Lever Faberge has called a pan-European pitch for its Organics
Two Unilever roster networks - the incumbent, J. Walter Thompson, and
Lowe Lintas Paris - will battle for the estimated pounds 10 million
task. The account was worth pounds 2 million for the UK market last
The pitch process is being run by Didier Zeloso, the European brand
group manager for Organics, out of the Innovation Centre in the Lever
Faberge Paris office.
The company is looking to produce work for Organics that will run across
borders, rendering any local work for the brand unnecessary. The brand
is currently supported by both local and cross-border work in the
The news follows reports last November that Lever Faberge and rival
L'Oreal were looking to relaunch their respective Organics and Fructis
brands in 2001, in an attempt to compete with Procter & Gamble's
The revamp of the brands is meant to include redesigned packaging - and,
possibly, new extensions of the products.
JWT London's work for the brand provoked controversy last year when the
Advertising Standards Authority threw out the objections to its Organics
ad showing a smiling red-haired woman appearing to inspect her pubic
hair and carrying the caption: 'Keeps hair colour so long, you'll forget
your natural one.'
The ad attracted 211 complaints to the ASA, saying it was sexist and
Although the poster was removed from sites in Glasgow after protests
from the Muslim community, Lever Faberge claimed that women in research
groups found it witty and amusing.