Pacific Brands has launched a creative pitch for its Holeproof range, with Clemenger BBDO Melbourne and M&C Saatchi going head-to-head for the account.
Whybin\TBWA is the incumbent on the business, but it’s understood that the agency is not in the running to retain it. Whybins also handles Hush Puppies, Clarks and Dunlop for Pacific Brands.
It’s thought that Clemenger and M&C Saatchi have both already pitched for the socks and underwear brand, but a last-minute change in the brief by Pacific Brands has delayed the process.
Sources close to the pitch claim that Pacific Brands is attempting to clearly position Holeproof, which has been overshadowed in recent years by its more high-profile sister brand Bonds.
With Pacific Brands’ share price standing at 41c at the close of business yesterday, down from the $4.25 high of earlier this year, the company is keen to improve the performance of its leading products.
Holeproof spent $1.8m in main media in the year to October 2008, according to Nielsen Media Research. This is down from the $2.6m spent between November 2006 and October 2007.
Neither M&C Saatchi nor Clemenger would comment on the pitch, while a Pacific Brands spokesman had not responded at the time of publication.
