Surcare, the sensitive-skin laundry brand owned by McBride, has appointed marketing agency Quince to lead its public relations and social media efforts. The move follows Quince’s ongoing work with fellow McBride-owned brand, Oven Pride.
Quince will be tasked with relaunching Surcare with a fresh brand positioning, a new ambassador, and the most significant investment McBride has made in the brand in over a decade.
The company noted that the new partnership marks a key step in Surcare’s wider brand evolution, which will be overseen by Pavan Chandra, a seasoned FMCG marketer with a track record of building meaningful consumer brands.
“We’re delighted to be working with Surcare, a brand that truly stands for something,” said Charlotte Dovey, the founder of Quince.
“As more people seek out products that are both effective and trustworthy, Surcare is perfectly positioned to lead the conversation. We’re excited to bring fresh energy and creative direction to a brand that’s made care one of its core values.”
The campaign will focus on driving awareness, engagement and brand advocacy through a fully integrated strategy. This will include PR campaigns that share Surcare’s story through seasonal campaigns and culturally relevant moments. Quince will also lead influencer and community engagement to build an “emotional connection with families and those with sensitive skin, and deliver a creative, consistent social media strategy designed to deepen trust and drive conversation”.
Chandra, who leads the marketing strategy for Surcare and other McBride-owned brands, commented: “Surcare has always stood apart by putting people first – especially those who need that extra level of care. With Quince’s creative expertise and shared belief in authenticity, we’re excited to develop campaigns that remind people why Surcare continues to be the brand they can rely on.”
