Mitchum Deodorant Reaches Out To Shops

Revlon is considering a global campaign for its Mitchum deodorant brand and has contacted agencies for ideas, sources said.

Revlon’s agency, Interpublic Group’s Deutsch in New York, produced the last Mitchum campaign in July 2002. That year, the New York client spent $3 million in media on the brand, according to Nielsen Monitor-Plus.

Sources said Deutsch is participating in the process.

Publicis Groupe’s The Kaplan Thaler Group in New York and independent Wieden + Kennedy in London and New York have also been contacted for ideas within the last two weeks, sources said.

Revlon’s chief creative officer, Rochelle Udell, is driving the process, sources said. She could not be reached for comment, nor could executives at the agencies.

Agencies will be briefed in early October. A decision is expected by mid-November.

In the last two years combined, Mitchum had a media spend of less than $1 million, according to Nielsen Monitor-Plus. But sources said the client has indicated that it plans to spend up to $10 million in media.

In the July 2002 campaign, tagged, “Strongest ingredients, maximum protection,” people were depicted as being unaware that their deodorant had stopped working. In one spot, a man holding a baby notices the infant only stops crying when held away from him. In another, a taxi driver, offended by the odor of an executive in the back seat, steps out of his cab.

Revlon spent $170 million in media on its Revlon and Almay products in 2003 and $100 million from January through July, according to Nielsen.