Advertising agency Kesher Barel has been awarded Huggies advertising account, in a tender offered by Hogla and multinational partner Kimberly-Clarke. Reuveni Pridan will continue to handle Hogla's Titulim diaper account. The Hogla-Kimberly advertising budget is estimated at $6 million.
As of next month, Hogla-Kimberly will begin independent marketing of Kimberly-Clarke products, which up until now were marketed via Dansher.
Hogla-Kimberly General Manager Amos Shapira said that although each one of the advertising agencies would do separate media planning, "there will be a change in the future and one agency will be in charge of media planning, as is the accepted practice at our parent company. The tender offer also put heavy emphasis on media planning."
Five agencies competed for the Hogla-Kimberly account: Reuvnei-Pridan, Gitam-BBDO, Fogel-Levin, Ariely and Kesher Barel. The managements of Hogla and Kimberly-Clarke considered transferring all diaper advertising accounts to a single agency but in the end decided to divide the account between two agencies. Reuveni-Pridan will handle the Titulim account, estimated at $1 million. The Titulim brand will receive additional budget support from Kimberly-Clarke
International brand name Huggies is scheduled for penetration of the Israeli market shortly.
Gitam-BBDO has already handled for several years the Hogla account, including toilet paper, Lily brand name products, Shmurat Teva recycled paper products, and Trio three-ply products. The volume of the toilet tissue paper products account is estimated at $700,000. Gitam-BBDO will now take on the Kleenex products account, whose volume has not yet been determined.