The campaign comes shortly after the 2023 launch of Andrex’s partnership with Bowel Cancer UK and broadcaster ITV, with a joint campaign featuring past Big Brother housemates and Sharon Osbourne that began to appear in the final week of Celebrity Big Brother.

This will be followed in April by a joint Andrex and Bowel Cancer UK spot as part of the wider “Get Comfortable” campaign dubbed “Born Unembarrassed.”

While the push aims to cement Andrex as a more purposeful brand, Stone also wants to drive sales and engage younger consumers in a category being disrupted by direct-to-consumer competitors such as Who Gives a Crap.

“Being a big, generic brand is great, but we have to constantly work to stay relevant. We want to stay as relevant as possible for all generations, particularly newer generations, and that means [as a brand] you have to reinvent yourself not completely, but keep evolving to stay modern,” he said.

“But ultimately, this is about enabling people to make valued choices on a really simple level, whether that’s choosing a better product or adopting a better routine,” he added.