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JWT London has developed a print campaign for the Kimberly Clark-owned toilet roll brand Andrex to launch its new range of softer colours. The campaign features the iconic Andrex Labrador puppy in shades of aqua blue and gentle pink. Each ad runs with the line "now in new softer colours". Ads will run on the back covers of the May, June and July issues of magazines as well as 96-,48-, and six-sheet poster sites. For one month, special colour changing Adshel sites will carry versions that alternate from pink to blue. Andrex has been the leading brand in the UK toilet tissue market since 1961. Sales have grown by over £20m in the past year to £281m, according to ACNielsen.