Accantia healthcare brands leave Rainey Kelly after S&N deal

Accantia Health & Beauty has ditched Rainey Kelly Campbell

Roalfe/Y&R, which has worked on its Lil-lets and Simple brands for the

past seven years.

The healthcare and toiletries company has cited its limited

international presence as the reason it does not require the

full-service RKCR/Y&R network.

It is expected to use smaller agencies on a project basis in the


Media planning and buying will continue to be handled by New PHD.

Accantia bought the Lil-lets and Simple brands from Smith & Nephew as

part of a management buyout in July last year.

The news comes as Accantia launches its Simple product range into the

men's market for the first time. The range, which launches in June, will

be called Simple Skin Defence for Men.

RKCR/Y&R has already created press work for the brand.

Accantia's head of marketing, Chris Fuller, said: 'It is now appropriate

for us to look at alternative ways of developing our brand

communications on a project-oriented basis outside a conventional agency


Lil-lets returned to television advertising for the first time in three

years with a new campaign earlier this year.

It was the first work from Accantia Health & Beauty since the company

bought the Lil-lets brand last year.

Two commercials aimed to highlight the activities women can get up to

during menstruation to make themselves feel better.

One showed a young woman launching an assault on a sofa in a

cushion-plumping frenzy.

The other featured a woman in her bathroom using her lipstick to draw

lines between her spots.

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