Orange Glo launches £2m ad agency hunt
Household cleaning company Orange Glo is trawling advertising agencies with a view to launching a formal review of its account, estimated to be worth &£2m, later this year.
Orange Glo handed its &£4m UK launch advertising business to Partners BDDH last year (MW May 1, 2003), but has been without a retained agency since Partners merged with Euro RSCG.
The company wants to appoint an agency by the end of the year in preparation for the largest marketing push yet for its range of cleaning products. It plans to focus on its all-purpose cleaning product Kaboom for the first time. The company also manufactures OxiClean stain remover, Orange Clean cleaner and Orange Glo wood polish.
Orange Glo general manager Kevin Bolt says the company has shifted its resources to boost spend on marketing initiatives and new product development. The company has outsourced its retail distribution to fellow household cleaning company Acdoco (MW September 2).
Kaboom, which was launched earlier this year (MW January 15), only boasts about 35 per cent national distribution through retail outlets, being only available in Asda and Waitrose. Bolt says he hopes to raise this to 85 per cent by next year through the deal with Acdoco.
