Sales and marketing brokerage Ceuta Healthcare is relaunching a range of former Lever Fabergé brands, including Pond’s, Brut aftershave and Signal and Mentadent toothpastes.
Ceuta is looking for an ad agency to re-establish the venerable ranges in the UK. It is in advanced talks with a number of agencies, but no decision has been made.
Ceuta took over the marketing, sales and distribution rights for Pond’s, Brut, Signal and Mentadent last year, although they continue to be manufactured by Unilever (MW December 4, 2003). The four brands have been neglected since Unilever launched its Path to Growth strategy in 2000, with the aim of whittling down its brand portfolio from 1,600 to a core 400.
The Pond’s skincare range will be the first brand launched, with listings already secured in 900 Boots branches and various independent pharmacy chains from May. Ceuta is in talks with Unilever, which still markets the brand outside the UK, to develop new products for the UK from existing ranges elsewhere in the world.
Ceuta brand manager Susan Deasy says Brut aftershave will be relaunched in time for Christmas, in order to “exploit the renaissance of Seventies retro”. Mentadent and Signal will also be revamped later this year.
Deasy says: “We know there is a huge market for these brands given the consumer feedback following their delisting last year.”