Formula PR to reinvigorate Pert Plus as AOR

DANBURY, CT: Formula PR was named AOR for Pert Plus, a brand that is reemerging this summer as the "regular guy's" shampoo through new packaging, and more.

DANBURY, CT: Formula PR was named AOR for Pert Plus, a brand that is reemerging this summer as the "regular guy's" shampoo through new packaging, and more.

Formula's New York City-based lifestyle division began working on the shampoo brand's multi-tiered campaign earlier this month, said Michael Olguin, president of Formula PR.

"[The brand's] whole positioning on this is that it really allows men to have great, clean hair without all the fuss," he said. "It's a simplistic approach, and we have deep experience in the male marketplace."

The Pert Plus account joins other male-targeted Formula clients such as Newscastle, ESPN, and Performance Bikes.

The agency is on board to support Pert Plus' new upcoming campaign with Minor League Baseball, and new packaging set to hit retail stores this summer. Account work will also include the brand's social media platforms and events.

An informal review began in fall 2010 with six agencies for the shampoo brand, said Rick Cutler, director of marketing for Pert Plus. He would not comment on the other agencies involved, and would not disclose the budget. In addition, Cutler would not comment on the presence of an incumbent agency, although earlier reports show that PainePR has handled work on the Pert Plus hair product line in the past.

"[Formula] gets it," Cutler said. "Especially with a brand like Pert, because we are not your stereotypical hair care brand. It's a regular guy that uses Pert. They get that we need to talk to guys in a different way."

Pert Plus is distributed by Idelle Labs, a division of Helen of Troy, which acquired the brand from Innovative Brands last year. Procter & Gamble debuted Pert Plus to the market in the late 1980s.

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