Roose and Partners lands Kleenex

By EMMA HALL, campaignlive.co.uk, Friday, 28 February 1997 12:00AM

Roose and Partners has scooped the pounds 6 million Kleenex toilet tissues and kitchen towels business after pitching against Abbott Mead Vickers BBDO, Simons Palmer Clemmow Johnson and Banks Hoggins O’Shea.

Roose and Partners has scooped the pounds 6 million Kleenex toilet

tissues and kitchen towels business after pitching against Abbott Mead

Vickers BBDO, Simons Palmer Clemmow Johnson and Banks Hoggins

O’Shea.



The Kleenex business is a full-service win for Roose and Partners, and

the agency is already buying media for its new client, although the

creative work currently on air was originated by Roose’s predecessor,

FCB.



The account came up for grabs when Kleenex’s former owner,

Kimberly-Clark, merged with Scott Paper and was forced to sell off some

of its brands after the European Commission objected to its monopoly

position. The Swedish paper conglomerate, SCA, bought the ten-year

licence for the Kleenex toilet tissues and kitchen roll brands, as well

as Scotties and Handy Andies.



SCA asked agencies to come up with ideas for the future positioning of

the Kleenex Double Velvet brand, including issues such as its naming and

development. A radical overhaul of the brand is expected to be

manifested in Roose’s Kleenex advertising when it breaks later this

year.



Roose and Partners has handled Bodyform, another SCA brand, for ten

years.



Ted Roose, the chief executive of Roose and Partners, said: ’I am

delighted to add such a famous name as Kleenex to our client list and

excited about SCA’s ambitious plans for the business. It is a

high-profile endorsement of our ability to create successful long-term

brand business with major advertisers.’



The agency’s other major clients are Nestle Rowntree confectionery and

Finish, the dishwasher detergent owned by Benckiser.



FCB, which handled all the Kleenex business when the brand was owned by

Kimberly-Clark, still handles Kleenex facial tissues.



Kleenex’s last campaign started in 1991, and consisted of 13 films about

a young divorced woman living alone, her streetwise sister and her

friend.



Last November a younger trio was introduced to update the campaign.



This article was first published on campaignlive.co.uk

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