Pegasus called in for Soft & Gentle and Cuticura brands

LONDON: Keyline Brands has brought on Pegasus to handle a major consumer PR drive for two of its personal care brands, Cuticura and Soft & Gentle.

LONDON: Keyline Brands has brought on Pegasus to handle a major consumer PR drive for two of its personal care brands, Cuticura and Soft & Gentle, on a retained basis.

Pegasus won the account for Cuticura, an antibacterial medicated soap, from Cirkle after a competitive five-way pitch. Keyline Brands subsequently awarded the agency business for Soft & Gentle, a deodorant brand.

Helen Yeardsley, a director in Pegasus' consumer health and beauty unit, will lead the two accounts, reporting directly to Jen Edwards, marketing director at Keyline Brands.

Pegasus is preparing a consumer and trade media push across traditional and digital platforms for Cuticura and devising experiential work as part of the campaign.

“The key thing about the hand sanitizer market is that it has traditionally been driven on fear and negative connotations,” Yeardsley said. “As a result, consumers don't have brand loyalty to a particular product, and our priority is to create an engaging and memorable campaign to build that loyalty with the Cuticura range.”

The campaign will be “hard-hitting and humorous,” she added.

Pegasus' upcoming work for Soft & Gentle will aim to increase sales and create a personality for the brand within the deodorant market.

Keyline Brands acquired Soft & Gentle from Colgate Palmolive in January for an undisclosed sum.

Pegasus has handled PR for Keyline Brands' Bio Oil for three years. The firm also works for other personal care brands such as Trilogy, Manuka Dr, and Steam Cream.

This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.

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