NEW YORK: Energizer Personal Care's Playtex brand has selected Lippe Taylor as AOR for feminine care and products following an RFP. The agency began working on the account at the beginning of the year.
Lippe Taylor's experience in the feminine care category was a contributing factor towards its selection, said Jessica Goldberg DiPietro, MD at the agency. The firm previously worked on Procter & Gamble's Tampax and Always brands from 2001 to 2006, and it helped to launch the Tampax Pearl line.
GolinHarris had worked as AOR for Playtex feminine care and products since the end of 2009. The agency said the relationship concluded at the end of 2012. Before that, the brand worked with Cohn & Wolfe, though not as AOR.
For the one-year contract, DiPietro said Lippe Taylor is initially tasked with continuing the Playtex “Play On” campaign and raising brand awareness for the newly redesigned Gentle Glide 360-degree tampons. She declined to disclose the budget. Playtex is not working with other PR agencies.
Representatives from Playtex were not immediately available for comment.
To create buzz for the “Play On” initiative and Gentle Glide, the firm will engage a mix of lifestyle, entertainment, beauty, and health media, as well as bloggers, added DiPietro.
“We want to help them to reach their consumers and drive awareness and sales,” she explained.
Lippe Taylor will also work on a consumer insights survey for the brand, as well as some events, such as the “Tampon 101” event the agency held for editors and bloggers in New York.
The firm, which will have a team of five staffers on the account, will not handle any social media work for Playtex, DiPietro said.
Lippe Taylor also recently won work from Freeman Beauty and Built. Last November, the agency's integrated marketing and communications firm ShopPR was named AOR for Wolverine Worldwide's Keds shoe and apparel line.
This story was updated on January 22 to add information about the agency's previous work on the Tampax and Always brands.