Washing powder brand Surcare has appointed Waggledance to oversee its advertising, packaging, social media and direct mail communications.
The Manchester agency won the account following a two-way competitive pitch against incumbent driven, which has held the account since December 2009.
Waggledance will aim to help parent company Robert McBride grow its share within the sensitive skin market by 10% within the next three years.
The agency will aim to take the brand back to its core market, after the brand was reposition into the Non-Bio market.
Stuart Yates, brand manager, said, “Speaking personally and for the business we could not have hoped for a better result for Surcare! Waggledance really blew me away, and I feel “from the heart” we have an extra brand guardian in the brand team for many years to come.”
Waggledance’s Simon Sinclair said, “It’s a rare chance to reconsider how such a historic brand communicates with its market, rebuilding the communications from the ground up and looking at everything from tone of voice and packaging through to ads and social media.”