Amway’s Mystery Pitch

Amway Corp. is looking for an ad agency to market a line of food storage containers. But traditional advertising is not a must.
In fact, Amway seems more interested in direct response, graphic design, collateral materials and the Internet.
A questionnaire shops received last week suggests that the Ada, Mich., company needs a partner to develop a brand strategy for an “upscale or premium” product. The containers (shown here) are clear, unbreakable and resistant to scratches and stains, explained a client representative.
The “million-plus” assignment offers agencies a chance to show what they can do below the line. A source at a New York shop was otherwise hard pressed to describe the account’s appeal. “I think that the product idea is interesting sort of a higher-end Well, it’s not that interesting,” the source said.
The two-page questionnaire was distributed by search consultant AAR North America and is due Friday. Amway hopes to hire a shop by November.
Needless to say, the source may pass on this one. –Andrew McMains