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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.,
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