Seven Seas, the health supplements business, is understood to have put its £4m advertising business up for pitch. It is not known if the Leeds-based incumbent Principles Communications is repitching for the business.
Sources suggest that Seven Seas has already started talks with London-based agencies and it is thought the brief is to educate consumers about the benefits of its cod liver oil and JointCare products.
The review comes as Catherine Diamond, the UK marketing director, is on maternity leave.
Seven Seas, which also includes the Multibionta Vitamin and Vetzyme Dog Care product range, is owned by the US pharmaceutical company Merck. The company, also previously known as Seven Seas, was acquired in 1996.
In the past, the brand has targeted its core 40-year-old and over consumers with campaigns. One execution showed a crowd of over 2,000 people dressed in yellow and orange twisting in a wave formation to Chubby Checker’s classic track “Let’s twist again”. The ad was created by Principles.
It is understood that Seven Seas is now hoping to attract a new and younger set of consumers.
Meanwhile, Seven Seas has continued its move into the over-the-counter medicine market with the development of brands Phensic analgesic, Actal and Milpar digestive remedies and Califig California Syrup of Figs with Senna, a natural fruit-based liquid laxative.