Lever calls pounds 10m Organics review

Lever Faberge has called a pan-European pitch for its Organics

haircare range.

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.

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