Jeyes calls Parozone pitch

Jeyes, parent company of brands which include Wet Ones and Quickies, is talking to agencies about its Parozone bleach brand.

The company is understood to be briefing four agencies on a possible advertising campaign. Cowan Kemsley Taylor, now part of RPM3, won the 3m Jeyes account in June 1996, when it was reviewed out of McCann-Erickson.

Parozone’s sales rose by 20 per cent last year to reach 8m. However, it still trails far behind market leader Domestos Bleach toilet cleaner, which has sales of 36m.

One trade source says: “Unless Jeyes does something the Parozone brand will be delisted and die within the next six months. Lots of multiples are thinking of delisting it because of the headway Lever’s Domestos has been making.”

Jeyes head of marketing Sue Jefferson left the company last September to join McCain as a senior marketing manager for chips. Bryce Russell, brands marketing controller, is understood to have taken on her responsibilities.

Jeyes denies it is looking for an agency.


    Leave a comment