DIRECT: Vileda relaunches with Tequila-led DM

Vileda, the home cleaning products brand, is to relaunch next

spring with a direct marketing campaign through Tequila Manchester.

Tequila will handle a range of activity for Vileda, including sales

promotion, direct marketing, radio and press work. The DM campaign will

break ahead of the ’spring cleaning’ season of March and April.

Vileda previously confined its marketing to promotional activity. Its

sales promotions agency had been Triangle Communications, which was

appointed last March.

Tequila’s remit includes brand research and development, as Vileda seeks

to extend its brand into new areas of home cleaning. Kevin Wright, joint

managing director of Vileda, said: ’This is a major undertaking for

Vileda, and Tequila Manchester will be working closely with us at many

levels.’

Vileda is expected to launch a number of new products next year. Tequila

will develop DM programmes for this activity throughout 2000.

Paul Biggins, managing director of Tequila Manchester, said: ’This is a

fantastic opportunity to develop a brand across a broad product range.

We will be challenging the norms of the category.’

This article was first published on Marketing