The mystery company this week is best known for one particular
product it manufactures, and which makes schoolboys blush when they try
to buy them.
It also produces an item used in domestic, industrial and surgical
situations.
The firm began in London in 1905 as an importer but was renamed in
1986.
It has a relatively small advertising budget, with the creative handled
by McCann-Erickson. It recently appointed a new managing director,
Patrick Legrand, to spearhead its new centralised global marketing
strategy.
Last October it launched its new brand, Avanti, with a pounds 1.5m
marketing campaign which coincided with a global sponsorship deal of two
MTV programmes.
Last week’s winner was Alison Lingard from Key Communications, who
identified Orange.
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