Aquados appoints Faulds for £2m campaign

Scottish detergents manufacturer Aquados has appointed Faulds to work on its first advertising campaign.

Faulds will be allocated a budget of about &£2m to work on the campaign, which is to coincide with a nationwide roll-out of the Aquados detergent range.

Aquados chief executive David Macauley says that he has asked Faulds to devise a “fully integrated marketing and advertising plan that will consider everything we need to support the roll-out of our product”.

Macauley adds that Aquados will work with Faulds to profile detergent buyers and target advertising appropriately. “We do not want the normal boring and formulaic advertising – it is tired and overdone. We’ll consider all areas from conventional television to more novel approaches.”

The company is expanding the distribution of its branded dissolvable powder sachets with Tesco this month, having successfully tested the product in Somerfield and Morrisons stores, with further retail launches expected in the future.

Aquados is the only branded one-dose powder product on the market, although retailer the Co-operative Group launched a similar own-brand product last week (MW last week). Aquados says the product is likely to be in breach of its patents and is consulting its lawyers.

Macauley says that the innovative dosage format should help the brand take a ten per cent share of the detergents market, which is fiercely contested between Unilever’s Persil and Procter & Gamble’s Ariel.

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