Griffin Bacal lands pounds 4 million creative task for Lava soaps

By JADE GARRETT, campaignlive.co.uk, Friday, 10 December 1999 12:00AM

Griffin Bacal has picked up the advertising task for Lava, the 120-year-old soap brand from the lubricants manufacturer, WD-40 Company.

Griffin Bacal has picked up the advertising task for Lava, the

120-year-old soap brand from the lubricants manufacturer, WD-40

Company.



The agency’s managing director, Jo Hoare, led Griffin through a pitch

against two other unnamed agencies for the pounds 4 million account.



The agency is now expected to unveil its launch TV advertising in the UK

early next year. The campaign is then expected to roll-out across the

brand’s key markets in Europe including France, Spain and Germany.



’The brand needs to be positioned somewhere between products like

Swarfega and the biological household soap brands that are used in the

home,’ a source said.



The agency will also handle the media planning and buying business for

the soap brand.



Lava is a hand-cleaning product which is a direct competitor to

Swarfega.



WD-40, which stands for ’water displacement , formulation successful on

40th attempt’, uses McCann-Erickson and Universal McCann to advertise

its products, which include the lubricant and 3-In-One oil.



This article was first published on campaignlive.co.uk

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