Helene Curtis Industries is introducing its Organic Care haircare brand to Canada with a $4.4 million ad and promotion campaign from DDB Needham Worldwide. The marketer also will reintroduce Vibrance in the U.S. this summer as Vibrance Organic Care with a campaign estimated at $20 million. Unilever's Chesebrough-Pond's, Greenwich, Conn., which markets the similarly positioned Organics haircare line outside North America, challenged Helene Curtis' brand name in Toronto's Provincial Court, but the court decided not to enjoin introduction of Curtis' Organic Care.
Quaker Oats Co. is breaking a $15 million pan-European Gatorade sports drink campaign by TBWA repositioning the drink as a mainstream youth brand, rather than an older, sports-players' brand. The campaign, on TV and outdoor, will run in Germany, Spain, Greece, the Netherlands, Austria and Switzerland.