Andrex's Slogans & Taglines

Andrex is a British brand of toilet roll that has been a household name for over eight decades. First produced in 1942 at St Andrew's Mill in Walthamstow, it was originally developed as a disposable gentleman's handkerchief and sold exclusively at Harrods. By 1961, endorsements from Hollywood stars propelled it to market leadership, a position it has held ever since. The brand's defining moment came in 1972 with the debut of the iconic Andrex Puppy—a golden Labrador who replaced a banned concept of a girl trailing toilet paper. The puppy became one of Britain's most beloved advertising icons, embodying the product's softness and strength. Awarded a Royal Warrant in 1978, Andrex has consistently innovated, from launching the world's first 2-ply toilet tissue to introducing moist wipes and eco-friendly Mega Rolls. Its enduring slogans have evolved from "Soft, strong and very very long" to the modern "Be kind to your behind," reflecting a commitment to quality and comfort. Now owned by Kimberly-Clark, Andrex remains a symbol of British hygiene tradition and the enduring belief that everyday essentials deserve a touch of care.