Mother nets Organics relaunch task

Mother is consolidating its position with Unilever, this time

securing its first place on the Lever Faberge roster, with news that it

has been appointed to relaunch the Organics haircare range in the

UK.



The agency's appointment throws J. Walter Thompson's hold on the pounds

2 million UK Organics business into question. The agency has held the

account since the brand launched in 1995.



Mother's work will aim to break away from traditional hair advertising

by dramatising women's relationships with their hair in an engaging

way.



It will include national TV and press in both fashion and general

interest titles, and will also feature a London poster campaign.



Lever Faberge called a pan-European pitch for its pounds 10 million

Organics haircare range earlier this month. The two Unilever roster

networks JWT and Lowe Lintas Paris are pitching for the business.



Stef Calcraft at Mother said: "There's a huge opportunity to take the

Organics brand beyond the existing norms in the haircare market. The

passion and commitment of the team at Lever Faberge has made them the

perfect partners to work with."



Sarah Taylor, the brand activation manager for Organics, said: "Hair is

an emotionally charged subject for women and we wanted to recognise that

fact in our advertising."



The Organics brand was relaunched in January with a campaign through JWT

introducing New Organics with its essential oils.



JWT provoked controversy last November with its Organics poster ad,

which showed a smiling red-haired woman looking down her bikini bottoms.

The ASA threw out the 211 complaints it received.