Baci intends to revitalise its brand through a major advertising campaign that positions it as a 'gift-giving' purchase. The product is expected to be reformulated for the UK market.
Nestle Rowntree handed Lowe the business following a two-way pitch against J Walter Thompson earlier this month. The account will cover a number of undisclosed European markets in addition to the UK. There was no incumbent agency and the brand has had no above-the-line support in recent years.
JWT's chief executive, Simon Bolton, said: "We are disappointed with the result of the pitch but feel positive about our ongoing business with Nestle. We would like to take this opportunity to wish Lowe good luck in the future."
Lowe declined to comment on the win or on future activity for the Baci brand.
Separately, Braun has re-appointed Lowe to its £40m global account. There had been speculation last month that the Gillette-owned electronics brand would move the business.
Braun is one of Lowe London's top five pieces of business, generating revenues of £3m a year. The latest campaign for the brand broke on TV on November 14, promoting Braun's hair-styling range.
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