The global advertising account for Slim-Fast, the diet brand, is
expected to come up for review in the next few weeks following last
week’s announcement that Unilever is to buy the brand.
The account is held by Grey. Advertising is in key markets including
Europe and the US, but is likely to go up for review once the sale to
Unilever has gone through. Grey is one of the main roster agencies for
the Anglo-Dutch giant’s biggest rival, Procter & Gamble.
Unilever also announced takeover plans for the Ben & Jerry’s ice-cream
brand. Advertising for Ben & Jerry’s is handled by Third Planet in the
UK and McKinney & Silver in the US.
It is unclear which agencies will handle the accounts in the future,
although Unilever’s main creative networks are McCann-Erickson, Ogilvy &
Mather, J. Walter Thompson and Lowe Lintas & Partners.
The company has been expanding out of its core roster over the past
three years, handing accounts to creatively renowned agencies including
HHCL & Partners, Mother and Bartle Bogle Hegarty.
Unilever is rationalising its existing arrangements. JWT was handed the
enlarged pan-European Van den Bergh Foods account in January.
McCann-Erickson is likely to handle impulse ice-creams, with Lowe Lintas
managing take-home brands such as Carte D’Or (Campaign, 28 January).
A Unilever spokesman said he could not comment on marketing or
advertising arrangements until the two sales had been finalised.