Cannon Home Textiles Hires Shop

NEW YORK Graj + Gustavsen has landed an assignment to reposition the 115-year-old Cannon home-textiles brand, the agency said. The shop will develop an ad campaign, scheduled to launch in the first quarter, and will act as the licensing agent.

Billings were undisclosed, and CMR listed no media expenditures for the brand.

The Kannapolis, N.C., Cannon is owned by Pillowtex and makes down comforters, sheets, towels, pillows and other bed, bath and kitchen products. Pillowtex’s other brands include Fieldcrest, Charisma and Royal Velvet. The company spent $6 million from January to September 2002 on its Royal Volvet and Charisma bath linens, per CMR.

“Cannon never had a conceptualized brand image,” said Raymond Graj, a partner in the New York shop. “The category is dominated by designer brands. It’s been around since 1887 and the image campaign will tap into the modern image of American style.”

The client had not yet selected an agency to execute the campaign, a source said, but Graj + Gustavsen is negotiating to do the executions.

The New York shop’s other clients include, Osh Kosh, Radio Flyer, Sierra Club, Stride-Rite, Nat Nast men’s clothing, and Carter’s children’s clothing.