Level: Sub-series
Reference: HAT50/1/16
Alt Ref No.: Hatrecord
Extent: 100 folders (11 boxes)
Agency: J Walter Thompson (JWT), London
Advertiser / Client: Bowater-Scott Corporation Ltd
Related Material: HAT: JWT/7/1 (client research and work for Andrex, 1993).
Admin History: The Bowater Paper Corporation was a major UK manufacturer of paper and the Bowater-Scott Corporation, a company jointly owned with the market leader in tissue technology, the Scott Paper Company of Philadelphia, was formed in 1956. Scott Paper was founded in 1879 in Philadelphia, Pennsylvania by the Scott brothers, and is often credited as being the first to market toilet paper sold on a roll. They began marketing paper towels in 1907 and paper napkins in the 1930s.
JWT began advertising Andrex ('the most civilised toilet tissue') in 1955 against traditional hard toilet paper. By 1965 it held over a quarter of the market and outsold all hard toilet paper. JWT also redesigned the package and moved Andrex from under the counter onto the open shelves, stressing its softness and mother-care attributes to increase sales further.