Global Household Brands Shops Bloom’s X-14 Cleaner

NEW YORK – Global Household Brands, a packaged-goods company founded earlier this year, is conducting an agency search for two of its consumer home products–including one handled by Publicis/Bloom in Dallas.
The Jersey City, N.J., client confirmed talking with two New York shops, while Publicis/Bloom co-chairman Steve Price said his shop has held discussions with GHB for project assignments.
Sources estimated the ad budget for the two brands, 2000 Flushes and hard surface cleaner X-14, will be $3-5 million apiece. Spending was minimal in recent years under the brands’ previous owner, however, and both suffered drastic sales dips in 1997.
GHB vice president of marketing Bob Vogel would neither identify the two shops nor say if the review was for project work or lead agency status. Sources said the review was “a bake-off” for project work, but the client has implied that the winner would receive lead agency status.
X-14 and 2000 Flushes, both of which had been marketed by the Block Drug consumer division, had been handled by Publicis/Bloom and Carrafiello Diehl & Associates in Irvington-on-Hudson, N.Y., respectively.
Price said the X-14 account has been “dormant” in the past year. The last initiative, for X-14’s mildew remover, was in 1996, and the client spent $1 million on advertising last year, according to Competitive Media Reporting. Grey Advertising in New York handled media.
First known as HPD Laboratories, GHB earlier this year bought 2000 Flushes, X-14 and Carpet Fresh, a rug and room deodorizer, from Block for an undisclosed price.
X-14 registered sales of nearly $15 million in the bathroom cleaners category through the year ending March 29, per Information Resources, off almost 30 percent from the prior year. 2000 Flushes tallied sales of almost $30 million for the same period, a 15 percent drop. –with Glen Fest