Quiet Storm has been appointed to handle the £1m UK advertising account for household brand OxiClean. The agency won the business after a pitch against undisclosed agencies. There was no incumbent on the account.
The agency is now working on a brief to relaunch the brand in the UK. The revamp follows the OxiClean’s acquisition by Church & Dwight, which also owns Arm & Hammer, from Orange Glo International for $325m (£163m) last year.
An integrated campaign to support the relaunch is due to break in August. It will also include an overhaul of the brand’s packaging and new pack sizes. The media planning and buying will be handled by Carat.
OxiClean was previously distributed under licence in the UK by Acdoco but Church & Dwight now handles distribution. The company says it will be investing in the brand to try to replicate OxiClean’s success in the US laundry sector, where it is a leading “additive detergent”.
Church & Dwight, which has global sales of more than $2bn (£1bn), manufactures and markets a range of personal care, household and specialty products.