NEW YORK—Device maker Taylor Precision Products has called in new PR agency support as it attempts to diversify its product portfolio.

The company, which makes a range of measurement products, has hired Lippe Taylor to spearhead consumer PR and build overall brand awareness. The move comes after Taylor acquired Metrokane, a marketer of wine accessories and barware, sold primarily under the Rabbit and Houdini brand names.

Lippe Taylor is also charged with repositioning the Rabbit brand, utilizing media and influencer outreach and events. The agency will also be responsible for elevating Taylor's corporate brand in business and trade press and developing a digital strategy. 

Metrokane was Taylor's second acquisition since it was bought out in 2012 by private equity firm Centre Partners. 

“We chose the agency for their creativity, media savvy and ability to enhance our brands as familiar household names,” said Rob Kay, chairman and CEO of Taylor Precision Products.