Knickers for Andrex

According to PR Week, 'the media in general do not want to write about toilet paper'. So Andrex had to create something newsworthy for the launch of their new Andrex Shea Butter bog roll. And they did. It was knickers. With shea butter lotion incorporated into a back panel. There were obviously photo opportunities (see photo) with the typical 'blond girl in pants' images, but they've also sold 350 pairs of the knickers, found endorsement from a psychologist who is a specialist in underwear(!), and celeb Atomic Kitten and Celebrity Masterchef winner Liz McClarnon was the bottom of the campaign. A pretty standard consumer PR campaign. So if I see any of you slipping off your seats in the lecture I'll know what you're wearing...