COHN & WOLFE STEPS INTO DR. SCHOLL'S ACCOUNT
By Adnews Staff
Toronto PR agency Cohn & Wolfe got the nod this week to handle PR for Dr. Scholl's foot care products in Canada. Susan Willemsen, Cohn & Wolfe's consumer marketing practice director and vice-president, told Adnews the agency got the account based on its previous work for Schering-Plough Healthcare Canada's Coppertone business. Schering-Plough also manufactures Dr. Scholl's. Willemsen said Dr. Scholl's hasn't done much PR in Canada in the past, but the agency pitched for the business and Schering-Plough liked the agency's ideas. The first major project Cohn & Wolfe will handle for Dr. Scholl's is the launch of a new line of foot care products in June. The new releases include: DynaStep Inserts, which are shoe inserts that provide advanced foot support; Dr. Scholl's Ingrown Toenail Relief Strips, which are non-medicated strips that gently separate the nail from the skin; Fungal Nail Revitalizer, which reduces discoloration and smoothes out rough, fungal nails; Clear Away Gel, a gel wart remover; and Smooth Touch Peppermint Foot & Leg Lotion, designed to remove rough skin with a formula that includes alpha hydroxy acid. Cohn & Wolfe will also be promoting improved Air Pillo Insoles, designed not to slip or bunch, Odor Destroyer products and the line of Smooth Touch grooming products. Bozell Retail of Toronto will launch a national campaign to support the Dr. Scholl's products. Schering-Plough Healthcare Products Canada Inc. is based in Mississauga and is a wholly-owned subsidiary of Schering-Plough Corporate of New Jersey.