HDC Gets Marketing Care of Prestige Brands’ Ailing Chloraseptic
ATLANTA–Harris Drury Cohen has been handed its second opportunity to revitalize a dormant product by Prestige Brands International. The packaged-goods company last week named HDC agency of record for its newest product acquisition, Chloraseptic sore throat lozenges and spray.
Five months ago, Prestige Brands awarded HDC the Prell Shampoo account. The Fort Lauderdale, Fla., agency “has certainly come through . . . as a true marketing partner for us,” said Prestige Brands executive vice president of sales and marketing Elise Donahue.
“They’ve helped us create new packaging, line extensions and advertising that have helped bring vitality to [Prell],” Donahue said. “Naturally, when we sought a partner to build on the strong heritage of Chloraseptic, we turned to them.”
Competitive Media Reporting cites negligible advertising spending for both Prell and Chloraseptic in 1999. Sources familiar with Prestige Brands’ marketing strategy for reintroducing the two products peg the accounts at $5 million each.
“It is particularly gratifying when an existing client shows confidence in us by increasing our responsibility,” said HDC creative partner Stan Harris. “This is a fun way to grow business. There is tremendous potential here to do good work.”
Chloraseptic, developed by a dentist in 1957, is a category sales leader in the U.S. sore throat market. Prestige Brands bought the brand from Procter & Gamble. The previous agency was D’Arcy Masius Benton & Bowles in New York.
Harris Drury Cohen will work on television and print advertising, package design and line extension development for Chloraseptic products.
Prestige Brands International is headquartered in Bonita Springs, Fla. The company has repeatedly stated it plans to purchase other well-known brands as it continues to build a product base.
“I don’t know who,” Harris said. “And if I did, I couldn’t tell you, because they’d shoot me.”
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