MCBD picks up £3m Addiction relaunch task

Miles Calcraft Briginshaw Duffy has won a £3 million brief to relaunch the men's toiletry brand Addiction.

The agency pitched against Mother and Fallon to secure the task of relaunching the former Unilever brand.

Addiction, a Calvin Klein brand, is now owned by Conquest Personal Care, which also bought Aquatonic from Unilever in a bid to take on the men's toiletry sector.

Nick Kohn, the Conquest Personal Care managing director, said: "We wanted an intelligent creative agency to complement our owner-driver approach to the business. MCBD's idea of itself as the 'grown-up start-up' certainly rang bells with us at Conquest.

He added that the initial £3 million budget for this year would be increased to £5 million within two years.

The MCBD chairman, Jeremy Miles, said: "This is exactly the kind of company for whom we can create advertising that dramatically affects the market and brands in question.

"Men's brands deserve outstanding campaigns, but how often do you see them? We relish the prospect of bringing a new dimension to advertising in this market, just as Conquest will to the market itself."

Kohn added: "The acquisition from Unilever of Addiction and Aquatonic is an important first step for Conquest as a springboard for future brand development in the men's toiletries market."

Unilever sold the two labels in 1999 as part of a clearout of its stable of 1,800 brands. The Unilever chairman, Niall Fitzgerald, spearheaded the move to concentrate efforts on the company's biggest brands. This saw Addiction sidelined, along with Pears Shampoo, Timotei, Lux and Brut, while cash was pumped into core brands such as Organics, Dove, Lynx and Sure.

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