MML beats five to win Slendertone account

Mustoe Merriman Levy has picked up the £6 million pan-European account for Slendertone, as the company gears up for an above-the-line ad burst across the region.

The agency pitched against Soul, DFGW, Abbott Mead Vickers BBDO and Kemistry as well as one other Irish agency for a brief to reposition the slimming aid brand across Europe. The UK incumbent, Lowe Live, which won the account in April 2001, did not repitch.

MML is thought to be working on a TV-based, celebrity-led creative campaign due to break later this year, which will be supplemented by activity across other media.

Slendertone's most recent advertising was last summer by Lowe Live, and helped to reposition Slendertone as a fitness brand. The campaign for its Flex Max product, "Does my bum look big on this?", starred a Hollywood body double, and ran on buildings, bus-sides, posters and in the press.

The brand's Galway-based owner, Bio-Medical Research, used Ulrika Johnsson as part of an IR17 million spend to promote the product in Ireland.

Since then, it has built on the strategy and creative of that campaign with a New Year direct mail campaign featuring naked body-painted men and women. Slendertone, which has recently gained Food and Drug Administration approval in the US, is also gearing up for an expansion across the Atlantic.

MML and Slendertone were not available to comment as Campaign went to press.

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