Edenwest to revamp Insignia men’s range

Strategic communications agency Monkey has been appointed to handle the relaunch of male toiletries brand Insignia.

Insignia will be competing with Elida Fabergé’s market leader, Lynx. The first product to be overhauled will be Insignia’s male body spray, and the launch will be backed with a &£500,000 marketing spend.

Monkey will create the advertising strategy and will handle media planning for all media except magazine advertising. The agency will be looking for sponsorship opportunities and partnerships for the brand.

TCS Media North will be responsible for the magazine planning and buying. The packaging redesign for the 150ml can has been created by Nottinghamshire-based Tribe.

Insignia is owned by Health & Beauty, a division of family-owned Edenwest. The company bought the brand in 1999 from Dana UK, the UK subsidiary of US-based Renaissance Cosmetics. It has not yet supported the products with any marketing. Other brands acquired by Health & Beauty include mandate, Rapport and Le Jardin.

Insignia was originally launched in 1985 by Procter & Gamble and was sold to Dana UK in November 1996. Duckworth Finn Grubb Waters worked on the brand when it was owned by Dana UK.

Insignia’s existing body spray will be phased out gradually and the revamped product will be on the shelves by September.

Monkey was founded in May last year and clients include the History Channel, Heinz and IPC.


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