Pegasus called in for Soft & Gentle and Cuticura consumer drive

Pegasus has been brought in to handle a major consumer PR drive for two personal care brands, Cuticura and Soft & Gentle, on a retained basis.

Cuticura: Consumer drive with Pegasus
Cuticura: Consumer drive with Pegasus

Both products are owned by Keyline Brands, which acquired the deodorant brand Soft & Gentle from Colgate Palmolive in January for an undisclosed sum.

The agency won the account for Cuticura, an antibacterial medicated soap, from Cirkle after a competitive five-way pitch. It was awarded the Soft & Gentle business by Keyline Brands as a direct result.

Helen Yeardsley, director at Pegasus, will lead the two accounts, reporting directly to Jen Edwards, marketing director at Keyline Brands.

Pegasus is currently preparing a consumer and trade media push across traditional and digital platforms for Cuticura and devising experiential work as part of the campaign.

Yeardsley said: ‘The key thing about the hand sanitiser market is that it has traditionally been driven on fear and negative connotations.

‘As a result, consumers don’t have brand loyalty to a particular product and our priority is to create an engaging and memorable campaign to build that loyalty with the Cuticura range.’

Yeardsley added the campaign would be ‘hard-hitting and humorous’.

Pegasus’s upcoming work for Soft & Gentle is intended to create a personality for the brand within the competitive deodorant market and increase sales.

The accounts will be managed by Pegasus’s consumer health and beauty arm, which was recently bolstered with the hiring of Juliet Cornwell as a senior account director.

Pegasus has handled PR for Keyline Brands’ Bio Oil for three years and also works for other personal care brands such as Trilogy, Manuka Dr and Steam Cream. 

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