Guaber seeks media agency for major UK portfolio push

Italian household and personal care company Guaber is looking for a media agency to handle its multi-million pound planning and buying account. It has shortlisted Coathouse Media and TCS for the media pitch.

The move coincides with the company’s decision to launch its first television and press campaigns for its entire product portfolio, which includes Bionsen deodorant and Blanx whitening toothpaste

Blanx, which is sold exclusively in Boots, will launch a &£1m TV campaign, created by Norwich-based The Works, in June.

Bionsen is sold through UK retailers such as Boots, Tesco, Waitrose and Sainsbury. The range will be extended to bath and shower products, which will be available later this year. A &£1.2m TV campaign will run from June for the latest Bionsen deodorant.

Other international brands to be introduced or reintroduced in the UK include Vim cleaner, Vape insecticides and natural cosmetics range L’Angelica.Guaber marketing manager Michaela Cocchi, says: “What we’ve got to do in the UK is build the brand. It was founded 40 years ago in Italy, but is relatively new here.”

Guaber’s UK subsidiary was established in December 2003.

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