HARROD & MIRLIN/FCB BRUSHES UP WATER PIK CANADA
By Adnews Staff
Toronto-based Harrod & Mirlin/FCB is preparing for the launch of a fall advertising campaign for Water Pik Canada. The agency won the consumer account this past winter from Bates Canada. The campaign is supporting the launch of the Water Pik Flosser, a new product from the Toronto-based company, that is designed to remove plaque above and below the gum line with a disposable, rotating nylon tip. Peter Shier, president, Harrod & Mirlin/FCB, said the agency will be modifying creative developed by FCB of San Francisco, which handles advertising for Water Pik in the U.S. and will be developing the media buying strategy for Water Pik here in Canada. Full-page, four-color print ads, running October through December in consumer magazines such as Reader's Digest, Chatelaine, Canadian Living and Homemaker's, asks the question "Two hands full or one hand free?" Print advertising will be accompanied by national English television ads, running on specialty networks in November and December.