BELOW-THE-LINE: BRIEFS

New identity for Elida

New identity for Elida



Unilever is harmonising all its Elida personal care product companies

under a single name and identity - Elida Faberge. Elida Gibbs in the UK

and Elida Andrelon in Holland will both take the new identity, which has

been created by Design Bridge.



Dior gets direct



Parfums Christian Dior (UK) has hired The Direct Response Agency to

organise its 1996 retail promotions. The brief includes design of

mailings and point-of-sale material.



Britvic’s college days



Britvic Soft Drinks and The University Catering Officers (TUCO) are

launching a scratchcard promotion at university campuses. Midland Bank,

Air China, Lufthansa German Airlines, Odeon Cinemas, The Ministry of

Sound and Columbia Tri-Star Pictures have all donated prizes ranging

from free cinema tickets to three pairs of tickets to the Olympics.



Reader’s digestion



Somerfield Stores is supporting the publication of Reader’s Digest

latest book Foods that Harm, Foods that Heal with in-store promotions in

the north of England. Editor Alasdair McWhirter will hold food

‘surgeries’ advising shoppers on healthy eating.



McDisney deal



McDonald’s has joined forces with Disneyland Paris to offer children

free models of Disney characters with every McDonald’s Happy Meal

purchased before February 18.



Orange offers movies



Orange is offering new subscribers, who sign before February 29, a

year’s free pass to UCI cinemas. The move follows the launch of its

Orange Information Access service last week which gives sports,

financial information and horoscopes by dialling 177.



Shopping jollies



Great Western Trains has joined up with Asda to offer customers in the

south west two rail tickets for the price of one when they spend pounds

30 or more on their groceries.



Pud it in the oven



Heinz has teamed up with microwave oven maker GoldStar to launch a

sampling promotion and in-store competition designed to publicise its

microwaveable Heinz sponge pudding.



Christchurch golf deal



Financial services group Christchurch is sponsoring the Irish golfer

Darren Clarke throughout the 1996 European Tour.



DM recruit for Coaxis



Sales promotion and direct marketing consultancy Coaxis has appointed

Carole Settachan as head of direct marketing planning. Settachan was

previously director of planning and database marketing with the agency

Marsden Grant.



Council task for Claydon



Lambeth Council has appointed Claydon Heeley International to produce a

direct debit facility for all council tax bills. The agency ran a

similar campaign last year, with an initial uptake of 7.6%.



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