NEWS: Fort Sterling seeks shop for Nouvelle task

Fort Sterling is looking for a agency to handle its Nouvelle toilet tissue brand following Leagas Shafron Davis’s decision to resign the business, which it had held on a full-service basis.

Fort Sterling is looking for a agency to handle its Nouvelle toilet

tissue brand following Leagas Shafron Davis’s decision to resign the

business, which it had held on a full-service basis.



Leagas Shafron chose to end its nine-month relationship with Fort

Sterling after a pounds 2 million television brand-building campaign

failed to materialise.



It is understood that Fort Sterling, which has an extensive own-label

business, decided to hold back on advertising to ease the pressure on

its margins.



Mike Davis, the Leagas Shafron managing director, said it had not done

any significant advertising for Nouvelle since winning the account.

‘Fort Sterling said it wanted to do more tactical work, but this would

not have justified our fees,’ he claimed.



Fort Sterling’s group marketing director, Phil Luckett, would not

confirm the split or that the company was looking for a new agency.



Despite being Britain’s largest manufacturer of re-cycled paper

products, Fort Sterling has not made a significant impact on the pounds

600 million UK toilet tissue market. Nouvelle remains a minor brand that

struggles for supermarket shelf-space.



Fort Sterling has had to overcome consumer apathy towards recycled

tissue, which is not seen as sufficiently soft or clean.



Nouvelle’s emphasis on the fact that it is a recycled product was in

tune with the rise of the ‘green’ consumer in the late 80s. However,

today rival manufacturers make similar claims and the brand’s growth has

been hampered by the success of own-labels.



Nouvelle has not been on TV since last year when it ran a commercial

through David Pearson Advertising.