Home and personal care brands expert Lornamead is to kickstart an ambitious move to become a E1bn player within five years by reviving one of advertising’s most iconic slogans.
The company, which specialises in buying unwanted brands from multinational giants, is to revive Harmony hairspray’s famous 1970s ‘Is she, isn’t she?’ catchline in a new magazine campaign which is starting next month.
Europe MD Leslie Barber, who is overseeing a £150m acquisitions fund, said the move was aimed at leveraging greater sales for the brand and stepping up pressure on the market leaders. He added: “The campaign is about using the strength of the equity in the brand and reviving one of the great advertising slogans.” Barber also revealed that the company, whose 20-brand worldwide portfolio includes the Amplex deodorant and oral care and Sally Hansen nailcare ranges, was working towards rationalising its commitments to eight master brands.
“Our aspiration is to be a E1bn business within four-and-a-half years,” said Barber. “We will continue to target brands that have strong brand equity in one or two markets. Typically, they will have shown a decline in recent years so there is a real turnaround opportunity.”
One of Barber’s most pressing assignments is to challenge Unilever’s Dove personal hygiene brand with former German stablemate Clear & Distinct (CD), which it bought from the multinational giant last December.
The company, which specialises in buying unwanted brands from multinational giants, is to revive Harmony hairspray’s famous 1970s ‘Is she, isn’t she?’ catchline in a new magazine campaign which is starting next month.
Europe MD Leslie Barber, who is overseeing a £150m acquisitions fund, said the move was aimed at leveraging greater sales for the brand and stepping up pressure on the market leaders. He added: “The campaign is about using the strength of the equity in the brand and reviving one of the great advertising slogans.” Barber also revealed that the company, whose 20-brand worldwide portfolio includes the Amplex deodorant and oral care and Sally Hansen nailcare ranges, was working towards rationalising its commitments to eight master brands.
“Our aspiration is to be a E1bn business within four-and-a-half years,” said Barber. “We will continue to target brands that have strong brand equity in one or two markets. Typically, they will have shown a decline in recent years so there is a real turnaround opportunity.”
One of Barber’s most pressing assignments is to challenge Unilever’s Dove personal hygiene brand with former German stablemate Clear & Distinct (CD), which it bought from the multinational giant last December.
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