Lever Fabergé poised to chop Physio Sport range

Lever Fabergé is understood to be looking at axing its former flagship personal care range Physio Sport in order to concentrate on core brands such as Impulse, Lynx and Sure under its brand-trimming “Path to Growth” strategy.

Lever Fabergé is understood to be looking at axing its former flagship personal care range Physio Sport in order to concentrate on core brands such as Impulse, Lynx and Sure under its brand-trimming “Path to Growth” strategy.

Industry sources say the move has been sparked by falling sales of the six-year-old brand, which has now been delisted from several major supermarket chains.A decision to axe Physio Sport would end Lever Fabergé’s multi-million pound agreement with the International Olympic Association, which awarded the brand the right to use the Olympic rings on packaging when it launched in 1998.

But the packaged goods giant failed to exploit the UK brand’s association with the Olympics this year despite the games being held in Athens. Industry sources add that the company has withdrawn all support for the brand and it plans to phase out the range from remaining retailers.

Physio Sport’s £5m advertising account was held by Ogilvy & Mather, although the brand has not been supported by television advertising for more than two years. The last O&M campaign used “miniature” sporting stars such as Tony Adams, Prince Naseem Hamed and Paolo Di Canio.

The unisex brand consists of three variants – Pure Energy, Fresh Blast and Vital Instinct – and is available as a deodorant bodyspray, shower gel, anti-perspirant aerosol and roll-on.

The range is not thought to be one of Unilever’s core 400 brands under its “Path to Growth” strategy. The company has already made plans to delist a number of other former major brands, including Organics (MW July 8).

A Lever Fabergé spokeswoman says: “As far as we are concerned it is still in many retailers, and doing good sales.”

————————————————————————————

Lever Fabergé has asked us to point out that it continues to support its Physio Sport brand (MW October 14) and that the brand is currently available in all major retailers. (Marketing Week, October 28)

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here