Miles Calcraft scoops £3m Addiction work

Conquest Personal Care has appointed Miles Calcraft Briginshaw Duffy to handle the &£3m business for the former Unilever fragrance, Addiction. The brand was sold by Unilever to Conquest in February.

Unilever launched the Addiction range of fragrances for men and women in 1996 and Bartle Bogle Hegarty (BBH) handled the launch of the mass-market brand. BBH handles the Unilver’s Lynx brand.

Conquest expects to increase its Addiction advertising spend to &£5m a year within the next two years.

The company also bought the Aquatonic fragrance range from Unilever this year. An agency has yet to be appointed to the brand.

Conquest chief executive Nick Kohn says: “The acquisition from Unilever of Addiction and Aquatonic is an important first step for Conquest as a springboard for brand development in the men’s toiletries market.”

Two years ago, Unilever started sweeping aside its marginal and non-strategic brands to focus on core labels such as Lynx, Dove, Persil and Surf. Addiction was one of the brands hived off as part of this strategy.

Earlier this year, Unilever off-loaded its fabric conditioner brand Stergene, following a decline in its market share. The 20-year-old brand has been sold to home and personal care company Lornamead (MW March 14).

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