Whirlpool Taps Copper for Cielo

Whirlpool hired Copper to handle its new Cielo bath products division following a review. Billings are estimated at $5 million.

Publicis in Mid America, Chicago, remains the lead agency on Whirl-pool’s account, al-though direct mail is handled by Campbell-Ewald Advertising in Warren, Mich. Neither of those agencies participated in the review for Cielo. The review included mainly smaller agencies, said Steve Kunkel, managing partner and client services director at Kalamazoo, Mich.-based Copper. Hoffman York in Milwaukee was also a finalist for the business.

The Cielo line was introduced earlier this year with collateral and point-of-purchase materials developed by Fairly Painless in Grand Rapids, Mich.

Copper’s first work is expected to break late in the year or in first quarter 2002 and will include TV and print. The focus will be on developing the brand in the consumer market, Kunkel said.

Cielo’s first pro-duct was jetted baths, introduced earlier this year.

Whirlpool, Benton Harbor, Mich., spent $70 million in 2000 for all of its brands, according to CMR. The company has spent $10 million this year.

It is estimated the Cielo account will eventually bill more than its initial planned outlay for the year of $5 million. Kunkel said the new account will eventually be the agency’s largest and he expects to make additional hires and add to the agency’s current 36 employees.