ICI picks Shandwick Welbeck for branding work

ICI Acrylics has appointed Shandwick Welbeck to turn Lucite, a raw material used to make bathtubs, into a brand recognised by consumers.

ICI Acrylics has appointed Shandwick Welbeck to turn Lucite, a raw

material used to make bathtubs, into a brand recognised by

consumers.



Harrison Cowley kicked off the campaign last year with brand-building

work aimed at the bathroom trade. The agency lost out on the six figure

account after a three-way pitch which also included Kable Public

Relations.



’It is a much bigger campaign this year,’ said Joanne Milroy, director

at Shandwick Welbeck. ’The strategy is to develop the market for baths

and create a brand, just like Intel Inside.’ The slogan has meant that

Intel is now widely recognised by consumers as a computer chip

manufacturer.



Shandwick Welbeck already handles PR for ICI Acrylics’ sister company,

ICI Paints, and started work on the one-year contract last week. It will

handle media relations, retailer communications and exhibition support,

targeting the trade as well as consumers.



’In some ways you would think that the bath was dead and showers had

taken over,’ Milroy added. ’But demand is still there. People don’t bath

to get clean. It’s relaxation time, with candles and music.’



ICI Acrylics produces raw materials for kitchen sinks and other

household equipment, so the Lucite campaign could become a blueprint for

others.



At present, the company has no other retained PR agencies.



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