Revlon appoints W&K to revive its Charlie and Mitchum brands

Wieden & Kennedy has broken on to the Revlon roster with its

appointment to revive the iconic 70s scent brand Charlie and to provide

above-the-line support for the Mitchum deodorant line.

The two projects will involve the strategic development and

implementation of print campaigns for Mitchum deodorant products as well

as launching a new fragrance from the company's Charlie range.

The agency was handed the business in March of this year without a


The agency takes the perfume account from Rainey Kelly Cambell

Roalfe/Y&R, but the Mitchum account has been dormant for some years.

Revlon ran a print campaign for Charlie last year. In November, the

company produced a marketing drive for the perfume linked with the film

Charlie's Angels.

Amy Lawson, W&K's managing director, said: 'We are delighted to have

been awarded this business and be working with Revlon at such an

exciting time. Both these brands are sleeping giants and we are going to

breathe life back into them and make them culturally relevant once


Ian McCarthy, the group product manager at Revlon, commented: 'We need

to rejuvenate the advertising. There will be a significant increase in

the marketing spend.'

McCarthy would not confirm that there would be TV executions for the

brands, stating that Revlon was still working on the media strategy.

He added that the company was 'still very early on in the relationship'

with W&K.

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