Fort Sterling is looking for a agency to handle its Nouvelle toilet
tissue brand following Leagas Shafron Davis’s decision to resign the
business, which it had held on a full-service basis.
Leagas Shafron chose to end its nine-month relationship with Fort
Sterling after a pounds 2 million television brand-building campaign
failed to materialise.
It is understood that Fort Sterling, which has an extensive own-label
business, decided to hold back on advertising to ease the pressure on
Mike Davis, the Leagas Shafron managing director, said it had not done
any significant advertising for Nouvelle since winning the account.
‘Fort Sterling said it wanted to do more tactical work, but this would
not have justified our fees,’ he claimed.
Fort Sterling’s group marketing director, Phil Luckett, would not
confirm the split or that the company was looking for a new agency.
Despite being Britain’s largest manufacturer of re-cycled paper
products, Fort Sterling has not made a significant impact on the pounds
600 million UK toilet tissue market. Nouvelle remains a minor brand that
struggles for supermarket shelf-space.
Fort Sterling has had to overcome consumer apathy towards recycled
tissue, which is not seen as sufficiently soft or clean.
Nouvelle’s emphasis on the fact that it is a recycled product was in
tune with the rise of the ‘green’ consumer in the late 80s. However,
today rival manufacturers make similar claims and the brand’s growth has
been hampered by the success of own-labels.
Nouvelle has not been on TV since last year when it ran a commercial
through David Pearson Advertising.