The brands include The Outlaw, Black Magic, Rainx, FixAFlat and Gumout. Billings going forward were estimated at $15 million, according to executives familiar with the account.
Spending on the brands in the past
Omnicom sibling GSD&M, Austin, Texas, was the incumbent. Tucker Hampel Stefanides & Partners, New York, agency for Shell's Quaker State, also participated in the review. TBWA/Chiat/Day won Shell Lubricant's Pennzoil Motor Oil business earlier this year. The agency's latest campaign carries the tagline "Not Just Oil, Pennzoil."
Robert LePlae, president-CEO of TBWA/Chiat/Day, said the agency won the account following a "disruption," which the agency defines as a system for analyzing a marketer's business and finding new opportunities. The win adds to the growing stable of package-goods products, which includes Energizer batteries Uncle Ben's rice products, at the shop, which has over $1 billion in billings.
Calls to Shell were not returned by press time. Shell Oil acquired Pennzoil-Quaker State Co. last fall.