In May, Campaign revealed that Unilever was looking for an agency to reinvigorate the Pears portfolio. The CPG giant handled the search internally.
Adam & Eve/DDB will work on a global campaign that will launch next year. The activity will include social, digital, print and experiential elements, and launch in the UK before expanding internationally.
Established by Andrew Pears in 1789, Pears became the first registered brand in the world. It came to prominence in the late 19th century after its chairman, Thomas J Barratt, bought the copyright to the Sir John Everett Millais painting Bubbles to use in the brand’s advertising.
Despite pioneering the strategy of building a brand through advertising, Pears is not currently a big advertiser.
Unilever did not respond to requests for comment.