With the deal, Reckitt & Colman breaks into mass fragrances via Benckiser's Coty. Reckitt & Colman brands include French's, Lysol, Resolve, Wizard and Woolite. McCann-Erickson Worldwide, New York, handles all but French's mustard, which is at Warwick Baker O'Neill. In the U.S., Reckitt's total ad spending is about $100 million annually.
Benckiser's brands in the U.S. include Aspen, Coty and Stetson fragrances, as well as Calgon, Electrasol, Jet-Dry and Vanish. Total ad spending, mainly behind Coty's fragrances and Electrasol tabs, has also been about $100 million a year. The companies didn't say how ad assignments would be affected. Benckiser's U.S. agencies include Della Femina/Jeary & Partners; Fresiorn, Mee & Kraft; Margeotes/Fertitta & Partners; and Seiden Group, all New York.
Copyright July 1999, Crain Communications Inc.