Vileda, the home cleaning products brand, is to relaunch next
spring with a direct marketing campaign through Tequila Manchester.
Tequila will handle a range of activity for Vileda, including sales
promotion, direct marketing, radio and press work. The DM campaign will
break ahead of the ’spring cleaning’ season of March and April.
Vileda previously confined its marketing to promotional activity. Its
sales promotions agency had been Triangle Communications, which was
appointed last March.
Tequila’s remit includes brand research and development, as Vileda seeks
to extend its brand into new areas of home cleaning. Kevin Wright, joint
managing director of Vileda, said: ’This is a major undertaking for
Vileda, and Tequila Manchester will be working closely with us at many
Vileda is expected to launch a number of new products next year. Tequila
will develop DM programmes for this activity throughout 2000.
Paul Biggins, managing director of Tequila Manchester, said: ’This is a
fantastic opportunity to develop a brand across a broad product range.
We will be challenging the norms of the category.’