Pink Parcel appoints DeVries SLAM ahead of UK launch

Consumer agency DeVries SLAM will manage the UK launch of a subscription service for feminine hygiene products.

Pink Parcel: New subscription service for feminine hygiene products
Pink Parcel: New subscription service for feminine hygiene products

After a non-competitive pitch, the agency has secured an initial three month-contract with a view to continuing in 2015.

DeVries SLAM has been brought in to drive awareness and increase subscriptions among 27- to 35-year-old women. The brief includes traditional media relations and product placement in consumer titles, beauty and lifestyle blogger relations and strategic event sampling.

Pink Parcel provides subscribers with a monthly supply of tampons and towels as well as a selection of tea, chocolate and beauty products from premium brands.

The agency will also launch the brand’s newest offering, Teen Parcel, with a digital Twitter party this week in order to start a conversation about the brand with bloggers who are mothers with teenage daughters.

The brand joins the agency’s existing consumer roster, which includes Benefit Cosmetics, Accolade Wines and Tanqueray Gin.

Jayne Cherrington-Cook, managing editor at Pink Parcel, said: "DeVries SLAM demonstrated a genuine passion, understanding and enthusiasm for our brand and has a proven track record in launching women’s lifestyle products. It is the perfect partner to help us cement the success of Pink Parcel and to launch our new offering, Teen Parcel."

DeVries SLAM MD Helena Bloomer said: "We will use our vast expertise in working with female focused brands as well as targeting millennials to ensure double-digit growth for Pink Parcel over the next year."

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