Andrex

Britain has a quiet case of social constipation. 47% of us won't poo at work, 23 million won't use a public loo, and shy bowel is a bigger national phobia than spiders. Get Comfortable set out to fix that, treating intimate wellness like skincare rather than a sanitary product, with every idea built on a real human truth too awkward to say out loud. That honesty bought us licence to be bold in a category that never is. The platform drove a £51m rise in year-on-year sales and a record 34.5% market share, and the UK look and feel became the global standard for every toilet paper brand under Kimberly-Clark, with the worldwide toolkit and guidelines to roll it out. Three campaigns followed for the masterbrand: the launch, the first school poo, and the labour poo, the last running a series of social films with Katherine Ryan, who also gave us an episode of her podcast.