Amurol Seeks Velamints Rebirth With Northlich

Northlich’s track record in repositioning and relaunching brands contributed to Amurol Confections’ decision to tap the Cincinnati shop for its Velamints.

The unit of Wm. Wrigley Jr. Co. will attempt to revive the sugar-free mints, which it purchased several weeks ago from German confectioner Ragolds Suesswaren.

Amurol chose Northlich because of the shop’s success in repositioning mature brands such as StarKist and Morningstar Farms, said Bruce Thompson, Amurol’s vice president of marketing.

“They understand all communications involved in reviving a brand,” he said.

Thompson declined to specify spending plans, saying only the outlay “will be a lot more than in the past.” The last ad spending recorded by Competitive Media Reporting was $245,000 spent by Ragolds in 1992.

Ragolds did run spot radio and print ads from Cramer-Krasselt, Chicago, in the National Enquirer and in women’s magazines aimed at adult female consumers in 1998. Those ads directly addressed the super-strong positioning of Kraft’s Altoids brand.

Northlich’s assignment includes brand repositioning, advertising, public relations, direct marketing and interactive services.

A new campaign is expected to break in a year, said Susan Jones, Northlich’s executive vice president and director of client services. The agency is currently doing consumer research on the brand.

“Our objective is to leverage the ongoing strong mint craze to help Velamints earn more share of the mint market,” Jones said.

BBDO’s Chicago office, which handles a majority of the Wrigley account, was not given the duties because the Yorkville, Ill., confections company wanted a separate agency that could focus solely on the Velamints brand, Thompson said. “We also wanted to keep the gum and mint separate,” Thompson said.

Velamints’ offerings include Velamints Peppermints, Velamints Chocolate, Velamints Wintergreen and Intense Velamints Sticks. Velamints was first introduced in the U.S. by Ragolds in 1977.