Sun Products has expanded its relationship with Lowe, awarding the agency creative duties on Wisk laundry detergent. The business previously was at Bartle Bogle Hegarty in New York.
Lowe now handles two Sun Products brands: Wisk and Snuggle fabric softener.
Both were among the North American laundry care brands that Unilever sold last year to Vestar Capital Partners.
Vestar, which paid $1.08 billion in cash, merged the business with another entity it owns: Huish Detergents, a maker of private label detergents and household cleaners in Salt Lake City. That deal resulted in the creation of Sun Products.
Sun retained Lowe on Snuggle after the deal and, based on its Snuggle work, the client awarded Wisk to the shop without a review. Sources expect major media spending behind the detergent to grow to as much as $20 million this year. Past spending has been modest: $1 million last year, down from 2007's total of more than $2 million, according to Nielsen. Those figures do not include online spending
Lowe's first work, which will include TV spots, is expected in late spring.
"[Lowe executives] are able to get to market quickly and are creative and strategic in their thinking about how to stretch marketing budgets," said Bill Littlefield, executive vice president and general manager of branded products at Sun in Wilton, Conn. "We look forward to working with the team to bring new ideas to life."
Lowe chairman and chief creative officer Mark Wnek described the assignment as a "great opportunity to apply our innovative thinking to a brand with tremendous equity," while office president Sal Taibi said there is "nothing more rewarding for an agency than to be given new opportunities by an existing client."
Sun, meanwhile, is said to be reviewing creative duties on its All brand, which spent about $10 million in major measured media last year, per Nielsen. Four shops have been briefed and work sessions are scheduled for the end of the month, according to sources. Sun had no immediate comment on the All search.