Prell to Bounce Back

Harris Drury Cohen has been named creative agency for Prell Shampoo.
Prell has been a dormant account since its previous parent, Procter & Gamble, discontinued the brand’s advertising in the early 1990s.
Last November, Prell was sold to Prestige Brands International of Bonita Springs, Fla. The company is gearing up for a “multimillion dollar” marketing effort, according to director of marketing Elise Donahue.
“There hasn’t been a lot of advertising support in the past,” Donahue said. “[Prestige] is coming in to breathe new life into Prell.”
Donahue said Prell spoke with agencies outside the Southeast before choosing HDC for “their creative strengths, entrepreneurial spirit and on-the-edge thinking.”
The Fort Lauderdale, Fla., agency will relaunch Prell to consumers in a national print campaign in May magazines, Donahue said. Future plans may involve spot and cable television, radio, direct marketing and point-of-sale materials.
Donahue said media responsibility has not yet been determined, and will likely be assigned on a project basis. She said Prell is negotiating with several agencies, including HDC, about media planning and buying.
“I’ve been doing this for a very long time, and I know the best way to handle this,” she said.
Prell was introduced in 1947 and at its peak commanded 11 percent of all shampoo sales. In 1999, its sales share was about one-half percent, though the product still enjoys an 85 percent awareness in U.S. households, according to the company.