Kimberly-Clark is launching a campaign for Andrex to get the nation thinking about their bathroom habits and divide consumers into Scrunchers or Folders.

A TV ad is asking whether people scrunch or fold their toilet tissue, featuring some funny personality stereotypes. Consumers will be encouraged to visit to take part in the interactive poll to vote. There will also be activity via the Andrex pup’s Facebook page and Twitter. The results will be revealed in a second ad, set to hit screens on March 11.

There is new packaging across Andrex Classic with the questions ’What do you do?’, ’Scrunch for Softness?’ or ’Fold for Strength?’.

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