Today Andrex® celebrates the milestone birthday of its famous icon the Andrex Puppy.

Monday, 10th September 2012, 12:34 pm

The loveable Labrador retriever Puppy first starred in an Andrex TV commercial in 1972 and has been the embodiment of the brand ever since. However, the future of this little pup could have been quite different...

The original concept for Andrex commercials featured a little girl running through her house trailing a roll of toilet tissue. However it was blocked by TV regulators as they thought it would encourage wastefulness. So, the little girl was replaced by a playful Labrador retriever Puppy and the campaign went on to become one of the UK’s most iconic and loved commercials and the playful Puppy character has become synonymous with the nation’s favourite toilet tissue brand ever since.

As well as featuring on every pack, the Puppy’s achievements have been significant. He’s featured in over 120 TV ads starring alongside fluffy family and friends as well as celebrities including a young Joe Swash (Eastenders/I’m a Celebrity) in 1993.

The Puppy achieved international fame in 2004 when he was voted into the acclaimed Madame Tussauds as the nation’s favourite fictional TV character. Once installed in the London attraction, photos of the Puppy appeared in the press around the world, building his international kudos.

He received a 21st Century makeover in 2010, with computer-generated technology giving the nation a fresh insight into the Puppy’s World. He’s also a big hit on Facebook, where he’s grown a staggering following of over 400,000 fans who interact with him daily.

Jon White, European Bath Tissue Marketing Director at Andrex comments: “It’s a real achievement to reach such a great milestone and we’re so proud that our Puppy is still loved by the nation. We believe that the secret of his success is down to the way he’s evolved over the years and remained relevant. Whilst his cute and cuddliness captures people’s hearts, he’s stood the test of time by mirroring the transformation of family life in the UK.”

To celebrate this landmark Birthday, Andrex has partnered with renowned charity Guide Dogs, with the aim of training at least 40 new puppies into guide dogs . This partnership hopes to transform

the lives of blind or partially sighted people, helping them enjoy the same freedom of movement as everyone else.

There are various ways in which people can get involved and help. Firstly Andrex has created a limited edition collectable soft toy Puppy, dressed in its very own Guide Dogs training jacket. Driven via the successful rewards programme Puppy Points®, consumers simply enter a unique code, collected from celebratory Andrex packs, to purchase the soft toy. 50p from each sale will go directly to the Guide Dogs campaign and people will also have the chance to donate their Puppy Points rewards to the charity.

Supporters will be able to track the progress and learn more about each of the guide dog puppies in training, via Puppy Points and Facebook; everything from their personalities and traits to where they’ve been and what they’ve eaten. Trainers and puppy walkers will share details about training routines and hints and tips, enabling people to learn more about the work of this important charity.

Limited edition packs of celebratory Andrex will be available at all leading grocery retailers between September and December. For more information visit or