Reckitt Benckiser taps McCann for Brazilian launch

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RIO DE JANEIRO--Reckitt Benckiser has appointed McCann-Erickson Worldwide, Sao Paulo, to handle the $5.5 million launch of its Veet line of hair removal lotion and cream products.

The move is the household giant's first foray into Brazil's cosmetics market. The company's existing products in Brazil are household cleaning products Veja and Lysol and shoe polishing brand Nugget.

Reckitt is aiming to repeat the success of the Veet line in Europe. Along with the McCann campaign, earmarked for November, as the warm weatherseason approaches, will be a sampling promotional campaign in beaches through Sight Momentum.

Copyright October 2000, Crain Communications Inc.

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