Silentnight looks to 'stylish' revamp

Silentnight Beds has brought in Brazen PR as part of a £3m effort to revitalise its image.

The company, best known for its hippo and duck brand icons, marks its 60th anniversary in 2006 and will broadcast its first TV ads in three years from July.

Brazen will aim to 'reinvigorate consumer interest' in the brand, appealing to 'style-conscious 30-somethings'. The campaign's PR budget is £200,000.

The Manchester-based agency saw off Staniforth and Borkowski PR in a pitch. Harrison Cowley North held the account previously.

Brazen will use media relations and stunts. It has a five-strong account team reporting to Lancashire-based Silentnight PR manager Steven Simpson.

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