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Dr. Beckmann enlists north west agencies for £2m push

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By The Drum Team, Editorial

August 2, 2011 | 2 min read

Laundry products company Dr. Beckmann is investing over £2m in a six-month marketing drive.

The campaign gets underway this week with TV ads created by Cheshire agency Driven with media handling from Carat (formerly MediaVest Manchester).

The 20-second spots will run on ITV, around shows including Coronation Street, Emmerdale and X Factor auditions, and promote the Colour and Dirt Collector brands.

The TV spots will be followed by consumer press ads from September and an on-pack promotion with Twentieth Century Fox Home Entertainment which will give those who buy Rio The Move a chance to win a trip to the Brazilian city.

Dr. Beckmann is also investing in PR during September to support its ongoing ‘Domestic Survival’ campaign, for which it has turned to Brazen PR in Manchester.

Susan Fermor, Dr. Beckmann's senior brand manager, said: "The forthcoming campaigns mark an exciting time for the Dr. Beckmann brand. The high profile national advertising campaigns combined with the sales promotion and public relations activity will ensure the brand is front of mind with our existing target audience and new recruits when they are making their laundry product choices at the supermarket fixture.

“We will be supporting our Colour and Dirt Collector and stain removal products during the all important ‘Back to School’ season."

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