Freud to handle Braun Oral-B brief

Freud Communications has won the Braun Oral-B UK consumer PR account, after a three-way pitch.

Freud Communications has won the Braun Oral-B UK consumer PR account, after a three-way pitch.

With three product launches scheduled for 2001, the company is thought to be spending close to pounds 500,000 in fees for PR alone.

Freud beat off rival consumer PR agencies Red Rooster Beauty and Consumer PR and Countrywide Porter Novelli for the work. Incumbent agency Hill & Knowlton did not repitch for the account.

The brief covers the three new products, which fall in the power toothbrush portfolio, the existing power toothbrush range, manual toothbrushes, and floss products. Freud will also work on educating consumers on oral care.

Marketing spokesman for Braun Oral-B Julian Williams said: '2001 is going to be an important year for Oral-B, with three new product launches. We wanted a new, innovative approach to consumer PR, and the Freud creatives were in line with this strategy.'

Account director Kathy Scard heads a team of six for Freud, with the account falling into the brands division.

The three new Braun Oral-B electric toothbrushes are part of a pounds 50m-plus global marketing spend this year.

Freud director Oliver Wheeler said: 'While the exact nature of the strategy is yet to be decided, it will target consumers in the traditional Freud fashion, with a high impact campaign.'

The power oral care part of the business is its fastest growing, with net sales rising by 22.5 per cent between 1995 and 1999. Braun Oral-B has a 68 per cent share of the power toothbrush market.



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