It should come as no surprise if Taxi is displaying a sunny disposition. It’s won the rights to handle the Canadian national creative advertising duties, including digital, for the Sun Products Canada Corporation.

The laundry detergent, dish detergent and fabric softener provider made the appointment following a lengthy agency search and review process.

“We felt a great chemistry with the Taxi team,” said Todd Allen, director of marketing, Sun Products Canada. “As we moved through the review process we became increasingly certain that we had found the strategic partner we needed. They have a track record of delivering compelling creative grounded in solid insights.”

Taxi’s mandate will have it producing work for brands including Sunlight, Snuggle and Surf.

Sun Products is an ideal fit for us,” says Darren Clarke, ECD, Taxi Toronto. “They want to challenge the conventions of the category and breathe new life into some well known brands. There’s no better brief than that.”

Taxi Toronto and Taxi Montreal will work together to create work for the Quebec market. Work will get underway at the beginning of July.