itself and increase product shelf appeal. 

The iconic Andrex Puppy graphic across the entire range in conjunction with the use of high-definition flexographic printing allowed Andrex to improve and better co-ordinate its brand management.

The refreshed Andrex portfolio is part of an ongoing multimillion dollar investment from Kimberly-Clark designed with consumers in mind, and aimed at providing an improved consumer experience in store, regardless of the shelf space or retail environment. It is also intended to communicate the Andrex commitment to help consumers achieve enhanced levels of cleanliness. 

The roll-out of the new portfolio started in February and is expected to be completed by April.

Paul Neath, Skymark director, said: ‘By working closely with the Kimberly-Clark Andrex marketing, graphic and technical teams, we have been able to develop new elements to the packaging that create shelf appeal and consistency.

‘When combined, these changes improve the shopper experience by creating an aisle that is not only more engaging but simpler to navigate.  In addition, the complementary moist and dry toilet tissue products are now aligned and can be displayed together on shelf.’

Karel van der Mandele, Andrex marketing director at Kimberly-Clark, added: ‘The updated packaging will interrupt the shopper gaze, while new visual cues for each product will inform and educate the shopper.

‘The relaunch will encourage purchase of both dry and moist products to add value back into the market.’