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.
