Marketing logistics support
for Britain’s best-loved
toilet tissue brand
Having previously collaborated on a range of successful campaigns, Kimberly-Clark approached us to be their logistics partner for their latest high-profile Andrex activation. As an experienced product fulfilment specialist, we were able to effectively manage the supply chain on behalf of the client. We quickly reconfigured our infrastructure to pack and distribute half a million soft toys, each depicting the famous puppy so synonymous with the brand, as part of an in-store gift with purchase promotion.
during agreed window
Packaging and distributing
This brief was truly multi-faceted and required a significant
amount of responsive project management to ensure several
key milestones were achieved simultaneously. Having taken
delivery of the soft toys in bulk directly from their Far East
manufacturer, each puppy needed to be quality checked,
individually tagged, placed into shelf ready display boxes in
accordance with a strict packing specification, and shipped
directly to outlet. This had to be achieved within six weeks in
order to align with Andrex’s activation timelines.
High volume, with a
tight delivery window
This project was defined by two main challenges: The first was
the sheer volume of product to be tagged, packaged, and
boxed by hand. The second was the tight deadline, made
even tighter by unforeseen issues with the manufacture of the
soft toys in the Far East. A significant amount of advertising
was arranged to support the activation. It was therefore
imperative our fulfilment and distribution teams were able to
absorb the supply chain related delays and honour the original
A dedicated team
executing a precise
We designed and printed dual purpose packaging that provided protection during transport and transformed into an attractive shelf ready promotional unit in store. Our fulfilment team programmed in additional shifts to meet the demand for a consistently high output of product to ensure the activation deadlines were met. We selected a cost-effective distribution partner capable of providing timed deliveries directly to outlet, allowing our logistics team to closely manage the schedule and share live status reports with the client.
Each individual soft toy had a branded and barcoded booklet attached to its ear using a Kimble gun. We designed and printed 500,000 ear tags for the activation.
Working closely with the soft toy supplier, we targeted a reduction in the use of plastic packaging throughout the supply chain.
Our logistics team liaised with each outlet directly, monitoring live inventory levels and booking scheduled deliveries of replacement stock.
Half a million happy owners of new Andrex puppies
Thanks to a truly multidisciplinary approach to driving efficiencies, we were able to make in excess of three hundred separate deliveries to outlets on schedule, and consumers delighted in taking their promotional soft toy home with their purchase of toilet tissue.
Delivered on time
We were seriously impressed with how quickly Dynamic were able to throw extra resource at this project at such short notice. Their fulfilment team were able to absorb the unforeseen delays from the supplier and hit the deadline.
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