Energizer refreshes Wet Ones UK strategy

Energizer Personal Care is reviewing the UK marketing strategy for Wet Ones , the disposable hand and face wipes, after acquiring the brand, in the UK and Ireland, from Jeyes Group earlier this week.

The company, which also owns Energizer batteries, has promoted Gerhild Freller, who was previously marketing manager for Wilkinson Sword’s male blades range, also owned by Energizer, as the top marketer for Wet Ones in the UK. She now will report to marketing director Elizabeth McGregor.

Energizer has already moved the advertising for the brand from WARL, the incumbent agency for Jeyes, into JWT. It has also shifted the media planning and buying from John Ayling Associates, which is also retained by Jeyes, into Mediaedge:cia. It says it has no plans to add any further agencies to its roster.

The potential budget for Wet Ones activity is not yet known. It has received limited marketing support over recent years, although it was part of a £4m sponsorship of ITV show The Bill, with Jeyes (MW January 25).

The deal means that Energizer now owns the Wet Ones brand globally. It acquired Playtex Products, which includes Wet Ones outside of the UK, Banana Boat and Hawaiian Tropic, for $2bn (£1bn) in October. Freller will also be responsible for sun care brands.


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