Lever Fabergé hires Lexis for Dove consumer drive

Lever Fabergé has appointed Lexis PR to spearhead a consumer PR push for its Dove brand during 2004.

The agency will replace Countrywide Porter Novelli on the retained account, for which PR fees are understood to be in the region of £250,000.

Lever Fabergé is expected to invest heavily in its Dove portfolio, one of its ‘power brands’. It encompasses almost 50 products, from body washes to shampoo.

The company’s spend on the brand is yet to be finalised for 2004, but the total PR budget is understood to be around £650,000, with Lexis netting fees of between £200,000 and £300,000.

Lexis board director Margot Raggett said a ‘year-round’ PR campaign would kick off in January and would include promotional work on the launch of ‘at least two innovations’ in the Dove brand portfolio.

Raggett, who leads an initial eight-strong account team, added that one aim was to take the Dove range beyond the female beauty pages via a news-creation programme that would target the national press.

Raggett, who reports to Dove brand activation manager Jo Riley, said the remit was Lexis’s first retained Lever Fabergé PR contract.

CPN was hired to promote Dove almost five years ago (PRWeek, 20 November 1998), but will cease to represent the brand at the end of this month.

Lexis has scooped the core consumer account following the completion of a project brief for the Dove deodorant range over the summer.

Four agencies – including CPN – pitched for the deodorant project in April. Lexis has spent the past six months promoting the Dove brand alongside CPN.

To promote the Dove deodorant range, Lexis based its PR campaign around research into the ‘top ten irritants’ for women, which included under-arm irritation after shaving.

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