Biss Lancaster scoops Kimberly hygiene account

Kimberly Clark has consolidated PR for its personal care brands, awarding Euro RSCG Biss Lancaster a consumer account said to be worth £400,000.

The contract spans PR for Huggies nappies, feminine care product Kotex and bladder control offering Poise. The agency saw off Freud Communications in a pitch.

Biss Lancaster already represented Huggies, while Freuds worked on Kotex.

Kimberly Clark will look to reposition two of the brands, targeting expectant mothers with Huggies and moving Kotex away from stunt-based promotion. Last year former Atomic Kitten Jenny Frost modelled a range of underwear for a Kotex campaign. While the underwear was a success, it is not thought to have increased Kotex sales.

Poise will be aimed at healthcare professionals and the NHS rather than consumers.

'It was purely a business decision to streamline the process,' said Kimberly Clark communications manager for Europe Camilla Wrey.
Republic PR is the retained corporate agency.

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