Snuggle parent Sun Products taps Current for laundry portfolio

The Interpublic Group agency is tasked with handling media outreach, influencer relations, and event support for Sun Products' laundry brands, which include All, Snuggle, and Wisk.

WILTON, CT: Sun Products has brought on Current Lifestyle Marketing as its PR agency partner for its laundry brands.

The Interpublic Group agency is tasked with handling media outreach, influencer relations, and event support for Sun Products’ laundry brands, which include All, Snuggle, and Wisk.

Current was initially brought on in May to help the company with a launch event in New York City for its Snuggle Scent Boosters. The firm’s work was expanded in June, said Virginia Devlin, president of the agency.

She added that Current was introduced to Sun by sister IPG agencies Lowe Campbell Ewald, which handles advertising for the company, and Lowe Profero, which manages social media and digital. The household-products manufacturer was looking for a new PR agency partner, and after meeting with Current, the company decided not to issue an RFP for the business, said Devlin.

"It’s a nice IPG collaboration among the three agencies, and we’re doing more and more work with Lowe and aligning ourselves with each other as much as we can for new business opportunities," she said.

Cone Communications previously worked on the account. Representatives from Cone were not available for comment.

Devlin said the agency, with five core team members on the business, is dedicated to keeping the three "iconic" laundry brands relevant and top-of-mind for consumers.

"We’re really focused on finding those consumer insights and that sweet spot of what a brand can credibly offer and what consumers really want," she explained.

Eric Slutsky, EVP and head of Current’s New York office, is leading account work.

Budget information was not disclosed. Develin said the contract on the account is open-ended.

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