SCA reviews Bodyform and Velvet PR strategy

The Velvet and Bodyform personal hygiene brands are set for a PR-led revival with owner SCA Hygiene planning an agency hire to turn around flagging sales.

PR activity dropped off in 2004 with minimal spending through agency Weber Shandwick. But faltering sales have encouraged SCA to reinvest in comms.

Munro & Forster Communications, EHPR, Haygarth and Nexus Communications are in the running to battle it out for a six-figure UK account. WS is not repitching.

The brief centres on promoting Velvet toilet tissue and Bodyform sanitary towels, but the successful agency will be retained as SCA's agency of record across its brand range.

Velvet is the UK's second biggest selling toilet tissue behind Kimberly-Clark's Andrex. Last year the brand focused on advertising, moving away from its 'Love Your Bum' tagline with a £15m advertising push depicting factory workers resting on toilet tissue.

Velvet sales through the grocery trade in the year to 2 October 2004 dropped by 19 per cent to £89m - less than a third of Andrex's sales, according to the ACNielsen Scantrack report.

Bodyform also struggled last year. Sales through the grocery trade fell by 12 per cent to £13m, well behind market leader Always Ultra.

The pitch process is being managed by the Marketing Communication Consultants Association (MCCA).

Shortlisted agencies are in the throes of chemistry meetings. The MCCA said the pitch would conclude by the end of April.

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