Himmel Equities, the holding company whose Himmel Nutrition Products unit revived the Ovaltine brand in the 1990s, hopes to do the same with Breck.
"While Breck has virtually no sales today in the U.S., it has the same level of brand awareness as the leading shampoos," said Jeffrey S. Himmel, chairman of the company.
Models such as Kim Basinger, Christie Brinkley, Cybill Shepherd and Cheryl Tiegs have all appeared as "Breck Girls" in past promotions, though the brand hasn't been actively marketed in more than a decade.
Dial will continue to sell Breck in Mexico.
Himmel also markets Gold Bond Medicated Powder, Doan's Pills, Topol Smokers' Tooth Polish, Cuticura Medicated Soap and Lavoris Mouthwash.
Himmel officials couldn't be reached for comment for advertising plans, as the offices were closed for a company picnic, but Himmel has done TV advertising for Ovaltine and Gold Bond in the past via SMM, New York, or in-house advertising. -- Jack Neff
Copyright June 2001, Crain Communications Inc.