New Brands, New Company: Minnetonka May Seek Agency

EDEN PRAIRIE, MINN. – With a long-term licensing agreement for two Colgate-Palmolive toiletries brands in hand, Minnetonka Brands Inc. based here officially went into business this month and already is talking about expanding, and about finding an agency.
Last year, Colgate consolidated administration for its Softsoap Enterprises subsidiary in New York, leaving many Softsoap employees here without jobs, including president Larry Wilhelm. Realizing Softsoap’s Village Bath and Sesame Street were not a high priority with Colgate, Wilhelm started Minnetonka Brands and licensed the two brands for about $17 million.
Wilhelm said the brands received some print advertising and promotion support in recent years from Colgate, but Minnetonka expects to increase marketing for them. Minnetonka will start looking for an advertising agency within a month.
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