Unilever Planning Historic Comeback For Pears

Unilever a global FMCG player is plotting a new campaign for its soap brand, Pears and currently holding an in-house pitch to find a global creative agency.

The company is plotting a worldwide above-the-line campaign to reinvigorate the Pears portfolio. It is believed that the process had not progressed past the Request For Information (RFI) stage. Unilever is understood to be open to traditional, digital and social campaign ideas.

Pears was established in 1789 by Andrew Pears and became the first registered brand in the world.

In the second half of the 19th century, it was run by Thomas J Barratt, who became an advertising pioneer, most famously buying the copyright to Sir John Everett Millais’ painting Bubbles to use in one of his ads.