AmEx Charges Into Supernmrket Deals - Legacy Tobacco ...

0~3Y JAN96 YAG3 . 

KARcN DARAGAN 

PriI ..IP MOtdRIS 

120 PARK AVE 

1YTn FL 

NcW YURK NY 10017-5592 

The Newsweekly of Marketing Vol . XXXVI No . 34 September 11, 1995/$2 .50 

LNaVa6~01'1'14 tiy By Pam Weisz---R .J . Reynolds this month intioduces 

a new, sub-branded line of cigarettes with a stylish yet 

folksy image, borrowing from techniques of big beer makers 

who've introduced microbrew-style sub-brands . RJR's Moonlight 

line, consisting of seven full-price sub-brands, rolls out 

first in Chicago, New York and Seattle . (Continued on page 8) 

AmEx Charges Into Supernmrket Deals 

By Hillary Rosner and Terry Lefton-Arrlerican Express 

is moving aggressively to gain acceptance at supermarkets 

across the nation, signing on grocery retailers eager to develop 

customized direct marketing opportunities by linking with 

AmEx's massive data base . (Continued on page 8) 

http://legacy.library.ucsf.edu/tid/yyf57d00/pdf 

Nabisco's healthier fare 

onslaught confinues with 

Ritz Air Crisps. See page 5 . 

Lincoln-Mercury revs a 

$50M, more familyfriendly 

brand push, 

anchored by Sable . See 

page 6. 

Ocean Spray inks a broadbased 

sponsorship of the 

NCAA, unseating Coke . 

See page 6. 

Valvoline brings newlyacquired 

Zerex into its 

youthful do-it-yourselfer 

overtures . See page 6 . 

Playtex takes common 

sense position in new 

pitch to more youthful 

consumers . See page 7 . 

Wal•Mart, Nmart and 

Sears all on the hunt for 

co-branded credit card 

partners . See page 8 .

THE WORLD'S LARGEST PUBLISHER OF MONTHLY MAGAZINES 


COLONIAL HOMES • COSMOPOLITAN 

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HARPER'S BAZAAR • HOUSE BEAUTIFUL 

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SPORTSAFIELD• TOWN & COUNTRY • VICTORIA 

. 

IS . . . ~, " 

~ 

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RED EFINING,, tga„~5 f,_e

September 11, 1995 BRANGWEEK 

"You need to provide a compelling 

experience."-David Weitrner. See page 34. 

Opinion 

20 End Game 

American Express supermarket deals may be small, 

by comparison, but significant nonetheless . 

By John McManus 

21 Licensing 

Walking a tightrope between short and long term 

licensing deals . By Seth M . Siegel 

Features 

26 Lords of the Rings 

The forecast for the 1996 Olympics Games in Atlanta, 

and beyond, is mixed : there's both boom and bust 

among a continually changing sponsorship landscape . 

By Matthew Grimm 

34 Roller Coaster Rides 

Theme parks are bustling, and pulling out all the stops 

as the marketplace pitch for customers heats up . 

By T.L. Stanley 

Departments 

7, 12, 16 News Roundup 39 Calendar 

22 Brand Builders 40 New Campaigns 

38 People 44 Corridor Talk 

Classified 

After 36 


*F1 I Ok k! [Ili P 

Page 5 

Ritz Family Grows Again 

With Air Crisps 

N abisco Biscuit puts yet 

another twist on Ritz 

crackers, with Ritz Air 

Crisps, expected to hit stores 

within a month . 

The [ow-fat cracker is a thinner, 

light-tasting version of Ritz, 

about two-thirds the size . The 

brand will get heavy distribution 

in the Northeast, and may bow 

nationally. Word is there's also a 

low-fat version of Cheese Nips in 

the offing . Nabisco won't comment 

on unreleased products . 

Ritz Air Crisps' positioning is 

"more light-hearted, more kiddriven" 

than flagship Ritz, a 

source said. Packaging with hipper 

graphics fits the kid-focused 

strategy Nabisco announced in 

the spring when it unveiled the 

Thing, a cartoony version of its 

logo that now appears on most 

products . The company is 

expected to bow a more unified 

design for all its low-fat line 

extensions, including Oreos and 

Chips Ahoy. 

Nabisco's new sponsorship of 

the American Hockey League 

has Air Crisps hosting the "Rookie 

of the Game" award at the 

January All-Star game, pitching 

the crackers as the rookie product 

of the year . Nabisco will do 

account-specific promos with 10 

of the league's 16 teams, all in 

the Northeast, via Evergreen 

Marketing International, N .Y. 

TV from McCann-Erickson, 

N .Y, is expected to support the 

launch . 

Line extensions have bolstered 

Ritz's presence in the $2 .6 

billion cracker business, but 

sales flagged for Ritz Bits, down 

11% to $51 million, and Ritz 

Sandwiches, down 17% to $10 .3 

million for 52 weeks ended April 

23, per Information Resources . 

Flagship Ritz rose 4% to $230 

million . 

In March, Nabisco introduced 

Ritz Snack Mix and Ritz Spreadables, 

packs of crackers with 

peanut butter or cheese . Nabisco 

spent less than $3 million on 

Ritz advertising for the first half, 

down from $19 .4 million for all 

of 1994. ∎ 

~ 

Hoover Sets Q4 Blitz 

By Jim Kirk 2590 this year versus last year . 

The company spent $23 .2 mil- 

Hoover~ is launching the lion in all of 1994, per Compelibiggest 

fourth-quarter ad tive Media Reporting . 

push in its history j Advertising is expected to play 

behind two new products : the up Hoover's new electronic dirt 

Hoover Dirt Finder upright and Finder mechanism, which tells 

its Steam Vac Deluxe products. the consumer a given area has 

TV spots break this week, been completly cleaned by using 

with a heavier schedule slated to different lights as indicatorsn begin during the last two weeks The company has increased 

of the baseball season and con- its budget nearly four-fold in the 

tinue the rest of the fourth quar- last five years as it had to fend off 

ter . Tatham Euro RSCG, Chicago, growing competition from Royal 

handles the advertising, which 1 and others . This year, it signed 

continues the tag: "Nobody ; on as a Major League Baseball 

does it like you ." ' sponsor to assert its category 

While the fourth quarter typi- leadership, backing a "Hoover 

cally is Hoover's busiest period, Cleanup Hitter of the Game" 

it is estimated that Hoover will spot during baseball broadcasts 

bump up spending some 20- in 16 markets. ∎

Page 6 

f 

i 

Lincoin-Mercury Preps $50M-PIus 

Plot to Steal Away Import Buyers 

BAANDWEEK September 11, 1995 

Zerex Joins 

Valvoline 

Youth Push 

; 

By Steve Gelsi 

Lincoln-Mercury. network TV like Seinfeld and 

"The ads appeal to both heart '; Murphy Brown . 

F ord's Lincoln-Mercury unit I, and head to establish the brand, Two Sable ads-one showing By Steve Gelsi 

today breaks a $50 mil- with a very strong ending with the car emerging from a block of 

lion-plus ad campaign the name and logo," Magee said . steel, and another touting the V alvoline repositions Zerex 

that kicks off a brand strategy to Ads break tonight on ABC's car's performance and driveabil- anti-freeze for the 

lure younger, import-minded Monday Night Football and the ity-will break this fall along 

younger half of the 18-99 

buyers to its portfolio . 

with two umbrella spots that target with ads showing a speed- 

Looking to spur young family 

include Mystique and Villager . ing sports car and touting a new 

trade-ups, the ads, created by 

Starting early next year, two three-bottle package and a 

Young & Rubicam, Detroit, fea- 

more ads will tout the versatility of rebate offer in a campaign 

ture shots of young moms and 

the Villager and the driving and breaking Sept . 25. 

kids over a background of 

handling of the Mystique. 

The tack follows Valvoline's 

upbeat music . Mercury's 1996 

For Sable, Mercury targets a success snaring younger do-it- 

Sable will anchor the campaign, 

median 46-year-old earning yourselfers with its "Number 

but the Mystique and Villager ' 

$63,000-plus . 

One Choice of Top Mechanics" 

mini-van will figure prominentl-v, 

with the tag, "Imagine yourself i 

Eyeing young family trade-ups . 

Ford officials announced in 

May that Sable would be the cortag 

on its motor oil advertising, 

, which will continue this fall in 

in a Mercury,' in an effort that NBC Monday Night Movie, but nerstone of a new branding two new 15-second spots break- 

ranks as the most aggressive in will roll out more in force start- '' effort, which includes an increase ing Sept. 18 . Both campaigns . 

Lincoln-Mercury history, said ing Sept . 25 with a"dress to the ' in regional stafnng and a brand will air mostly on ABC's Monday ' 

Keith Magee, Ford vp and gm at nines" approach, i.e . primetime ~ team marketing approach . ∎ Night Football and Fox's NFL 

coverage, with possible future 

play on the more youth-drawing 

MTV, Comedy Central and the 

Sci-Fi channel, plus spots in 

movie theaters 

Ocean Spray Ousts Coke from NCAA ' 

. Valvoline also connects with younger males via 

By 

I 

Gerry KhermOuOh I issues were settled at the ceo lev- ''I involves 80 championships in 21 

i el by OS' John Lewellyn and ' sports . OS, with a presence in 

ntensifying its marketing to Pepsi's Craig Weatherup . Neither every sport, will use it as umbrel- 

a web site on the [nternet . 

The Zerex spots by Bozell, 

N .Y, feature a red Lamborghini 

speeding around a track, then 

women and younger con- firm commented . la for other activities, including pulling into a trailer hitched to a 

sumers, Ocean Spray Cran- After a slow start, Ocean Spray Women Athletes' Voice of sport utility vehicle to show how 

berries has signed a three-year and Pepsi appear to have made Encouragement and college the product fits any vehicle, said 

commitment as juice drink headwaywithsingle-servejuices marketing efforts. Other spon- Jan Horsfall, vp of consumer ' 

sponsor of the NCAA, succeed- this summer, in a cooling New sors have tended to focus on the brand strategy. The ad's rock 

ing incumbent Coca-Cola. Age market that has stymied Final Four. Coke (i.e . Minute music soundtrack and look will 

The NCAA relationship sup- competitors such as Fruitopia MaidtPruitopia) was inactive . help pitch Zerex as modern, fast 

ports OS' effort to style itself as and Snapple. Stepping up its sports involve- and sleek with the tag, "Today's 

an American icon, while , Now, OS wants to move the ~' ment, OS also signed sponsor- engines are made for Zerex ." ; 

strengthening its pull with the ; glitzier techniques it refined ' ship deals with marathoner Bill Valvoline, which purchased ' 

kids targeted by'the single-serve ; working with Pepsi on single- Rodgers and with the Women's Zerex from BASF last year, will 

drinks spawned by Ocean ,' serve drinks to its multi-serve Sports Foundation . 

use the three-pack, plus a $5 

Spray's alliance w'ith Pepsi . Bev- ' juices and foods . The NCAA On the NFL front, it's readying rebate, to sideswipe rival Pres- 

erage executives, meanwhile, complements OS' NFL sponsor- SuperBlitz 11, a replay of last tone's two-pack . Since most cars 

said the Lakeville-Middleboro, ship, which skews older and year's under-the-cap sweep- need at least 2 .5 gallons, Valvo- 

Mass ., growers cooperative has more male, said Tom Manches- stakes, with twice as many line opted to provide a half-gal- 

quietly renewed the distribution ter, previously Ocean Spray's prizes 

lon more rather than less . 

. alliance with Pepsi that was point man on the Pepsi alliance , It's also more aggressive on Valvoline spent about $30 mil- I 

reported to be nearing a break- ': and now corporate event-mar- ; campus . It recently displaced lion on media last year, per Com- petitive Media Reporting 

up (Brandweek, July 10) . ~ keting manager. ' Snapple as official juice drink at 

. Zerex ~ 

Sources said Ocean Spray and ' The NCAA deal, running Syracuse University-ironically, has about 12% of the 184 million ° 

Pepsi were set to sign a multi- through June 1998, was pegged the alma mater of Wendy Kauf- gallon anti-freeze market, led bv ~ 

year extension after the thorniest at close to $2 million, and man, the Snapple lady . ∎ Prestone's 40% . ∎ 'O 

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September11,1995 BRANDWEEK Page7 

't 1 

Playtex Takes Comfort 

Push to Younger Demos 

By Elaine Underwood ' Saatchi, will air on network 

shows like Murphy Brown and 

T he Playtex bra division of Central Park West . The media 

Sara Lee is aiming for ~ buy, up 20% from the $15 milyounger 

women with two I lion last year tracked by Competnew 

ads that imbue the endur- I itive Media Reporting, will be 

ing lingerie label with a sexier, j divided to target both Play'tex's 

more fashionable image . core customer of 40-plus and 

A spot for Playtex's 18 Hour I younger women . 

Satin & Lace bra, breaking next , "We are really working to keep 

week, pokes 

fun at blackclad 

fashion 

victims and 

their uncomfortable 

bras . A 

new commercial 

for Playtex's 

Cross Your 

Heart bra, 

appearing in 

October, stress- 

Cooler imagery, younger target . 

these brands 

alive and meaningful," 

said 

Jennifer Armstrong, 

Playtex 

marketing 

director 

. The push for I 

18 Hour bra, 

made for full- i 

busted women, 

will be aug , 

I es the natural contouring cababil- ' mented with print ads breaking in 

; ities of the product along with the October magazines likeRedbook 

reminders that "It's not polite to and People, employing the antipoint," 

and'9t's not nice to push .' , Wonderbra line, "Be a D, feel like For years, Cross Your Heart an A 

." 

'I used Jane Russell explaining Sara Lee, which also markets 

how the bra'9ifts and separates ." Wonderbra and Bali, claims a 30% , 

Both spots, by the New York ' share of the bra market, estimated 

~ office of Cordiant's Saatchi & at $2.9 billion in 1994. ∎ I 

, , . 

; Adidas on Trotters Tour 

. 

By Steve Gelsi - Arlington, Va ., is selling Trotters 

. sponsorships . D'SA 7bday Internadldas 

has signed to spon- tional also signed as a sponsor . 

sor a team of NBA greats, , The tour started Friday in 

I ed by Kareem Abdul-Jab- j Zurich and runs through Oct . 1 in 

bar, as they take on a revived what's being dubbed as the most 

Harlem Globetrotters in a 10-city ambitious American pro basket- 

European tour . 

~ " ball tour ever in hotbed 

Adidas is boarding 

Europe . 

the Trotters"'Ultimate The tour, whose 

Challenge" tour, featur- 

games will not have 

ing semi-seripus 

pre-determined out- 

games for the first time 

comes, provides a plat- 

in decades, in 10,000form 

for the'f}otters to 

seat arenas. Adidas will 

reposition themselves 

outfit Jabbar's team, 

as skilled plavers rather 

dubbed the Kareem 

than iust entertainers, 

Abdul-Jabbar All-Stars, Ja66arretums . under owner Mannie 

plus get hospitality tick- Jackson, a former Trotets 

and grass roots interaction via ~ ter and HoneyM1Veli exec who purclinics 

with the players . ProServ, I chased the team two years ago . ∎ 


~ Sony Properties Link with leopardyon Synd'icated Radio 

LOS A :\GEi.ES-TV and home video units under Sony umbrella team 

for synergistic promo called Radio Jeopardy!, an interactive program 

hosted by Alex Trebek. Cotumbia Tristar Home Video will promote catalog, 

rental and sell-through product during the barter-syndicated, 90second 

radio spot, expected to reach 30 markets byyearend . Consumers 

win current rental title for answering questions about classic 

or sell-through properties. Radio Jeopardy! will be scheduled during 

drive-time five days a week, with an ad spot dropped into the middle 

of the quiz, across adult contemporary, oldies and country stations . 

1 Musicians Weber, IGng Sing th e Blues . . . M&M Style 

HACKE'CISTOVJN, NJ .-TV ads broke last week introducing Mars' new 

~ 

m-m• 

Thrmdkchnmtalrmelnm f~eurmnuth, 

nm mSXl hcnd : 

blue M&M . A 15-second ad features 

Wings star Steven Weber 

chatting with an animated blue 

M&M ; a30-second spot, which 

broke during the MTV Vdeo 

MusicAu;ards Sept . 7, features 

blues legend B,B .IGng Blue 

won out over pink and purple in 

a promotional campaign in 

which consumers were asked to vote on a new M&M color. As it 

worked out, tan was discontinued in plain M&M's, blue replaces 

orange in almond varieties and peanuts stay the same . 

/ Safeway Mid•Atlantic Mailing Deals Data to Manufacturers 

W?SHINGTON-Safeway's mid-ALantic region drops its first "Light & 

Healthy" mailing, sending manufacturer coupons and newsletter to 

250,000 hea y-user Baltimore/D .C . households. Seven category-exclusive 

marketers fund customized mailings in exchange for household-level 

data that tracks purchases and competitive switching . No advertisers 

signed yet. Asimilar ldt foryoung families drops this week with Quaker, 

Stouffer's, Nakisco, Lever, more ; may expand to other regions in Safeway's 

$16 bHlion empire . PreVision Marketing, Lincoln, Mass ., handles . 

/ Car Freshener Hangs its Pitch on Comparative Theme 

WA"tERTOWN, N .Y-New TV/print ads break this month for Car Freshner's 

Little Tree air freshener. Campaign, from Mullen, Wenham, Mass ., 

seeks to build brand awareness for the familiar tree-shaped devices by 

comparing them to their natural counterparts, i.e. wildflowers, expensive 

perfume or home-made potpourri . Tagline : "The big scent of a little 

tree." TV runs on TES, CMT, TNT and Nick at N7te ; print runs in People, 

71' Guide, others . 

/ Newswire ~ 

Scholastic Productions signed Fruft of the Loom, FGlitwaves, Fresh Caps 

and other flcensees in apparel and fashion accessories forSenolastic's 

The Mag(c School Bus, and The Musidand Group for apparel for 777e 

Baby-sitters Club . . . Canrdestick Park, San Francisco, renamed 3Com 

Park, an entitlement purchased by Santa Clara, Calif ., data networking 

firm 3Com . . . New Line Home Yideo releasesMyFornrly Nov. 7 with a 

Mexican Riviera Sweepstakes for consumers and retailers . . . Hardee's , 

rolls its Big Hardee sandwich this week via a$15 mlllion campaign from I 

Tatham Euro RSCG, Chicago, stamng TJ's Jerry Van Dyke and Big Fager- ~ 

bakke of ABC's Coach . . . PERSONNEL : Hardee's Food Systems, Rocky ~ 

Mount, N .C., named Ray Perry as coo . Perry was president of 0 PoGo 

l.oco, a unit of Flagstar and Hardee's largest franchisee (600 outlets) . Tne u 

move follows last month's appointment of former Flagstarceo Stephen ~ 

McManus as president of Hardee's, apparently at the behest of Flagstar ~ 

ceo James Adamson, who was mulling a takeover bid (Brandureek, Aug 

. V~ 

21) . El Polio Loco post remains vacant. y;

Page 8 BA4NBWEEK September 11, 1995 

i 

~ 

AmEx Charges into Supermarlcets 

(continued from cover) 

The supermarket acceptance 

initiative, which effectively blurs 

AmEx's longstanding positioning 

as an upscale travel and entertainment 

payment mechanism, 

comes as American Express 

continues a vigorous effort to 

unify its brand identification 

around an image and a theme 

on which to build marketing 

programs . 

Beginning lastyear, AmEx has 

been "strongly going after building 

partnerships with the supermarket 

industry," said Steve 

Zacks, vp-supermarket industry 

for American Express Travel 

Related Services. AmEx now has 

ties with over 30 chains, including 

bon's, Ralph's and Hughes 

Family Markets in California ; 

Wakefern/ShopRite and Giant 

Foods in the East ; KKR-Bruno's 

in the South ; and Marsh and 

units of Kroger in the Midwest . 

For AmEx, the deals offer "a :' to the forefront as its brand icon . 

bonanza of new business . . . in i "We [do] not have a consisthe 

.S400 billion food store mar- tent approach to brand identity}" 

ket," as well as a response to said Chenault in the memo 

cardmember demand, said retail issued to staffers in July . More 

consultant Burt Flickinger . consistent use of the blue box 

AmEx ties provide supermar- would displace AmEx's centurikets 

not only a chance to draw on, the green card and the Amernew 

customers and increase ican Express typeface, and a 

transaction size-AmEx cus- planet image, each of which has 

tomers spend on average 20% been used as a branding device . 

more per supermarket transac- With merchant acceptance vasttion 

than bankcard users-but ly inferior to that of Visa and 

also offer access to the coveted MasterCard, the selection of a 

AmEx database. -- ' single brand ID is overdue. 

"We work with them to devel- "AmEx has to find a way to 

op programs to target particular grow beyond its base and the 

customer groups," Zacks said . best way to do that is segmenta- 

Zacks said many chains now ; tion," said Michael Auriemma of 

accepting the card-including !. Auriemma Consulting, West- 

Von's, Giant and Bruno's-have I bury, N .Y "To segment, they 

participated in co-op advertising . ' have to have a unified identity 

On a broader scale, a memo that customers and merchants 

from AmEx Card czar Ken recognize . That's something 

Chenault indicates that the com- AmEx hasn't had . Visa and .Viaspany 

is pushing its blue box logo terCard have done [it] well ." ∎ 

RJR's Moonlight Smokes Micro Style 

(continrzsed fro?rz eover) 

It's distinguished by unusual 

packaging and quirky elements, 

like the use of honey-toasted 

tobacco in two of the brands . 

RJR would not give a specific 

intro ad budget figure, but word 

is support for the roll-out will be 

"in the low mitlions" of dollars . 

Print ads breaking in October 

show the Moonlight logo, a halfmoon 

blowing smoke rings, but 

make no mention of Moonlight 

as a Reynolds unit. Copy 

describes how Moonlight is 

working to "make the most 

exciting and innovative tobacco 

products in America today and 

have some fun along the way ." 

"It's very difficult and expensive 

to introduce new [cigarette] 

brands," said Dirk Herrman, an I . 

RJR marketing exec credited as 

Moonlight Tobacco "co- . 

founder." His solution : "Make 

the manufacturer important . 

What you wiLl see is Moontight 

Tobacco, driven by that logo ." 


K-, Wal- and 

Sears Seek 

Co-card Ties 

By Terry Lefton 

W al-Mart, Kmart and 

Sears are closer than 

ever to issuing cobranded 

Visa or MasterCards . 

Bankcard industry execs indicate 

that each of retailing's holy trinity 

have already sent out requests 

for proposals to bank issuers 1 

asking them for bids and ideas ; 

on how to execute co-brands . 

' The move, bringing co-brand- 

. 

The idea of niche marketing a chance "to better express 

g ing to mass-merchants for the i first time, comes after a flurry of 

oil company co-branded cards 

and recent moves into credit 

cards by two club stores : BJ's, 

which recently launched a MasterCard 

co-brand, and Wal-Martowned 

Sam's, which now issues 

a private-label card . 

While Sears began accepting 

•. bank cards a few years ago, the 

j move to a co-brand would be ~ 

suprising, since it owns and 

operates the nation's largest proprietary 

card progam, Discover, 

with more than $20 billion in 

receivables and 50 million cards . 

by a maior manufacturer is one themselves rather than associat- That's more cards than the top 

that's been successfully exploiting themselves with a mass two bankcard issuers combined . 

ed by brewers . Miller, for exam- brand," Herrman said. 

Kris Crowe, svp of co-branded 

ple, has made a splash with Red The cigarettes themselves are and affinity marketing for Mas- 

Dog, sold under the Plank Road also different. B's and Sedona terCard, said that priorities have 

Brewery sub-brand . Miller par- brands contain honey-toasted changed for both the credit-card 

ent Philip 

tobacco. 

associations and the co-branded 

Morris has 

Moonlight's targets still available after the ini- 

been testing 

City brand tial flurry in the past few years . 

Dave's, a dis- 

sports a gran- Card associations have long tried 

countcigaite-coloredfil- to convince big retailers to corette 

with a 

ter. The other brand ; stores haven't wanted to 

down-home 

brands are risk cannibalizing their own 

image . Ads 

North Star, cards, while concomitantly giv- 

refer to a fictional 

"Dave's 

Line is Hemnan's brainchild . 

Politix and 

Jumbo . Packing 

their consumers a general 

purpose credit card that could 

tobacco company." P-M would aging carries the RJR name . be used to buy at a competitor, 

not comment on the status of Ads, from Vernacular Com- "Our thinking changed," said 

the test nor roll-out plans . 

munications, N.Y., will run in Crowe . "We used to tell stores 

Moonlight's packaging, devel- Spin, interurerv, Rolling Stone, they had to convert their propri- ~ 

oped by Cornerstone, N .Y., Details and regional publications etary card base to co-brand . ~ 

should stand out in a category like The Village Voice . 

Now we think they can co-exist ~ 

not given to visual excitement . Even if it falls, the small-scale and enhance the portfolio ." u 

B's come in a vellow-and-black approach to the launch repre- Still another reason driving the .t 

striped box, while Metro Lights sents a minor investment to RJR, renewed interest by retailers is ~ 

have an art deco look . The eye- said John Maxwell, analyst at the growing importance of cus- ~ 

catching graphics offer smokers Wheat First Securities. ∎ tom ized data base 

marketing . ∎ 

c

http://legacy.library.ucsf.edu/tid/yyf57d00/pdf

Page 10 

I 

~ 

BRANDWEEK 

$50M Plymouth `Renaissance' 

Seeks Women; Mail Units Expand 

September 11, 1995 

P&G Parrots 

Huggies' 

Upscale Tack 

; 

I 

. 

. 

By Jean Halliday choice for young, first-time buy- Beginning this month, print ads 

& Steve Gelsi ers . The company is looking to also include an 800 number, via 

make young women at least 60- Ross Roy Communciations of 

Chrysler Corp . continues ,' 70% of its buyers . Sixteen of the Bloomfield, Mich ., to provide 

to shake the stodgy Plymouth Place mall locations consumers with data from Ply- 

image from its Plymouth will be set up by the end of this mouth Place kiosks . New ads 

nameplate with a female-target- month with interactive kiosks, flag Plymouth's new World 

By PPam Weisz 

rocter & Gamble ups the 

ante in its ongoing diaper 

war with Kimberly-Clark 

ed brand update dubbed the Plymouth cars and company 

"Plymouth Renaissance," plus a reps that refer interested buyers 

near-national expansion of its ', to local dealers . Earlier this year, 

"Plymouth Place" mall displays Plymouth measured an average 

next year. of 2,000 visitors a month per Ply- 

For the "Renaissance" pro- mouth Place test kiosks in Mil- 

Wide Web site . Also, Plvmouthsponsored 

events will be staged 

at colleges to reach entry buyers . 

Bozell, Southfield, Mich ., handles 

Plymouth . Last year 

Chrysler spent onl,v $17.6 million 

this fall with the launch of Pampers 

Premium, a competitor to 

Kimberly's top-af-the-line Huggies 

gies Supreme . 

. Billed as "the softest, most 

absorbent Pampers ever," Pamgram, 

Plymouth will spend $30 waukee and Portland, Ore ., and 

million on advertising and pro- local dealers pegged 595-plus 

motions for its 1996 models tar- ~ sales jumps 

in measured media for Plymouth, 

according to Competitive 

Media Reporting 

pers Premium ships to the trade 

in early October. Like Huggies 

. Supreme, it boasts a soft, cloth- 

geting women, according to "The whole concept is for peo- Some automotive industry like like covering, high absorbency 

insiders . Plans also call for Ply- ple to have access to the technol- observers have speculated that and fastening tapes that can be 

mouth Place displays to be acces- , ogy, information and price out- Chrysler would pull the plug on opened, then reclosed . TV ads 

sible to at least 60~/~ of the U .S . ~. side the dealership," said Steve one of its nameplates, either Pty- from Pampers agency D'Arcy, 

population by the end of '96, ~ Bruvn, Plymouth marketing manmouth or Eagle . Plymouth Masius Benton & Bowles, N .Y., 

offering an alternative, low-pres- ager . "Younger women are more "doesn't have a clear-cut, desire- break Nov. 27 and run for 13 

sure interface to non-traditional threatened [by the dealership able image," said Jay Houghton, weeks . 

customers, mostlywomen, who environment[ and more uncom- a director at Automotive Market- In addition, freestanding 

traditional-vdistikedealerships . , fortable than younger men ." ing Consultants in Warren, Mich . inserts, direct mail sampling and 

Plymouth is recasting itself for A snappier version of Ply- "It's going to take more than print ads also support the 

a 20- to 40-year-old market, lookmouth's old Mayflower logo will ' promotional dollars to recreate ' launch . P&G says spending will 

ing to become the brand of appear in new print and TV ads, i the brand." ∎ be at leadership levels ; Kimberly 

put $7 .6 million behind Huggies 

Supreme last,vear, 55 .1 million in 

the first five months of this year. 

Hunt-Wesson Rolls Healthier PB 

With 25% fewer diapers per 

' package than regular Pampers 

but with the same price tag, Pre- 

By 

I 

mium offers higher margins to 

Betsy Spethmann I Peter Pan Plus, with 25% of 18, per Information Resources . both P&G and retailers . 

daily requirements of eight vita- That 2 .8°,5 share rivals low-fat Trade materials claim con- 

f you believe in vitamins and mins and minerals, is rolling into leader Simply Jif, from Procter & sumers will trade up, and the 

minerals, clap your hands . Atlanta, Baltimore, Charlotte Gamble . In the overall $531,2 success of Huggies Supreme 

Hunt-Wesson rolls out Peter N .C ., Cincinnati, Chicago, Dallas, million creamy peanut butter seems to bear that out . 

Pan Plus, the first vitamin-forti- Houston, Jacksonville, Fla ., market. Jif holds a 31 .5% share, Launched in mid-1994, Huggies 

fied peanut butter, into 1 . l of its Kansas City, Mo., Memphis, CPC International's Skippy Supreme had a 9.1% share of the 

top markets . 

20.3%, private label 19 .1% and $3 .7 billion diaper market as of 

TV breaks this month target- 

flagship Peter Pan 13 .406 for the June 1995, according to J .P. Moring 

adults 55-plus and kids under 

52-week period ended June 18, gan analyst Heather Hay. 

12, the two prime user groups 

according to IRI . Shares are sim- Overall, Kimberly-Clark has a 

for peanut butter. Pushing nutriilar 

in the $170 million chunky 37 .58% share of the market, 

tion could give the $700 million 

market . 

while P&G has 35 .55% . P&G's 

category new momentum to 

Hunt-Wesson will support the share includes Pampers and ail- 

turn around slack sales and dis- 

intro with an ad budget compaing Luvs, sales of which contintance 

premium brands from private 

label . Category sales 

~ Looking to spice up category 

rable to the $3 

. 

.4 million it spent ue to slip . 

nationally last year on Peter Pan, P&G has historically played 

dropped about 3°r6 for the year i Tenn ., and Syracuse, N .Y., strong per Competitive Media Report- catch-up to Kimberly's innova- 

ended June 18, driven partly by markets for Peter Pan . No plans ing . A television spot from tions in the diaper market, and 

concerns over fat . 

are set for national exoansion . Ketchum Advertising, San Fran- the launch of Premium is a con- 

Being first in with a value- Last year, Hunt-Wesson introcisco, shows a boy morphing tinuation of this trend. 

added extension could also give duced Smart Choice reduced-fat from a baby to teen, with "It's something they have to 

the No . 3 brand some leverage ! peanut butter, which sold 520 .2 voiceover marveling at how fast do to stay competitive," said one 

in category management . i million for the year ended June kids grow. ∎ retailer. ∎ 


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I, Doubletree Nears Pact as Official Hotel for the NFL 

PHOENI .X-Doubtetree Hotels is close to signing a hvo-year deal 

making it the National Football Leagues official hotelier. While the 

Hyatt Regency Phoenix will be NFL headquarters during Super Bowl 

XXX. Phoenix-based Doubletree is looking for ties and team business 

around the league : Doubletree has 110 hotels nationwide and 

plans the usual NFL-themed promos and ads using NFL players . 

Doubletree has a similar deal with the NCAA . Millsport, Stamford, 

Conn ., brokered deal . GSD&M, Austin, handles advertising, - 

1 Lee Ads Slip into a Softer leans Theme 

MERRIAM, KAN .-A new Lee jeans campaign by Fatlon McElligott, 

Minneapolis, targeting young men and women, employs a sweet, 

romantic approach in the denim ad wars . One spot shows a chiseled 

young man in his Lee's fruitlessly weeding a field ; the camera 

reveals a female admirer blowing dandelion seeds in his,vard . 

Another spot shows how a young man chased a woman crosscountry 

only to return her locket . 

l, Willis Sings the Praises for Sears' Private-Label Launch 

HOFFMAN ESTATES, ILL.-The September launch of Sears' new 

Canyon River Blues private-label brand includes a promotion titled, 

"Who is Bruno?" the musical alter-ego of actor Bruce Willis . The 

actor Willis also does voiceover for the Canyon River launch ad,by 

Young & Rubicam, NY, which broke Sunday . The initial ad focuses 

on a young man romping around outdoors and dreaming about 

what life would be like if he was in charge . A contest promo uses 

radio ads to direct listeners to 800 Sears stores, Sept . 17-30 . Winners 

win trips to New York for a live concert at Planet Hollywood . 

1 Philip Morris Promo Rides the Marlboro Unlimited Train 

NEW YORK-Philip Morris last week announced a new. trainthemed 

continuity program for Marlboro : Marlboro Unlimited . October 

print~outdoor ads publicize the promo's centerpiece, a sweepstakes 

open to smokers 21 and older ; 2,000 winners can bring aguest 

along on a 5-day trip through the American West on a custom-designed 

train next summer . A Marlboro Unlimited Gear catalog 

will come out in January offering themed promotional items . 

1 Newswire 

G . Heilman Brewing, thought to be in talks regarding merger with 

Stroh or other brewers, said "discussions conceming possible business 

combinations" have been terminated . The La Crosse, Wis ., 

brewer plans a restructuring and does not expect to make an interest 

payment due Jan . 21 . . . To be announced this week by Top-Flite 

Golf at PGA International show in Las Vegas : New print/rV tagline 

for balls : "The most played named in golf," accompanied by a promotional 

$1 Million Challenge to other manufacturers to prove they 

sell more balls than Top-Flite ; T-F's custom ball division unveils 1996 

Authentic Olympic Games collection of SD balls available for retail . . . 

Universal Studios Hollywood and Universal Studios Florida signed The 

Hinckley & Schmitt Bottled Group to a multl-,vear sponsorship 

agreement as the official bottled water of the two entertainment 

venues . . . Beginning its 17th year on air this month, ESPN has 

cleared 70% of all U .S. television households, according to Nielsen . 

ESPN svp-sales/marketing George Bodenheimer said that translates 

to 66 .8 million homes . Also, first-year ESPN2 now reaches 24 .8 million 

homes . . . BMW, Neiman Marcus offer limited edition of new Z-3 

roadster in department chain's Christmas catalog, mailing this 

week . Twenty Z-3's, outfitted a la model in upcoming James Bond 

BRANDWEEK 

Flick Coldeneye, are available for $35,000, which includes tickets to ~ minded kids, but more to adults 

movie premiere. Z-3 debut in early'96 will be priced under $30,000 . I who would recall the legendary 

players : basketball star Walt Fra- 



Staples Tries Teamwork 

With Local NFL Clubs 

By Hillary Rosner 

Game pieces representing the 

winning animated character-of 

S taples Office Supply Super- three helmeted staplers named 

stores is upping its com- Penalty, Punt and Hike-are 

mitment to team-by-team redeemable for store discounts . 

NFLsponsorships this fall, setting The Bengals sponsorship 

up individual promos with the includes in-store team logo give- 

Cincinnati Bengals, Arizona Caraways and a sweepstakes dandinals, 

San Diego Chargers and gling a package of tickets, a limo 

~ Washington Redskins. 

ride and pregame sideline pass- 

The Framingham, Mass : es for six home games . 

based company made an inau- Sponsorship of the Cardinals 

gural link with its home-town calls for three-year stadium sig- 

franchise, the New England nage, including stadium signage 

, Patriots, last year, but now is for Super Bowl XXX . 

; expanding its program in strate- Staples' continuing sponsorgic 

markets to keep pace with ship of the Patriots also includes 

fellow regional players Office signage, plus the "Staples Star of 

Depot and OfficeMax, which the Game," chosen b,v announc- 

,. also participate locally in NFL ers at local radio station WBCN . 

' stadium signage and sponsorships 

. Staples sponsorship deals 

i Each week, Staples donates supplies 

to a needy area school in 

vary by team, though all or most the name of the selected football 

feature in-store ticket sweep- player, 

stakes, player appearances and Office Depot had 1994 sales of 

:' another shot at category exclu- $4.26 billion, compared with Stasivity 

sivity next year . 

ples' $2 billion. 

In San Diego, Staples has opt- Staples currently operates 397 

ed for a season-long in-stadium stores in the U .S. and Canada, 

promo with an animated, 45- with plans for 85 more by Janusecond 

Diamondvision feature . i ary 1996, ∎ 

'l I I 

Quaker Sees Stars 

By Steve Geisi 

& Terry Lefton 

Q uaker 

State debuts an 

autographed Sports 

Legend poster offer on 

Sept . 18 to link its 4x4 

truck oil with hard-working, 

dependable sports stars . 

In-store coupons and tags on 

Quaker State commercials will 

offer individually-signed lithographs 

for $5 plus proof of purchase 

from a case of Quaker 

State 4x4 Atotor Oil and $2 .50 

postage and handling . 

The posters are expected to 

appeal to sports collectible- 

zier, hockey great Gordie Howe, 

pitcherJim "Catfish" Hunter and 

football standout Bart Starr . 

The poster effort builds upon 

' 4x4's image as a dependable 

and classic product, said Frank 

Dudowicz, director of marketing 

services . 

TV ads for Quaker State, 

tagged with the poster offer, will 

run in Outdoor Life magazine's 

syndicated show and other Drograms 

. 

The full-color, 9x12, individually 

signed lithographed posters 

are reproductions of original 

paintings commisioned by 

Quaker State from artist Gene 

Locklear. The originals will be 

aucGoned off; proceeds go to the 

Police Athletic League. ∎

C 6ft h igherL With 

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September 11. 1995 BRANDWEEK Page 13 

~ 

Guinness, 

Labatt Swap 

Imports 

By Gerry Khermouch 

I 

n an unusual maneuver, 

Labatt USA effectively is 

swapping rights to its fastgrowing 

Red Stripe beer in the 

U .S . for rights to Guinness 

, Import's bigger-selling Mexican 

~ import, Dos Equis . 

Late last week, the two companies 

confirmed a previously 

rumored deal that aligns the U .S . 

marketing rights for each brand 

with its actual owner 

, (Brandweeh, Aug . 22, 1994) . 

I Britain's Guinness Plc took control 

of Red Stripe's Jamaican 

brewer Desnoes & Geddes in 

late 1993, while Canada's John 

Labatt last year formed a joint 

. venture with Dos Equis' Mexican 

. brewer, Femsa . Labatt has since 

been acquired by Belgium's 

Interbrew . 

The switch, which includes 

, Red Stripe's sibling, Dragon 

.~ Stout, may have been accompanied 

nied by an undisclosed cash payment 

. 

Labatt USA, based in Darien, 

Conn ., now can group and mar- 

. ket Dos Equis with the other 

', Mexican brands it picked up via 

the Femsa deal, including Tecate, 

Soi and Bohemia . 

Under Guinness . Dos Equis 

has enjoved steady growth to 4 

million cases, in part by parlaying 

ing Gen X-oriented ads, moun- 

', tain biking sponsorshios and 

draft versions to broaden consumption 

occasions beyond its 

primary venue of Mexican 

restaurants . 

Guinness, for its part, gains an 

800,000-cases-plus brand that 

has ridden reggae music, movie 

placements (in The Firm and 

Cool Runnings) and ever, an oni 

line sweepstakes via Soin maga- 

; zine to double-digit growth, 

i despite product shortages . 

With Red Stripe's sibling , 

~ Guinness also locks up the West 

! Indian community, where both 

- Dragon Stout and Guinness 

Stout are oopu!ar. ∎ 

-J 

U t { 

Fruit Waves Ride Spin Onto Campus 

By Pam Weisz 

W arner-Lambert will 

link with Spin magazine 

this fall as it seeks 

to aggressiveiy market its cobranded 

Ocean Spray Fruit Waves 

hard candy to college students . 

Fruit Waves has signed on as 

exclusive sponsor of the Spin 

College Networrz, a pre-recorded 

half-hour radio show distributed 

to 300 college radio stations 

( 

INSEAD 

I~ nationwide. Fruit Waves will also electronics, clothing and other 

'. have a presence on Spin Online prizes . College-age consumers 

on AOLW-L will advertise Fruit are °heavy users of hard roll can- 

Waves in Spin beginning in dy," said Fruit Waves business 

November, via agency J . Walter manager Mitch Rose . W-L's 

Thompson, N .Y., and will hit efforts also mesh well with 

select campuses with sampling Ocean Spray's "Crave the Wave" 

and contests . 

campaign, targeted at GenXers . 

On-campus activities will Fruit Waves, which was 

j include a°Pack in Every Pocket" launched last summer, had sales 

contest, in which randomly of $13 .2 million for the year 

I selected students found with a through June 18, per Informaroll 

on them can win CDs, home I tion Resources. ∎ 

22-29 November, 1995 

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The grow ing power of the rctailer ; the inexorable growth of own brands ; 

category matagementi global competition ; brand equity; Eurobranding 

and tran s -national marketing - if tluse are some of the i .ssues you are• 

grappling with right now, you're likely to find STORWARS invaluable . 

Designed specifically for busy senior managers in retailing, 

manufacturing and ad vertisin g . 

p,l, Tia, 

; 

; 

I 

I 

i 

I 

ro 

i 0 

i a 

mra~cn~ 

P,,aa,

Instead, an evocative, sepiatoned 

image of the wasy shadow 

of a wine bottle on a chair 

gets copy : "It embraces the lie of 

the land . the fold of the hills, the 

sun, the mist, the rain, and 

9flANDWEEK 

I '„17I~.M ; : . I . ,h 

Mondavi Seeks ID Above Wine Glut ; Pep Farms 

By Gerry Khermouch Chardonnays to choose from ." ! logo ; just the iabel of a bottle of 

I Mondavi and Ketchum stud- ~ 67ondavi's 1992 Cabernet 

lrT9 he Robert Mondavi Win- ~ led other wineries' ads . then I Sauvignon Reserve . 

/ cry next month breaks its 

j first-ever advertisinc campaign 

with print executions that 

eschew logos, taglines and other 

conventional ~ 

devices In favor of an understated appeal , 

to the brand's high- j 

end positioning . 

The campaign, 

created by Ketchum 

Advertising, S .F . . and 

budgeted about $2 .5 

million, is a response 

to a proliferalion of 

products at a time 

that the distribution 

channel is contracting 

and retail is shiPting 

to self-service 

outlets, said Martin 

Johnson, svp of marketing at the 

Oakville, Calif,, winery . 

"The Mondavi family prided 

themselves on never having had 

to advertise," Johnson said . 

"They used traditional channels-the 

distributors and retailers-to 

get their story through to 

the consumer. 

"[But now] there's no help 

out there, and 1,000 different 

I f t 

went with offbeat choices both 

in tone and media . Out were 

bottles of wine and wedges of 

cheese perched on a barrelhead . 

Earthy executions veer from standard wine & cheese shots . 

Media includes Wine S,oectotor, 

Cigar Aficionado and Bon 

Appetit, along with unorthodox 

venues such as T'ne rVem Yorker 

and Conde Nast 

Traveler, which run 

ads for spirits and 

sparkling wines, but 

none for table wines, 

Johnson said . 

Three other ads 

focus on sunlight, 

wine and food, and 

the wines' unfiltered 

nature . Although 

Mondavi makes a 

range of wines, all 

the ads depict the 

Cabernet Sauvignon 

label . "ffwe're trying 

to peg our image at 

the very highest level, we should 

showcase our best wine," Johnson 

said. 

The ad campaign joins a marketing 

mix that will step up relationship 

marketing via newsleb 

everrthing that is carried upon 1 ters and other mailings to winery 

the wind .' Body copy explains ~ visitors and magazine subthe 

ways in which the soil influ- I scribers, as well as an Internet 

ences-the taste of the wine . site that Johnson said draws 

There is no tagline or even brand 5,000 virtual visits monthly. ∎ 

Mills Ka In with Marvel for X-Promo 

By Betsy Spethmann 

G eneral Mills is aiming up 

with a fourth-quarter 

promo for Berry Berry 

Kix that puts three superheroes 

in every box . 

The tie-in with Marvel Comics' 

popular X-Men characters is 

designed to attract kids older than 

Kix's 6- to 8-year-old core group, 

and turn around a scary 30%sales 

drop . From October through 

yearend, 3 million boxes each carry 

three Marvel OverPower cards, 

collectible cards that tap the hot 

new toy trend of role-playing 

cards . Fleer is shipping Marvel 

OverPower cards, featuring hun- 


dreds of Marvel's 3,500 characters, 

to toy stores, where a 62-card 

deck will sell for $7 . The Kix promo 

uses only the 21 X,'vlen character 

cards . Kids send one proof 

and 32 for a 62-card deck "This is a brand that has wanted 

very badiv to be on the cutting 

edge, but had to watch it because 

there's so much hlom-approval 

involved," said Joel Ehrlich, Marvel 

svp-corporate sales . "Aligning 

with X-,Ulen helps General Mills 

aim up in age group to get a 

broader audience." X-Jfen was 

the No . i show for kids 2-11 and 

6-17 for over two years, one of 

few shows to appeal to both 

groups, he said . 

New TV from Saatchi & 

Saatchi, N .Y., breaks in early 

'. October with a comic-book 

I theme and flashes a handful of 

the X-Men cards in a tag 

announcing the giveaway . Heavy 

print in nine kids' books supports 

. Fleer's own print campaign 

for the cards broke in September 

issues . 

i Mills' flagship Kix holds a 

! respectable 1 .556 share of the 

$8 .1 billion cereal market, but 

Berry Berry dropped to $51 .4 

million for the year ended July 

16, per Information Resources . 

Berry Berry got $15 million in 

media support last year, versus 

1 $13 for Kix. ∎ 


Reorgs the 

Bread Aisle 

By Betsy Spethmann 

P epperidge Farm is watching 

bread sales rise in its 

first category management 

test in the $4 .5 billion business . 

The 10-store "Fresh Success" 

test wraps up soon, and Pepperidge 

peridge Farm will use the results 

to cozy up to other retailers. The 

brand's sales are up 7%, outpacing 

2 .6% category growth, 

~ according to preliminary data for 

the 16-week test with one Northeast 

grocer . 

"This gives us the opportunity 

to go higher than our good relationship 

between buyer and seller," 

said Ralph DiVito, vp-sales . 

"It gives us a much broader base 

to target our business plans ." 

Parent Campbell may use 

Farm's results as it gets more 

involved in the bakery unit's 

management, now under president 

Dale Morrison, a Frito-Lay 

veteran and proponent of "Fresh 

f Success ." Like Pepperidge Farm, 

it could extend category management 

efforts to penetrate key 

accounts and broaden its contact 

base . That's especially important 

as grocers consolidate, conceng 

trating the power base among 

. fewer, bigger players . 

. The closest thing to a national 

premium brand in a highly 

regionalized business, Pepperidge 

favors grocer shelves 

arranged by brand, rather than 

flavor, preferably with premium 

brands separate . Scanner data 

show a brand set-up boosts sales 

without cannibalizing in-store 

bakery sales, meaning consumers 

are more likely to trade 

up from low- or mid-priced 

brands to in-store . 

Only a handful of grocers 

arrange shelves by flavor, but 

they're major players . Cannondale 

Associates, Wilton, Conn ., 

handles the test . Pepperidge 

Farm holds a 4 .1% share with 

sales flat at $186 .5 million for the 

year ended May 21, per IRI . Private 

label leads with 300Po. ∎ 

I 

I

Graphic 

Design 

Art 

Direction 

Copywriting 

Desktop 

Publishing 

Print 

Production 

It may have worked for phrenologists, but nowadays 

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i Take Me Out to the Sandlot . . . Brewpub That is 

NEWYORK-Brewpubs are racing into new venues as the movement's 

e.xplosive giowih continues . Oldenburg Brewing, Fort Mitchell, 

Ky., is installing an on-base microbrewery and pub for an Eighth 

Army unit near the Korean demilitarized zone outside Se,oul . It opens 

in December or January. Rhino Chasers brewer William & Scott in 

October opens a brewpub at Los Angeles International Airoort's Terminal 

One. As reported, Coors has enjoyed success with its Sandlot 

brewpub in Coors Field in Denver and may extend the concept to 

other parks . 

jl, New logo is Here, licensed Merchandise to Follow 

NEW YORK-Of the hundreds of T- 

%Afy-fi 

shirts for sale at the U .S. Open tennis 

last week, one of the most requested 

wasn't even for sale . The new logo 

© 

for the Women's Tennis Association 

was emblazoned on a T-shirt at the 

m WTA booth in Flushing Meadow, but 

I with the association's initial licensing 

program just getting off the ground, no licensed product is available 

yet . The new logo, from New York design house Sean Michael . 

'i Edwards, was designed to emphasize a more contemporary image, 

according to David Mitchell, vp at International Management Group, 

New York, which has been handling sponsorships, TV rights and 

licensing for the WTA since April . Mitchell said he has initial interest 

from collectible manufacturers and hopes to have some WTP . 

, licensed apparel wit4 the new logo for sale later this year at WTA 

events . 

~ Newswire 

General Mills this month breaks a 3-D TV spot for Count Chocula cereal, 

timed to Halloween to bolster the cereat's °spooky fun" posi6on- 

, ing . 3-D glasses make characters in the spot and on the box pop out . 

Saatchi & Saatchi, New York, handles . . . . Bausch & Lomb extends 

Curel brand of body lotion with new alpha hydroxy acid formula this 

fall . TV ads, coupons support, playing up much-touted ability to 

remove dead skin cells, revealing healthier-looking skin . The brand 

was also repackaged to give it a more therapeutic look . . . .ASSIGN- 

MENTS : New pr clients for The Sherry Group, Parsippany, N .J . : Converse, 

Greater New York Golf Show, New Jersey Golf Show . TSG will 

handle upcoming launches for Converse, including Voltage apparel 

line and a broad-based Hardball initiative . . . Classic Appearance Prod- 

. ucts ., a Laguna Hills, Calif ., automotive aftercare marketer, selected 

Newport Beach, Calif., agency Basso Valentine Radford for ad%pr . . . 

High-tech ad/pr agency WTM, WeyTnouth, Mass ., inked clients Acuity 

Imaging, Nashua, N.H . ; Eastman Kodak subsidiary Imagery Software, 

Bedford, Mass . ; and Inso Corp., Boston . . . Fallon McElligott Berlin, 

New York, named AOR for Ralston Purina's Golden Cat division . 

~I including Tidy Cat brand of pet products . . . Schlage Lock hired 

Chicago agencv Bender Browning Dolby & Sanderson, and will launch 

TV,%print consumer campaign keying on high level of security offered 

by Schlage products . . . ENDORSEMENTS : Sports stars Roger 

Clemens and Grant Hill among roster of athletes featured in ad camh 

paign-both on- and off-network-breaking mid-October to tout 

ESPN SportsCenter. ESPN talent also included in TV spots via agency 

Weiden & Kennedy . . . OBITS : Allen J. Wagner, 91, former vp-pr at 

General Foods and co-founder of Public Relations Society of America, 

on Sept . 4 in Salt Lake City . . . Point-of-purchase display specialist 

Jules Wiebel on Sept . 3 in Morristown . N .J ., from complications following 

open heart surgery The firm he founded in 1953, Jules Wiebel 

and Associates. is now FG. Phoenix, a $30 million annual enterprise . 


BRANDWEEK 

.ri 

Smith Goes Lnre at 

Camelot with Fragrance 

By Pam Weisz Unlike CK One and Melrose 

r 

f Place, however, Live will be sold 

ormer Guess? model and I exciusivelv in the 450-store 

Playboy Playmate Anna Camelot chain . The brand will 

F Nicole Smith will step into I be supported by print, created 

a new role this fall as spokesmod- in-house, which will run in such 

el for Live ., a unisex fragrance Ihat magazines as Rolling Stone, Vrbe 

rides the latest dis- _ and Playboy . 

tribution trend in Wilshire will comthe 

industry by mit $l million to 

rolling out next media with further 

month in Camelot outlays expected 

Music stores. from Camelot . Ads 

Live creator and POP displays 

Wilshire Fragrance, show Smith in a 

Ann Arbor, Mich., I~ revealing black 

is the latest mar- ' rubber outfit . The 

keter taking a page I tagline, which also 

from Calvin Klein's appears on the 

successful CK One, scent's outer pack- 

which broke new Smith will visit stores 

. aging, is °Boldd ground with its uni- Uncompromising . 

sex positioning and distribution I Fearless ." Smith will make inin 

in Tower Records stores. Now store appearances this fall . 

I other music chains are begin- Wilshire president Peter Klamka 

ning ning to so expand their product said Smith adds "a hint of celebrity 

mix . Richard Barrie Fragrances' and mischieP' to the scent . Klam- 

Melrose Place cologne, for ka nointed out that only a few 

example, will be sold in Sam years ago, Smith successfully sold 

Goody/Musicland stores this fall, Guess? jeans to the fragrance's 

;. (Brandweek, Sept . 4) 

youthful target audience. ∎ 

~ Y 7 t 

Infantile Happiness 


. 

By Terry Lefton 

show in Dallas in November and 

includes a talking tray that encour- 

I Up-and-coming toymaker 

Happiness Express will 

make its first foray into the 

ages children to eat and then congratulates 

them when they finish . 

The tray is available with licensed 

parent-driven infan4'pre-school characters Mickey Mouse and 

market with the launch of a sub- Dudley the Dragon . Also in the line 

brand of toys and 

is a toothbrush that 

accesories, Happi- 

fills with water to 

ness ness Baby Club avoid messy meet- 

Happiness Baby 

ing between kids 

Club will get an initial 

$I million TV 

and faucets . 

campaign for the 

"There's very iittle innovation in 

lead SKU, the talking 

ing _ Happiness 

Upstart stirs up market . juvenile accessories, 

so we think 

' Baby Peekaboo Doll . Ads from we can do well with a combina- 

agency Swift Communications tion of patented products and 

will break during network daytime the appropriate licenses,' said 

~i programming in mid-October . Jonathan Breiter, president of 

The line will debut at the JPMA the division. ∎ 

I

~~~ ~ . . . 

. ~ J• c ]I _~, 

`_ ,} ~W .T~ . 

:_~_ .~ 

i .~ F l 3_! 

Recently, coffee companies woke up 

to a startling revelation . A type of 

packaging they hadn't considered 

before, from a company they hadn't 

considered before, could actually 

cut their production time in half. 

Previously, coffee packed in 

metal cans had to brvacuum 

packed, a slow process using dated 

technology . Without iq the coffee 

could lose freshness, aroma and 

flavor . And who wants to wake up 

to that? 

In response to this prublem, 

Sonoco, the world's leading 

composite canister company, 

employed more advanced food 


,-. .- 

packaging techniques to develop a 90-plus years of experience backing 

variety of coffee containers with everyjob . If you need a package that 

new, consumer-fricndl,v opening saves you money, we've got it . If it 

features . The Sonoco packaging hasn't been invented, we ll incent it . If 

systems eliminate the need for you need it here or the other 

vacuum packing, effectively side of the world, we'll accomdoubling 

production _ plish it . 

efficiencies. - _ We make the complicated 

But enoug,h about simplc . And the costly, less so . 

coffee . What does this mean Because we believe a trulv 

if you pack chips, nuts, functional package shouldn'tjust 

powdered beverages or what- serve as a marketing toul . It should 

have-you? Oh, just that you'll save serve a number of masters throughout 

time . Money . Work. Start-up your company. Especially the ones with 

delays . Production hassles . And the calvulators . 

worry over who can step up to the 

plate and get it done . 

The fact is, only Sonuco 

gives you the resources of a $2 

billion nackaeine comuanv with SONOCO 

coHAA .EA .aaoucK omsGN 

1-800-5-SONOCO 

One North Seeond Struer • L3artsrille . S.C. 29551 • Ph 80R57(i-fi620 • Fs 80:3-383-3481 

IT'S AMAZING HOW MANY 810 IDEAS YOU CAN FlT INTO OUR PACKAGE .

Page 18 BRANDWEEK September 11, 1995 

~ 

Cadbury Plans Spot-less New Look, 

New Campaign to Rejuvenate 7Up 

By Karen Benezra 

Cadbury Beverages is 

sending longtime 7Up 

mascot "Spot" out to pasture 

under a 1996 image overhaul 

that will bring new packag- 

ing, a more youth-skewing 

position and a heavy national TV 

presence to combat citrus rivals 

Sprite and Mountain Dew . 

7Up, which Cadbury 

picked uo with Dr Pepper in 

a $1 .7 billion purchase last 

March, has seen growth stall 

in recent years, its market 

share flat at 2 .8% through 

mid-June in seven major 

retail channels, according to 

Beverage Digest . But Sprite, 

rising to a 3 .4% share, has 

gained consistently via an 

edgy, irreverent personality and a 

stronger link with the NBA, per 

parent Coke's deep pockets . 

Pepsi's Mountain Dew brand 

gained half a point to 5 .5% in the 

same period . 

While Sprite and Mountain 

Dew have both targeted teens 

and GenXers-Dew just signed 

tennis hotshot Andre Agassi as 

endorser last week-7Up has 

stuck with programs that appeal 

to kids and families, like this year's 

Miyhty Morphin Power Rangers 

promotion . 7Up consumption is 

highest among the 35-plus audience, 

according to Coke research, 

while Sprite is tops in & 18 . 

Cadbury svp-marketing Kim 

Feil is set to unveil a new 7Up 

package wi th more "modern and 

Spot bites the dust in new 7Up tack . 

refreshing" graphics to bottlers 

meeting in Hawaii next week . 

New ads, sans the animated Spot 

character, will rely on lifestyle 

imagery that speaks directly to 

consumers, said execs familiar 

with the plans . Bottlers have long 

considered Spot an overused, 

ineffective nitchman . 

time, CBNA chief operating officer 

Todd Stitzer said 7L'p would see 

its "largest national media plan 

since 1989 ." Media spending on 

core 7Up hit nearl-v $25 million 

that year, but fell consistently 

thereafter to .519 .7 million in 1994, 

per Competitive Media Reporting . 

Cadbury has been talking with 

bottlers about shifting media dollars 

into TV from radio . "The 

big issue is giving Cadbury 

more control on spending 

than botflers," said a source 

close to the company Marketing 

execs are also developing 

promos thatwill bundle lUp 

with Canada Drv, Schweppes, 

A&W and Sunkist brands . 

"It's time for them to think 

like a bottler on managing different 

packages and prod- 

ucts," said a bottler, who hopes 

'Up will act more like a "leader" 

in marketing efforts . 

Dr Pepper bottlers, coming off 

record gains and a 4 .7% share for 

the first half of 1995, will also get 

an advertising preview in Hawaii 

next week. Participants consider 

the gig a last hurrah, as Cadbury 

Young & Rubicam, N.Y., won I is expected to phase out elaborate 

the 7Up account in July . At the gatherings incomingyears. ∎ 

Leaf Goes Hollywood for Peg Candy 

By Pam Weisz I well-known Leaf brands . The 

L eaf introduces a new 

brand of pegboard candies 

this month, hoping to 

make a splash in a segment 

largely devoid of strong brand 

names . 

The Hollvwood 

line consists 

of three pegboard 

standards, 

Starlight Mints, 

chocolate-covered 

peanuts and 

chocolate-covered 

raisins, as 

welt as two mLxes 

consisting of 

non-chocolate Backstage Party 

Mix contains Chuckles, Good & 

Plenty, Good & Fruity and 

Switzer licorice . The Movie 

Munchies Mix contains Milk 

Duds, Whoppers and Heath Sen- 

sations . 

The line will 

not be advertised 

initially but will 

be promoted 

with coupons to 

spur trial . 

With Brach's 

the only national 

brand in the $425 

million pegboard 

First major threat to Brach's . segment, Leaf 


has a good opportunity to gain 

incremental sales with popular 

items and mixes under one 

umbrella brand . The Hollywood 

name was chosen because "it 

projects fun, excitement, success," 

said brand manager Terry 

Fenwick. 

Brach's, long dominant in the 

category versus smaller regional 

players, has been trying to 

strengthen its oosition in pegboard 

recently. It put its products 

in new packaging and created 

sub-brands for the various items 

in its line, such as Milk Maid 

caramels and Double Dippers 

chocolate-covered peanuts 

_ (8randmeeA, Dec. 12, 1994) . ∎ 

BRANDWEEK 

EdHONnLhief Crzlg Reiss 

EditorlalOlrector 

JoSn McManus 

Feeturca Editer Tany Lefion 

News Editor Matnen Grimm 

Managing Editor Chuck Stogel 

Senior Writera Karen Benee-a 

Geny Khermcuch, TL. canley (L A.), 

5aine ul 

StaH Wrficm Steve Gelsl, Hi lary Rosner, 

Pam Weisz 

Chicago Bureau Chief 6etsy Spethmann 

Design Olreclor Blake Tayla 

Art Dlrector CMStina Goodsir 

ADWEEK Magalnes 

Research Editor Sco;ty Dupree 

Research Reporers LyntlaASkey, Sam Bradley, 

Jlm English, Mark G ;mein 

Photo Edltor Gsa BenU.egnz, 

Assistznt Photo Editor Franane Romeo 

Directoriee/Dlr, of Operations Mitch Tebo 

CirCU/atlon Manager Gvls \Res>el 

Braneweek Online Customw/Suppon Mgr . 

Doug Ferguson 

Publisher Mornc,ue da Main 

Ada DireGtcr'NdghtFergusan .Jn 

Adv . Sales Linda D'Adanro, Donna Frieeman, 

Fotin Haas, L2 Meyerson SiNersteiq Jef4ey S . 

Nlhltmore : Elair HechL SouOwest Steve crane, 

Gvfs Moore, Mk]vrest, A--ni Brcphy, 

Nanry GerloP, West; Ron Ko'grat, New England, 

Claseiffed Publisher Harold Itzkow;tz 

Setes Menagora Ju6e Axous . 

Wendy Brandariz, Karen Shakey, 

JalaLtian Neschis 

Sales Assts Rober; Cohen, MicCe'a Golden 

Salea intern Stacf osbaun 

Marketing SeMCes Dlretor 

Mary Beth Pertirone 

Special Projects Manager 

M . Susan comolly 

An oo-ector 

Fatherine Machado 

Marketing Servkea Associate 

Wnitr•ey Renwich 

Oir, of Manufaetudng Operations Jim Contesss 

Productian Dir-Louis Seeger 

Pre-Prees Production Mgr Adelina Cippolettl 

Production Mgr. Kristna Santafaufa 

Production Asst'clise Echevardeta 

EditodalTrafFlc Mgc Ed Reynckis 

Scanner Operator pock Cope 

DePUty EdBor/Buslnese Affairs 

Joiu, J .O'Cannor 

Vlca Presldent'Executtve Etlitar 

A.-Idre.tiJaff9 

Vice Preslden0'Creative Director 

W'aly Lavrtenrs 

Vlce Preslden0'Marketing 

Kenneth Mar'ds 

Executive Yc® Presldcnt/Etlltor-IrtLhief 

Craig Rslss 

Executive Vlce Preeldent/Group Publisher 

Man

C, 

Everywhere 

you look this fall 

NBC is there 

2 

cre¢ting groundbreaking marketing and promotional campaigns that build your business 

COLGATE•PALMOLIVECOMPANY 

I a ity, 

WVUS 

BLe, ' V~pE4 

N infendO 

forging new partnerships and alliances that lead NBC and you into the future 

NBC has been the industry leader in innovative.. integrated Fall launch marketing campaigns since 1989, 

creatin¢ groundbreaking promotions for partners including Sears, Kellogg's and McDonald's . 

This year, we've taken our new season marketing eHorts even further, with powerful campaigns designed 

to build sales and awareness for our partners, while increasing exposure to our new shows . 


:vj N B C 

N 

0 

A 

ro 

N 

V 

Ln 

~ 

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a

Page20 BRANDWEEK September 11, 1995 

I nn~.~A)) ~~u^ 

I ~∎ 7Y 

AmEx Mini Deals' 1Vlega Impact 

My local supermarket is likely, sometime in the coming 

months, to accept my American Express card for payment 

. While media, entertainment and communica- 

tions empire courtships play out in multi-billion dollar 

combinations, American Express' recent deal to gain 

card acceptance in supermarkets, notably in Shop Rite 

and Uon's stores, wouldn't register a blip on the Summer 

of'95 Richter scale of business seismology . 

Which is probably fine by American Express chairman 

Harvey Golub . As mega-media mergers remap the 

economic scale and landscape of entertainment and 

information content delivery, Golub's architecture to re- 

invent the American Express brand can be laid out and 

executed like a sun spot behind a total solar eclipse . 

Which is the fun of reporting on news developments 

among power brands, which are power brands not in a 

fixed moment of time, but in fluid time : time whose 

contours and dimensions consumers perpetually shape 

No AmEx move reflects d aW like 

sUpentl3r1 LCt wwpt&ve, for none 

so closely mirrors customer's lives . 

and reshape. Power brands are few because they have a 

history of market dominance, a present of demonstrable 

profitability, a future of potency among consumers 

competitors can only crave, and the ability to change . 

Swiftly and decisively expanded supermarket accen- 

tance of American Express cards reflects fundamental 

change, not only at American Express, which has, at 

least since June 1993, been public with its intent to grow 

on the acceptance front and has already initiated vaunt- 

ed moves that expand the features of card membership 

to revohing credit . 

Still . none of the moves Golub and American Express 

card division president and ceo Ken Chenault have 

made up to now quite reflect the magnitude of change 

that supermarket acceptance does, for none so radical- 

ly mirror the way American Express cardholders are 

expressing themselves in financial terms . 

The debate will now begin : Is American Express 

mortgaging the unique profitability-generating equity it 

has built in its brand by foraying into the "Everywhere 

You Want To Be" turf staked out by Visa and the'Smart 

Vioney" positioning seized on by MasterCard? Is the 

move into supermarket acceptance a move "down-mar- 

ket," into the mainstream, away from the painstakingly 


i crafted aura of specialness that has always shone 

i around the American Express brand? 

And while that debate goes on among marketing and 

positioning consultants and commentators, American 

Express is poised to go about the business of becoming 

the consumer payment mechanism that generates Disney-like 

profitability for those who team up with and get 

behind the magic of its blue box logo . 

This is precisely where the American Express deals 

for supermarket acceptance, as minor as they may seem 

to b e, share a kinsh ip with the mega-media mergers that 

have so thoroughly captured the imagination of the 

American business press . It's the kinship that retail channels 

share with media channels : They're converging and 

colliding based on their ability to deliver consumables 

j to consumers . American Express'vision is to implant its 

brand growth strategy, indispensibly, in every channel 

I that delivers consumables, whether it's a store or a TV 

station or a cable network or an on-line ser- i 

vice or a telephone line or a mailbox . 

To its retail business partners, including 

supermarkets, American Express has up to . 

now established a persuasive sell-in proposi- i 

tion . Cardmember per transaction purchases , 

are more profitable to retailers than other pay- 

ment mechanisms even though American Express fees 

to retailers are higher than competitors' . 

What American Express adds to its mix for leverage ' 

now, which is every bit as valuable if not more so, than 

the historical average profit margin per transaction on 

American Express purchases, is the power of names. , 

While Philip Morris and R .fR Nabisco reigned as the 

data capture kings of the first part of the decade, each 

with a 35-million-or-more list of names, chock full of 

interest, lifestyle and demographic information, the intel- 

ligence contained in those databases has been off-limits 

to all but the tobacco units of those companies. I 

What American Express is doing is leveraging its own 

massive database, along with the blue box equity, to 

offer retailers ways to co-market to particular customers 

whose up-to-the-minute purchase profiles could translate 

into CPM efficiency with inyour-face 

effectiveness . Philip 

Morris and RJR? So far, they're on 

the sidelines, although their power 

brand stature hasn't come from 

remaining there But, even if it's 

going to the grocery store, I won't 

leave home without my AmEx . ∎ 

I

September, 11, 1995 BpANDWEEK Page 21 

90~~~ 

Brands, and Licenses of Longevity 

You've spent millions, probably billions, establishing 

and building a brand . You decide to license the brand . 

Logically, you should search for a licensee which will 

share your goals . and your long-term view of your 

brand . 

Logically. 

Brand marketers involved in licensing their 

intellectual property rights all too often walk the walk 

and talk the talk of long-term brand presence, but in 

an essential oart of the business deal, aren't much 

different from the "God bless you, send the check" 

diamond pinkie ring, cash-is-king licensing smoothies . 

. Here's the illogic : You ask your licensee (licensing 

partner is the recent buzz phrase) to adopt your credo 

that the brand's been here for (at least) 50 years and 

you want them to help you keep it going for (at least) 

00 years more . But, when it comes to negotiating the 

length of the license agreement, the overwhelming 

WES'ftI1t .St@v@I1S, 1wd I IC@tiSCC 

for PWS hORle tP.7C'bl @8 C0lk Cb011, 

markets ffIUU$8t1& of NO Sift . 

no automatic rtght of renewal . 

So the licensee has to walk a tightrope 

. Do you approach the business like a long-term one, with 

investment spending including new tooling, gorgeous 

packaging and point of purchase? Or . do you sell the 

hell out of the licensed product with the hope that the I 

licensor will so love the royalties that you will get , 

another two-year shot at further amortizing your costs . i 

From the licensor's point of view, an argument can i 

be made for the two-year approach . "It's my brand," a 

brand manager I've made uo says . "As long as the 

licensee keeps performing, I'll be happy to renew him ' 

indefinitely. But . keeping him on a short leash assures ~ 

me that I'll get the product innovation and advertising : 

spending that I want ." Artd_ adds the cynical licensee, ~ 

the Oexibilitti~ to raise royalty rates, demand increased ; 

staffing or, if the brand manager wakes up cranky, to I 

dump the licensee and go with someone else . I 

Licensing parner, indeed! . _ i 

Seth M. Siegeb a frequent contributor, is cochairman o( The ~ 

Beanstal2 Group . a Nem York licensing agenc~arid consulling ~ 

(bnt, with dienU induding Apple Compute . CocaCola and ~ 

HaiewDauiason . 


Sometimes, of course, the system works exactly as 

it should . Ralph Lauren's exceptional licensing 

program has several such examples . WestPoint 

Stevens, the lead licensee for the remarkable $500 

million (retail) Polo home textiles collection, markets 

thousands of Polo SKU's . The textile giant, now in its 

10th year as a Lauren licensee, has won several 

renewals and expects to be the licensee for as long as 

people sleep on mattresses and dry themselves after a 

shower. It's a true strategic partnership . The sheer size 

of the program keeps both sides from upsetting the 

delicate balance . 

But, size alone doesn't ensure permanence . Kraft's 

Post Cereal division nearly lost its Flintstones Fruity and 

Cocoa Pebbles license from Hanna-Barbera in the late 

1980's after 25 years as a licensee . The license was 

saved from going to a rival cereal company at the last 

minute in a major restructuring of the terms of the 

license agreement . Post's management was 

so shocked by how close it came to losing 

what it had come to think of as its own 

property that it paid a substantial premium 

to obtain unusually long initial and renewal 

terms . In turn, Hanna-Barbera gave up the 

right to pull or renegotiate the license again 

majority of licensors opt for a two-year initial term with ~ until well into the 21st century . Like it or not, the two 

are wed to each other as licensing partners . Post will 

conlinue to spend tons to keep the brand and the 

Flintstones cool and contemporary . 

The Methuselah of all license agreements is for a 

brand which most everyone is surprised to learn is a 

license : Listerine . Dr. Joseph Lister, a British physician 

in the 1860's, discovered that the use of sterilized 

surgical tools helped cut down on infection, and 

survival rates increased with the use of antiseptic . 

On April 20, 1881, a Dr . J .J . Lawrence of St . Louis 

licensed to Jordan Lambert (ultimately Warner 

Lambert) the formula and Ihe brand Listerine . To this 

day, 1M1arner Lambert pays royalties on this license to 

heirs of J .J . Lawrence . Because Warner Lambert has 

what amounts to a license in perpetuity, Listerine will 

always be treated by the licensee 

as the classic brand that il is . 

But, how likely is it that any 

brand marketer today would 

grant a license of such duration, 

even if assured of a aualitv 

product run of nearly 115 

- royalty-payingyears' M 

29482758bB

I 

Page 22 eR6NDWEEK September 11-, 1995 

"They're doing things out there that they've really got to get out to the public .°-kiwlesaier Guy Battaglia on Castle Springs 

J. Paul Sticht, 

king of Castle 

Springs, has 

made sampling 

the core of trade 

. and consumer 

promo strategy . 

Program : 

Castle Springs bottled 

water 

Marketer : 

Castle in the Clouds, 

iNoultonborough, N.H. 

Agency : 

In-house 

Key player: 

J. Paul Sticht, founder 


lines, even at the age of 77 . 

Sticht toured New Hampshire's 

"Castle in the Clouds" 

in 1990, intrigued by the rundown 

resort and its pure 

mountain spring . He assembled 

an investment group 

and started bottling the water 

under the Castle Springs 

brand in 1992 . 

With distribution kicking in 

up and down the East Coast 

and, now, in parts of the Midwest, 

the group is projecting 

that volume will exceed 1 .5 

million cases this year . 

The firm has employed 

some small-scale sponsorships 

: a Fina petroleum race 

car on the Nascar racing cir~ 

cult and, nailed down last 

week, a role as the official 

bottled water for the Pope's 

visit to New York City next 

month . 

But the core of Sticht's plan 

is to show the water's purity 

through sampling ; but not 

just any kind of sampling . 

Castle Springs quenches the 

100,000 tourists who visit the 

resort each year . 

Most of the company's small 

promo budget has been to 

build Castle in the Clouds as a 

tourist destination, attracting 

bus tours and a steady banquet 

business for the castle . 

Visitors are bombarded with 

opportunities to try, and to 

buy, the water ; to hike to the 

spring's source ; and to tour 

the bottling facility . 

To protect the purity of the 

water, Sticht's group has gone 

so far as to ban gas-powered lawmmowers . 

The Castle Springs bottle bears a delicate rendering 

of the castle, which is also the core trade sales 

Sticht's Moat Operandi strategy . 

. Sticht brags that, so far, no wholesaler who's been 

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4 

Page 24 Br1ANBWEEK September 11, 1995 

"The strategy was to corttemporize the logo, but not lose the equity of an Ametican fcon,"-LeonaM Roberts, Radio Shack 

Program: 

Radio Shack Reimtaging 

Marketer : 

Radio Shack, die of Tandy 

Corp, Ft. Worth, Texas 

Agency: 

Landor .4ssaciates.San 

Francisco (redesrgn); 

Lord, Denisu & Partners, 

New York (aduerhsing) 

Hey piayers : 

Radio Shack: Leonard 

Roberts, pres; Dave Christophero 

eup mktgg Landor: 

Kay S[out, rngng ivr: Bob 

Prrhg(e erec asr;lerf Pasco, 

srdesrgndr 

(CoraLinued frons page ?2) 


Stichl expects consumer awareness will rise as 

drinkers start to differentiate between "spring waters" 

that come out of a drilled hole or a tap from those 

that rise to the surface from a protected source . 

.4lready, Pennsylvania and Yorth Carolina have 

tightened their labeling regulations, and Sticht is 

hopeful the industry soon will voluntarily adopt a 

more strineent code in order to head off the onerous 

prospect of having to deal with a patchwork of state 

regulations . At that point, when some-consumers 

start to learn that their preferred "spring" water really 

is co-packed far from the nominal source, Sticht 

believes the time may be right to hit hard with a 

major ad campaign 

. - Already, some wholesalers are restless for more 

overt support. Guy Battaglia, vice president at New 

Jersey wholesaler High Grade Beverage, who has 

done well with the line since 1994, was suitably 

impressed during his first visit to the Castle last 

month . 

"They re doing things out there that they've really got 

to get out to the public," Battaglia said . "There's a 

nice story to tell, and when people find out, that'll 

make the water seem even more pure." 

-Cerry Khermovch 

~ 

Repainting the Shack 

F or a major national brand, a logo change 

can be a very touchy enterprise . So when 

Radio Shack decided to take the plunge as 

part of its quest to become consumer electronics' 

retail giant of the ? 1 st century, just how far to 

go was a maior concern 

.- "The overall strategy is to contemporize the logo, but 

not lose the equity of an American icon," said 

Leonard Roberts, Radio Shack's president . "We conducted 

mucho research, and consumers said the f'inal 

design looks much more contemporary, but they 

couldn't tell where we made the changes ." 

However subtle, change has been the watchword 

of Roberts' reign . The 6,G00-store chain has been 

repositioning itself as a"retail service concept," instituting 

programs like the Repair Shop, Gift Express 

and Radio Shack Unlimited . With such service subbrands, 

the image update and a new co-branding initiative 

. Roberts predicts 4-6% growth in both core 

business and new services over the next five years, 

bumping sales 8-12% overall . 

The new logo and store signage will begin popping 

up in stores this fall, and is expected to take several 

years to complete . 

New look is umbrella over an entire Shack overhauL 

Designed by Landor Associates, the San Franciscobased 

image consultancy, the new look features 

"RadioShack" as one word in simple letters, with a 

red circle containing a capital "R," slightly to the left of 

center . 

"It's not getting really gimmicky because the products 

they sell are very simple and straightforward," 

said Kay Stout, managing director at Landor . 

The name became one word because, Stout 

explained, "They don't sell just radios and it's not a 

shack. The separation of the two words suggested the 

English words . [The new logo ] allowed the name to 

function as its own word ." 

A latest wave of product upgrades at the chain 

includes alliances with companies like IBM, GTE and 

ADT Security Systems ; offers of in- and out-of-warranty 

service as well as sales of IBM products ; crossmarket 

cellular phone activation through GTE ; and an 

installation sign-up center for ADT . 

And this is only the beginning, Roberts said . 

"You're going to see more strategic alliances, per- 

1994 ~... 

haps co-branding," he said . "You might see 

unprecedented co-branding alliances . 

' RadioShack by XYZ .' " 

Also included in the in-store image overhaul 

.s:,-a 

. -" -1994Stin- '_- . 1894Ne. is repackaging of Radio Shack's private label 

Rank .&md-- Fgons --94v.93 .~. .MStaes products . Formerly housed in a hodgepodge of 

1 Ckcuit City $4,378 35.1 352 packaging with no unifying standard, the 

2 6esf Buy $4,317 70.0 151 store's brand will now come in packages 

3 Badin Shack $2,853 4.6 6,555 which are uniform, colorcoded and easy to 

4 Sears 52,850 IA 802 

differentiate . Radio Shack's new look is expect- 

5 Wat .Mart i2,574 7.8 2 .025 

ed to reach shelf-level next year . 

Source. Twice 

(Continued ar page ;35)

Advertising Supplement to Brandweek in conjunction with 

PoP,qI 

Retail The Last Mass Medium 

Th e consolirlation o/-retailers into rnass rnerchants, along u.'ith 

the grouting threat bY at-honze shopping to elirninate even more 

storefr-onts would seem to portend a cloudl• fcrtru•e for the 

S1 7' billion point-of-pefrchase adnertising industry. 

Ìt's certainly more than just cardboard these clays . 

especially in our case," said George Harrison, mar- 

keting vp at Nintendo of America . which has tripled 

its POP budget in the past four years as mass mer= chants became a more important sales channel 

`V'e're not an impulse buy like snack food . Hands- __ 

on trial is very critical," Harrison said . As a result, _ 

Nintendo spends more than S70 million annually on interactive displays that allow consumers to sample 

new hardware and software in stores, along with dis- 

plays which incorporate laser dise players to show 

the latest games . 

The dayss of temporary displays are end'utg . Newly 

empowered retailers are insisting on store fixtures 

that help them get maximum use out of every square 

foott of space . "Brand marketers are responding with 

expensive displays that gain them valuable retail_ 

floor space . Brands are increasingly tnzttg to own 

particular chunks of real estate by having permanent 

store fixtures,n said Lois Marks, evp and director of 

client services at Beaumont-Bennett, the sales pro- 

motion subsidiary of Grey Advertising . "If you can 

do that, you've got the opportunity to be there wi_th_ _ 

POP when you have a promotion ." 


"Being a food manufac- 

turer, we used to be 

heavily into temporary 

corrugated displays, 

almost to the exclusion 

of anything else," said . 

Nancy Bruner, a POP 

purchasing manager at 

Kraft Foods, whose 

. 

company recently began supplying Kraft-branded 

dairy coolers to the aade . "Retail is now definitely 

looked as a much more important part of our media 

mix and our brands are willing to spend more dol- 

lars and do something more perntanent because it 

has really worked ." 

The vend toward more permanent POP must be preceded 

by a change in ntindset. 

"As a marketer, you have to be willing to pony up 

more money and tolerate a longer-term pay out," 

cautioned Cliff Medne; director of consumer promo- 

tions at Nabisco Foods . 'It's not a two-week in and 

out any more ." 

If fixtures at retail are changing, so is the retail emri- 

rotttnent itself. Given dte omnibus nature of mass- 

merchandisers, there's less saless help qualilied to 

pitch goods requiring a more complex "sell ." That 

means more opportunity for impactful POP . 

"It allows a manufacturer to tell the story the way he 

wants to," said John Donovan, manager of marketing 

services at New Balanee Atlileuc Shoes . "Mound . 

60% of people who walk througit retail doors are not 

predisposed as to what to buy and to me that means 

opponunity. Today's consumer is very information- 

hungry, so our POP is very information-oriented and 

gives the salesperson who may not know our story 

something to lean on when explaining our position- 

ing of perfotmance, fit and 'Made In The USA .' 

"As tbe mass merchants became more important for 

our business, we knew there weren't store clerks that 

were available and educated'ut (continued on page 4)


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oA earu m- s yn :drnrt 'lL tutiil tt Ls P-0 Ppmfess"ionals in aIl faceis of P-0 P development -' 

.~ ~ 

. . la rt ~ f iur• i~ui êhrnnlv ~ and 1llE~raf :uld Ilnple[nent9tion . 

t .rKrrin4 plan . Inoreasmg sales is the point of 

~istu.i] :v Pvirc,ad,,,rtvmg campaign regar d 'To 

nurture this growth, The Point-of-Purchase . .. . 

less of the media in which it is eaecuted _ Advertising Institute (POP.•11) is decelopumg new pro- 

to reach an ever-shifting and sometinres grams and .enhanamg easting programs addressing the . 

elusive audience. areas of trade practice standards, legislative initiatives, 

education and certification of P-0-P professionals, 

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ered through various media to reach the community and producing the in-store advertising 

nd m mak , rhk _,onumer, Ilriweverl~ _„indusuy's 7argest sirrgle event POPAPs Marketplace 

e#i I, n : , nne( nrrR orke `95 taking piace October 24 and 25 m 1Vea• York Cit}c 

~ ., .~.__ . - - 

mass mer-_- _ 

Inr t re . ~= u t n~ ~ :, tu and~werp 

frri' rkr-.in ml ftd .~t1] r 1 

ii -iwi tr ; ' r .arv 1 rvirJ .ui d 3 r o iL_ 

of the Point of Purohese . . . 

ing Institute (POPAI), an international trade 

s onc "~rli mrdi ~ n,~ - n~~ rrr s- nuan servngmorethan 1000 

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.

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OCTOBER 2445,1993 v JACOB K . JAVtTS CENTER • NEW YORK, NY 

ONLY ONEP -O- P 

SHOW SERVES AS 

THE SHOPPING 

CENTER FOR THE 

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POPAI'S MARKETPLACE '95 • THE WORLD'S LARGEST P-O-P EVENT! 

When its time io- brand markters and 

retaiLers to leave their stores and go s',opping 

for poino-of-pu :ci,ase advertis ;ng . 

d,ere's one tradeshoW that serrtS more 

tian amother - POP.kIs \IarktpLace 95 . 

Nl-mhers speak òr tl_,emsrlt'e

Swette Talk 

After a little more than a year in his current job as same time reinforce the messages we are driving in the 

Pepsi's top beverage marketer, Brian Swette, execu- marketplace . 

tice vice president, marketing says he's winning the 

war against Coke . 

-plays as not only a great promotional vehicle, but now it's around 66% promotional . We'd like to get it 

increasinglyasacrucialproponentofbrandeqruiiyand to fiftv/fifty . 

thus a critical part of the marlceting/ media nuh . 

Bfi! How m u :h of yrour POP is promotion-baaedo 

Becerage-indusvy e.rperts wiU tell you that's all a mat- Swette : We have an active project to move POP from a 

ter of interpretation. But in the war it wages forgreater temporary promotion orientation to a more balanced 

acceptance among marketers, the POP iutdustry is approach between permanent and thematic . 

happy to have an ally lilre Swette, who sees store dis- -- Historically, it was probably 90% promotional . Hight 

-~ u,ette, who 7uPl1 moiiue 

. 

the 

. 

Point nf 

. . Pur-ha s~° BA! . . . I don't 

: . - 

need 

.~ 

to tell 

. . 

yrou 

._. _ . . that . . . 

the 

_- 

POP 

. . 

industry 

. 

--- 

- 

has 

.__ . . 

4di k ;iizg lrstitute'r 1995 Chief aun.~ on bncmlf of been producuig moorpermarcenl fraturing, for retailers . 

1q>>r tctt,•r di s iz ar, rzcentlv talked about lusll il ,~- Of course, that's someth ng that beuerape marketers 

~TjFn~ orz POP zn / 7dr r1< r rranr the zenemt , s, °ai : rae ~ c have been cfo ng for a lorzg~time 13~7~at more can u do 

0 

< n'o rc~va rlur~,lu r! ~~ ~' nlrrei t ~ u~l ~rrrer~ u'lIh asfar as permanent retail fistures? - ~ . 

. ~ ., . , . . .. . arette! R7,ai r c want tR do is drive mcremental sales . 

for the retaiicr. 1Ve are 6nding more ways to create 

•- opportunities in the perimeter of the 

- 

Brr ndu e l, I hr ',ererage indzxstrx hr4r „lu rzrs used 

~ . :._ 

a store We are tryng to create more converuent impulse 

. 

. :-~-, . . -- -, . . . but 1'epsi see :•• hare-rteryed access pomts 

._ - - - 

' - -. _ 

. And we 

. 

also 

. 

want to make our'CV 

. _ 

spots 

ih«t up rec aaKir. Ean yrou explain how PePsla Pl L, n- _ work harder by inteem•ating them with impaotful POP . 

Phr r~a P(P'i,,.r evohred as the mdustr} hu-, cl,ru:,~rl m 

. . How does the Cube (a 24-can case sta^ked 12un , 

. . 

~thecs, it's a more fundameui .il wdr- duii UlF 

. - - _ ._ _ . _ 

n_, I. nn„ ini 

a. We waye al say -ere th are thr ee h~ mgs S wette: I Ioo 

k at that as bemg POP. What tb - at hss done 

. . . _ :'-- . . . . . 

. : ._ .~ 

~` Ir ,k ai -' llin' our products . It's a mfical pari oI tre 12) fit into that strategy? 

.r.__ . : _z .. . . .. , . . ..:_„_~ 

ihai 1rnc ,u• business: product, package and mer- -is make the merchandisictS of our product so much bet- 

- 

:uidi5u , . «, inke 

_ 

it ; .nporrant , winch is differeniet . ter ,e c, because we more are able brandin 

. >--- --- = ------ ._ to g in gthe 

same 

bpuce anu wim a unmea gt•apme toox . u you go aown a 

- fT} : 64tro~ . fJr cnnepef r a¢C~rrF f ~ orrr 

u t~ut are tro2r exprcb~fions r5lPOY . t .~ t reaLL~ steer ._ 

beverage aisle and you see a Cube display versus a Coca- 

Cch display, there is no question which one is more 

.-- ----`-_- .- ---._ 

bn4t and consvstent with the retailer's environment- - 

stonura jrmn_ ortc brenrl to ran.othrr or ic it iust_~bnzrtd --- ~ ~ ~ ~ ~ ~-~ ~~ ~ ~ 

r~inJureemea!% B 1' 6l7uzt_if any, of the next-generation POP, like 

~~ ~n enc : 1t bni - rome ec-i i emeni to the eture . Every 

-- 

. nwtzon deteeton and talkarg chip teehnolo Y, Itaveyou ~ 

.~; .piw-.e oY retail real estate tndav needs to get a great_.,_ ..,incestigatedP-- 

-rrturn- au1 pno: rrluI merck~r.nli, mg can inerease - Swette : We have some eacitu~g thin9ns I can t talk about 

.,. _ .-. . . . .,.~ . . ._..-,- . . .m_ .. _ .~..:-_ -_' -°° .: . ; 

.x•etmn on that real estate for the retailer. So it can be yet . But you will fmd us driving our packaging in a more o 

a competitive weapon for us, but the way we look at innovative way, like the Cube . And we will find ways to ~ 

it is to make it work harder for retailers and at the merchandise an entire beverage portfolio simultaneous- ~ 


m 

v J

. . .,. - . . - . . . _ .,_ 

h in aNcn• (mrenient h'>gh-impact wa_ y, suppcrring but a lot of what you're - 

Iip-,n Ten, brand Pepsi and across all paelraging . seeing that - market 

n ; tJ r& • the beverage aisle and make it more etr t- shows that people in 

o shop . Right now, you generally find the that category respond 

ir6 .- mone place and the new_age drinks in ~~m nnovati on. 

'1>ri- .m-opporauntvforsomeonetostepup~ ~ ,~ -- -- - - 

r, n rP or_nani>r the entire lvverage portfolio 

m„ ;nnre m :mi~~Iul ;rtin BlY• How ¢re tfttngf 

soutg mtth }rour_rserv- . 

r _ . age combo of 

.__ 

Lipton 

. ._, 

` 

. . . 

. 

614 ~ f('u-sr Ittt ~ r{tc ca

Special Adcertising Section 

1995 Consumer Buying Habits 

S 1, udy Pre V 1ewBeyond the In-Store Decision Rate 

By Lily Irg-G~- POP-ai )fanager of Research 

The distance between point-of-purchase 

and a consumers' shopping basket is not 

always a straight line . 

Consumers not only face a plethora of 

products available on retailers shelves, but 

a vast sea of product information as well . The 

factors that influence their ultimate purchase deci- 

sions are part of a complex and unique process for all 

types of consumers, ranging from "cherry pickers" to 

those who are brand and store loyal . 

The good news is that this all translates into tremen- 

dous opportunity for in-store merchandising, especially 

for those advertisers and retailers who are 

allowed POPAI to capture P-O-P and consumer purchase 

data for 1,400 shoppers who made more than 

6,000 brand purchases nationwide . 

POPAI sought to meet four primary objectives with 

the 1995 study. The specific areas of investigation 

included : 

• The degree to which shoppers decide upon prod- 

uct and brand after entering the store. 

• The link between P-O-P/In-Store marketing 

materials and product sales . 

• Shopper perceptions of in-store merchandising 

and "shopability" 

• Shoppers' awareness of in-store P-O-P materials 

armed with powerful insights on shoppers' buying Tn-Soore ai~ Moro! 

--- - - - - -- 

Ea

BH;r:O"':EEx eniserstty 

Brendweek ivill . bast a Sports and 

Event Marketing Conference, Wes¢71ted 

In cotdunction wigt14Si413,.mt 

Fela~mry 27-28th at the Holiday ktn 

Crowne Plaza in New York Citg 

Senior level cgent side marketers 

in brand mm+kemnii, product and 

advergsumg management kt top 

business categaries-the core of 

grandwedfs cireidatian - xrgl tkpl 

this cmnerence invaluable when 

planning fnure marketing events. 

Topics discussed atconference : 

- Executive Event Saategy & 

Tar9eling genms tiu'e Events 

- 6rass aasts Marketing 

-Mpying Technology wit6 Lifestyle 

Marketing 

- eetaffer as ICng 

- 11.01 - Can You Cet yalue 

From an Esta6fished Property 

- Beymul Media &rys 

- P.R & Crisis Management 

Pregrame 

- Armm Marketing 

SprlslEVen[ Marketing 

lJ Awards tumdteon 

Cost: S895.Q0 

a you wauld like to receive more 

detaft on the Sports & Event 

Markeft Conlerence, please call 

BE Pmeco at M-67g,3887 or faa at 

203-790-0789. 

BRANDWEEK'S 9TH ANNUAL 

orts/Eveilr Marketinq Awards 

_~.:.-M 

again be recagninin _ g the best In Sports and Event Marketing ' 

- by Oct MUer E6,1885 

au E =non .T~. I 

~ YML II .L I 

. 

L'c

~. 

~ - ~~ ~ ~P r21 ~ 11~cna mu Scction 

p uent in ccnuin product categories blost sigvificant, 

however, is that the number of impulse purchases 

have continued tn soar. 

~ 

P.O P Spelis IMPACT I 

. . ,T7te study will also draw some powerful conclusions 

on the effectiveness of point-of-purchase advertis- 

ing both on the category and brand level . The 

impact of display advertising and signage for all 

,-product categories will be expmssed as an index 

known as "Brand Lift" . This number represents 

Vs . 70 percent) .The ` majority of theae shoppers are 

aLso between 35 and 54 however, their household 

me is much lower than supermarket shoppets, 

72 percent of them earn an avemge household 

income of under $35K even though 46 percent ere 

employed outside the home full time . Only 27 percent 

have graduated college and most, 66 percent, 

are married, yet live in households with a greater 

number of people than supermarket shoppers 3 .1 vs . 

2.8 ., half of which are people under the age of 18 . 

the increase in incidence of purchase when P-O-P Theseshoppers travel to their stores less frequently, 

was present-versus when it was not. Significant only 1 .7 trips per week but more than half of these 

brand lift occurred for both numerous product cat- shoppers bring at least one person with them . In 

egories and individual brands . addition, not only do mass merchandiser shoppers 

~ make one fifth the item pumhases of their supermar- 

In supermarkets, categories where displays seemed to ket counterparts but they spend less, only $37 while 

impact in-store 

, 

decisions 

. _ 

signifieantly include cook- 

.: 

staying 

.. 

within 

. . . . 

$2 

- .00 of . . what _. they . . planned to spend . 

ies, soft drinks, beer and cereal to name just a few . 

Some brands, many of which are supported by pow- The Million Dollar Question 

:- ~ rfir' irtc~rated marketing campaigns, enjoyed some So, how often do consumers make a purchase 

-----deei- 

--- 

~f ,1T, most generous levels of brand lift within their ._sion in-store? How often is .s t_ha_tt purchase on 

rr,i rtive_categories . Considerable brand lift for impulse? What kind of "liR" does a point-of-pur- 

- rs~ .~u weu emonstrated particularly among ong such 

_--- 

. __ chase display give a brand? Stay tuned for all these 


PRESENTATION Is EUERYTHING 

Clairol. Inc. wamcd a Honr display made of natural materials that would rellectthe emironmentalNfrieodk 

theme oftheir new Herbal Esssences line of natural hair rare pmduets . Hensclrel-titeinan 

respondcvl with a sturdc corrugated IoNerdis'plati feauuing bright .laminatedIitho grapldis and four 

real xrwdencrates to acconunodate ihe spedlied forlc-eight bottles of product. 7be displac m as so nell 

reeeiced that a higher quantity re-onhr was placed ecen before tlce initial shipment was complete! 

- 

HENSCHEI: STEINAU, INC . 

Point-of Purchase Adrertising 

300 Grand Avenue. EngleNood SJ 0'631 (?01) 96" ?lll() Fax: (LIII ) i6" i8i11 ; Pr)+ 

0

i 

When you want consumers to think cold, think glass . 

When consumers are thirsty, nothing looks so cold and 

refreshing as your product packaged in ice-cold glass . 

That's why when consumers want cold, they think of glass . 

How do we know? We asked . If you'd like a written report 

on our consumer research, just ask and you'll see : glass 

does more than say cold-glass sells it . 

Sponsored by the men and women 

oj the glats container industry . 

jp . To receive a written reoorf detailing the results of focus groups 


on consumer attitudes toward packaging, call 202-736-1640,

. September 11, 1995 BRAHDWEEK Page 25 

t 

"Consumers have beconte so aware of home secuity tlrat we've got a readymade custonten" -R-rchard Tmrwrrs, First Alert I 

(Cantinued frant page wk) 

"Everything we did supported the concept of 

answers . How, visually, can we create answers?" 

Stout said, referring to the chain's "You've got questions 

. We've got answers" ad campaign . 

"How easy is the information access on the package?," 

said Stout . "How clear is the differentiation? 

Packaging will be dear and concise and simple ." 

-Hillary Rosner 

® 

First Alert Big in Aisles 

ost people think they can't solve crime 

on the streets, but can protect themselves 

at home . That's the comerstone M for First Alert's "Home Safe and Sound" 

marketing program for home safety devices like fire 

extinguishers and carbon monoxide detectors . 

The merchandising program places the brand under 

the halo of consumer education, First Alert is setting 

up branded home-safety centers in home improvement 

stores, grouping all its products in a single aisle 

or corner display. Informational materials unify the 

disparate products under a security umbrella . The 

average section is 12 to 20 feet, anchored by First Alert 

fire-related products, a category it owns with a 85% 

share . Self-feeders, shelf-talkers, product samples and 

header cards explain how to use each product . New 

products, like the 10-year smoke detector and carbon 

monoxide detectors, are easily integrated in . 

'Within the last two years, consumers have become 

so aware of safety and security that we've got a readymade 

customer," said Richard Timmons, vp-marketing 

for First Alert . "Our entire merchandising system is 

designed to educate consumers about safety and provide 

them with a solution ." 

Grouping products can drive sales, because once 

they're in the aisle, consumers are more likely to 

make impulse buys, or discover a product they didn't 

know they needed. "In test stores we've seen sales up 

to 200% higher," Timmons said . "We don't expect it 

to stay like that longterm, but we believe sales will 

increase 15-20°io in an ongoing system ." 

The program targets families with kids under 17 and 

is in about 5,000 hardware, home and mass mer- 

In-store destination intended to spur impulse buys . 


chandiser stores . The goal is to blanket the 45,000 

outlets that carry First Alert . 

Also crucial to the company's growth plan is an 

aggressive new-products push . First Alert has added 

staff with packaged goods experience to its marketing 

department. "It's no longer just men in hardware 

stores," he said . "It's 50-50 men and women . We see 

that trend and want marketing programs as good as 

those happening in the packaged goods industry ." 

Product-specific ads, retailer-specific promotions 

and third-party endorsements from groups like the 

National Council of Fire Safety support the line . First 

Alert hooked up with Meredith to produce a 44-page 

Home Safe & Sound Guide distributed on-pack 

through key retailers . The'95 edition will reach 4 million 

consumers with more information and ads than 

the 3 million-circulation'94 edition . 

The extensive Home Safe & Sound campaign tries to 

create a new category in home safety and First Alert 

is betting that now is the time to build it . 

The 23-year old Aurora, III : based company reported 

1994 sales jumped 58% to $248 .4 million, and firstquarter 

'95 sales were up 58% . First Alert credited 

strong sales of residential carbon monoxide detectors . 

-Leslie Ryan 

parres; o? 16% bf IJS. holisebokfrntis aod5e 

.~iy tlie-end of 1997~nwre ttiaii one ut~'"n'e tiaire"s, tirf 

6 202k afbouseholds, wID have stixne electto,onic protedrone _- -- 

'S~flv_m 988 t~ t983, . "^---mnsume4_s spent more than $5 bi7fiat «i - 

_ lwme servnty installztions. _ . _ . 

/ The security industry is expected to grow 15% annually, 

~ 7tte average price of a security system has deczeased by 30% in 

the last five years . 

Source :lVationa(Burglar & Fire Alarm .4csociation 

Building Blocks 

P Kraft Foods formed an ethnic external relations 

department to foster Kraft's ties to ethnic community 

groups . The unit will handle ethnic marketing, 

headed by Lou Nieto, who had been director of ethnic 

marketing and business development . 

~ Baskin Robbins intros Polar Pizza, an ice cream and 

toppings on a brownie or cookie crust . An $8 million 

ad campaign supports the rollout of Bobsled Brownie, 

Alpine Praline, Huskie Heath and custom flavors . 

An October tie-in with the video release of Casper 

dishes up Casper pizzas, cakes and "Casper's Red, 

White and Boo" as the ice cream flavor of the 

month. ∎ 

Prut2am: 

Home Safe & Sound 

Marketer: 

First Alert, Aurora, 111 . 

Aeenctes : 

Marketing Productions 

(prornos); La'slUS4 

(aduem"sing); Wneatley 

Blair (pr), all Chicago 

Key d+Yera: 

FLst Alest: Ricnard 

T6nmons, up-mktg; John 

Lanman, srproduct mgr ; 

MarkeNng Productions : 

Robert Nuzzo, pres; 

Lois/USA: Ernie Brown, 

sup 

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Page 26 DRANDWEEK 

Atlanta's Centennial0lympics 

were to have been as much of a showcase 

for U.S. marketers as for athletes. But a 

reported $100 million sponsorship sales 

shortfall has sports marketers wondering if 

the price was right for the first Olympiad 


with official games shows . 


0nce the outrage of 

Athens abated, one 

could admit a certain 

irony of the centennial 

Olympiad . Things have 

truly come full circle for 

the Olympic Games, not 

in terms of the country 

of their birth, but as a mirror of history . Whatever 

leverage exerted on the bid by the Coca-Cola Co ., the 

Olympics oldest, staunchest sponsor-the Greeks 

charged it bought the games, Coke vehemently denies 

it-the International Olympic Committee awarded the 

100th anniversary of the modem Olympics not to one 

of the world's storied, ancaent cities, but rather a young 

glass-and-steel metropolis : Atlanta, Ga, USA, capital 

of the "New South," Coke Gty . 

The Atlanta Centennial Olympic Games were to 

be as much a celebration of American iconography 

as it was of international sport . Corporate price-of

entry would be $40 million-as much as 1,000% 

inflation over what many paid for a U .S . team sponsorship 

for Barcelona, and that was before they 

leveraged the vaunted rings into further promotlonal 

investments . It wasn't even 

called sponsorship anymore . It 

would be a Partnership . 

The forecast for Atlanta is 

mixed . Some say it has sold too 

many categories cheap-rights 

packages now dip as low as 

$500,000 in some categories, 

according to sports marketing 

sources-that it's underfunded 

and that logistically Atlanta is 

unready for the influx of 2 million people . Others 

say the city is just now awakening to the awesome 

host duties of its impending world party, that the 

Centennial Olympics will be the most magnificent 

spectacle since the Grand Canyon, that blue-chip 


BRANDWEEK 

sponsors remain at the table-Kraft Foods, Merrill 

Lynch . However the games come off, Atlanta has 

become a lightning rod for the concept of the Corporate 

Partner, not just for the Olympics but sports, 

event and lifestyle marketing . 

"Atlantawi0 change the face of 

sports marketing," said Fred Fried, 

evp at Integrated Sports Interna- 

McDonald's ponied up $40 million for 

the rights to serve the Olympic Village. 

tional, the East Rutherford, NJ ., 

agency that does retail consulting 

for ACOG as well as repping such 

Olympic athletes as Dan Jansen . 

"The stakes are so high, they're going spend so much 

money in implementation, that those who succeed are 

going to look to replace the propertywith more. The bigtime 

losers are going to realize it takes a little more than 

slapping a 30-second spot on TV." 

Page 27

Page 28 BBANOWEEK September 11, 1995 

That, after all, is the gist of the new relationship marketing 

mega-deal : not just logos, not just ads, but every- 

Ihing from the media overlay down the foodchain to 

how a logo shows up on a retailer's shelf. When Billy 

Payne, chairman of the Atlanta Committee for the 

Olympic Games (ACOG), first hit the street back in 

1992 with the Centennial Partner program, he and his 

salespeople brought with them the buzzwords "strategic 

investment" The pitch was to take sponsorship to 

the next level : For your $40 million you were buying 

more than rights, more than a 17-day window of massive 

national and global audiences every fourth sum- 

mer ; you were buying a gold-trimmed, mulG-year platform 

for your brand that you, in tum, were as 

responsible for raising amid the consumer public . 

Since, we have seen the likes of NationsBank, 

Sara Lee, The Home Depot, Anheuser-Busch, 

McDonald's and UPS pony up . Elsewhere, we saw 

Coke load up some $535 million into two ad-inclusive 

deals with the National Football League and 

National Basketball Association ; McDonald's piggy- 

backing with some $75 million in media commitments 

to the former, the latter encompassing glob- 

al media buys and indeed inaugurating the NBA's 

franchise is more valuable promotionally," said 

Robert Prazmark, president of 2l st Century Marketing, 

who sells the IOC's global TOP sponsorships . 

"I've heard in the last year things I haven't heard 

since probably'85 and'86 . When we hit that recession, 

everything was, 'How do I sell more more 

product by the end of the quarter?' Nowadays, 

we're hearing, 'Let's build the brand, enhance the 

brand, and that will help us sell more product .' " 

"Longterm partnerships build up a number of different 

sources of equity," said Jim Millman, Atlanta's 

first chief marketing officer and now president of Millsport, 

the sports marketing agency that handles 

Olympics for Visa and Reebok . "You build the base 

of consumer awareness of sponsorship . You don't 

have the learning curve, the sweat-equity, of having 

to create new programming everyyear and you finetune 

your execution every time out ." 

The concept of the mega-package first saw light in 

the early 1980s, as Coke was preparing its 1984 Games 

plan . As it increasingly globalized its sponsorship, the 

company went about inking some 29 individual deals 

with various sports governing bodies . In 1985, Prazmark, 

then with IOC agency ISL Marketing, went out 

The forecast for Atlanta is mixed. Some 

say it it has sold too many categories 

too cheap. Rights now dip as low as 

$500,000 in some categories . 

own "Partner" tier. We have seen IBM buy not only 

an Atlanta Partnership, but a $100 million-plus, 

decade-plus value-in-kind pact to supply and facilitate 

information systems to the IOC well into the 

next century. And when Atlanta passes the torch 

next August . Brandweek has learned, the U .S . 

Olympic Committee will begin its next round of 

sponsor sales with eight-year packages through the 

2004 summer Games . 

"We consider this an investment, not just an 

event," said Jeff Bliss, president and ceo at Sara Lee 

Olympic Partnership, which includes Champion, 

Hanes, L'Eggs, Playtex and Coach . "We separately 

evaluate every brand's participation in Olympic pro- 

grams . During the next 12 months we'll report on 

customer response, retailer response on every single 

brand . And that means, when there's a next 

time out, we91 be more successful because we've 

learned some lessons ." 

Obviously, mega-deals are limited to the marquee 

properties . But the scope of the deals and the 

fact that more companies are willing to commit to 

such scope, reflects a marked shift in the ways marketers 

are thinking about their investments, 

"People are looking to develop long-term relationships 

because they're realizing that building a 


with the first TOP package, or The Olympic Program, 

a single quadrennial purchase of category rights to all 

national Olympic governing bodies . . 

orporate investment in such sponsorships 

has been in direct proportion to 

how many rights and resources the 

property seller has been able to bring 

C to bear. To wit, Coke's relative inactiviry 

with the NFL and NBA just three years ago, 

versus its anticipated promotion or two per year 

with each property today, including media featuring 

the sports' stars, promotional perks such as tickets 

and fellow sponsors' goods and services, tailored 

promotional underlays using local teams' marks 

and cross-merchandising wi th the sports' licensees . 

"Everybody talks about integrated marketing communications, 

but that's the ultimate goal," said Pete de 

Tagyos, AT&T's Olympic and corporate sponsorship 

director. "Sponsorship marketing came into vogue in 

the '80s, but it's become more useful as people find 

new and innovative ways to leverage it into the marketing 

commuications mix . One of the variables that 

seems to increase is idea of participation in involvment 

. Getting the consumer involved in what you're 

(CoreLinaced on page 30) 

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Stiaren 7Pac} . 

Partner, 

KaG!a6nlerprvs Lkl. 

" FONMA.GIC :;" helped make 

my sweepstakes a huge success . 

And uiade believers out of us" 

Mi`lxur'!'rrais 

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(Continued fimn page 38) 

doing . Meeting your customers at their interest level . 

Meeting them at a psychographic common poinL" 

"Sports and events give,vou a window to express a 

point of view out of the normal traffic tlow, but that 

onn, takes you part of the way," said Phil Guarascio, 

vpigm of marketing and advertising at General Motors . 

"We're dealing with a world where media and marketing 

are becoming more pull- than push-oriented, 

meaning there's more and more consumer control . 

Longterm sponsorships are making more sense 

because meaningful interaction with customers has 

to occur over a course of time . You have to look at 

your customer relationship on a continuum, especial- 

ly a company like ours, because the breadth of our 

product line can serve our customers' needs over the 

course of their entire lives ." 


B iilly Payne and Company's Big Idea, 

then, rode with the evolutionary tide 

of sponsorship . The most American 

of Games was to be the most exclusive, 

marketing mega-event of its 

kind . Versus past Olympics of 50 to 100 sponsors, 

automaker, have been split three ways, the domes- 

tic car category going to General Motors, import to 

BMW, SUV to Nissan . GM's package is said to have 

gone for well under $10 million . 

"They didn't hit all the home run balls they wanted 

to," said Frank Craighill, managing director of 

Advantage International, the Washington, D .C . 

sports marketing firm that has entered Olympic 

marketing with clients Sara Lee, Home Depot, 

NationsBank, Motorola, IBM and BMW . "But in 

every situation there's going to be the model and 

the reality . Billy didn't get everything he wanted out 

of the car category, but in the end, he probably did 

get the best anyone could ." 

Meanwhile, Atlanta improvised . It sold King 

World sponsorship for game shows Jeopardy and 

LVheel ofFortuae . It is rumored to be working out a 

deal to make The Club the Olympic's official autosafety 

device . But such improvisation, and the like- 

lihood of still more as ACOG tries to reach that S655 

million mark by next summer, has some sponsors 

looking on with consternation, 

"We're nervous," said one sponsor exec, who 

requested anonymity. "We came in based on a notion 

BiIly Payne's big idea came with a $40 

million price tag. This most American of 

games was to be the most exclusive 

marketing mega-event of its kind . 

Atlanta would make a short short-list of the biggest 

sponsors, an uber-fraternity. Targeting $655 million 

in sponsor sales, Atlanta went looking for 10 to 12 

partners at the $34-40 million level, the balance to 

come from TOP and a lower tier . It would even 

offer the added value of a one-stop shop for individual 

sports' national governing bodies (NGBs), 

deals with whom other marketers had used in the 

past as vehicles for dreaded ambush marketing . 

But the Big Idea faced a bigger reality . It's no 

secret among sponsor circles that Atlanta is behind 

schedule on its corporate sponsorship sales ; sources 

within the Olympic movement admit a worst case 

scenario of a$100 million shortfall . ACOG initially hit 

the market in a recessionary lull for corporate 

spending . But after inking its first four Partners at the 

$40 million level-NationsBank, Sara Lee, Home 

Depot and IBM-negotiations got tougher . 

A $40 million packaged-goods category never 

sold .A.s a result, A-B is in with its Eagle Snacks unit 

and Sara Lee is negotiating to add its packaged meats 

brands, including Hillshire Farms for an extra million 

or two . Airlines were split, the USOC inking longtime 

supporter United, while ACOG brought in home- 

town supporter Delta. Autos, in which ACOG expected 

$40 million from some patriotic domestic 

of a limited number of categories and companies 

involved . Most companies will invest $100 million in 

their Olympic plan, and that's not a crumb . We're 

concerned that the potential return on that invest- 

ment has been diluted and may be further diluted ." 

Others aver Atlanta may have reached too high, 

and held too fast, to the initial rate-card, and in fact 

may have hurt the prospects of future mega-deals . 

"They alienated the market," said Prazmark, 

whose 21 Marketing now reps TOP sponsor John 

Hancock and Partner Delta . "In trying to hold at $40 

million, they told everybody interested in a $15-20 

million entry point to go away, and when ACOG 

came back to them, those people had made other 

plans . Four years ago I stood up and said that they 

JACOG] are going to contribute to the process . Now 

they're entering into a fire-sale mentality, and it's 

upsetting . It's undoing the work the IOC and every- 

one associated with TOP have done in selling longterm 

sponsorships to select, like-minded partners . 

It hurts the equity that Kodak and Xerox and Coke 

and Visa have built into true partnerships ." 

Still, Atlanta has done much to bring the 

Olympics up to the American standard in sports 

marketing . Olympic organziers have long drooled 

(Continued an page 3e) 

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Page 32 

(Continued (i-om . page 30) 


BHANDWEEK 

at the numbers put up by U .S . sports league's 

licensing departments, and Atlanta Olympic merchandise 

is on track for upwards of $2 billion in 

retail sales, which, bounced back to ACOG, could 

mean some $100 million extra toward the balance . 

Moreover, the 'strategic investment" has indeed 

extended the promotional window for traditional 

sponsors . TOP sponsor Coke hit the mainstream 

media pipeline earlier than any Olympic sponsor in 

memory, with multi-media promotion dangling 

Olympic tickets in mul5-packs . McDonald's went out 

in August, also offering tickets and trips, plus $5 off 

Reebok merchandise and perks via the USA Basketball 

team (a property, sold by NBA Properties, that 

bridges the fast feeder's Olympic and NBA sponsor- 

ships) . AT&T's consumer products unit also hit the 

market last month with its own USA Basketball pro- 

mo . .And Sara Lee, which has had grass roots promo 

programs in the market for two and a half years, 

is even now leveraging Hanes' existing relationship 

with two-time Ofyrnpian Michael Jordan into a hefty 

TV campaign called "Olympic Briefs ." 

Though it won't be out quite that early, A-B plans 


Beyond '96, USOC marketing chief John Krimsky 

hits the market with his eight-year packages, 

through the Nagano Winter Games, Sydney Summer 

Games and Salt Lake . Krimsky, who inked NBC 

to a $1 .27 billion TV deal for the Syndey and Salt 

Lake Olympics, sees Atlanta as a gold-cast launchpad 

for a "golden era" of Olympic marketing, 

hether Krimsky can hold his 

upper tier of sponsors-outside 

of TOP, which next round adds 

McDonald's and possibly 

Motorola-to Atlanta prices is 

another matter . "Sydney? Nagano? Good luck," said 

a marketer at a current Olympic sponsor, But the 

exec qualified that he'd be at the table to haggle . 

Others expected to be there said it's less a matter of 

price and more one continued evolution of the 

Olympic package of resources . 

"We'd be more interested in an eight-year deal 

than a four," Bliss said . "Sara Lee has looked at the 

Olympics as an informal growth initiative . Licensed 

product sales should underwrite our investment 

alone, but the Olympics have been a creative 

Olympic marketing chief Krimsky plans 

to staff up and recast the USOC as a 

marketing services agency in the model 

of the NFL and NBA property divisions . 

to go national in March with a multi-pack promotion 

featuring gold, silver and bronze cans randomly 

in multi-packs, each winning the customer a dif- 

ferent level of prizes, from trips to the Opening 

Ceremony to tickets to Olympic merchandise . 

"For us to start a national promo in March and run 

through August is very unique," said Bruce Hudson, 

A-B's director of international sports marketing . "But 

when you talk about the size of the investment, you 

have go that much further to leverage it ." 

Hudson also hopes to use Olympic inroads to 

add value to A-B packaging via coupons and informational 

collateral of other sponsors and licensees, 

entering another arena in which Atlanta is expected 

to evolve Olympic marketing . For all the talk of 

the uber-fraternity of Olympic sponsorship, cross- 

promotion has been a relatively untapped concept . 

Sara Lee, which expects to sell half to two thirds 

of all the licensed Olympic merchandise through 

Hanes and Champion and others, is particularly hot 

on the concept . The company, for example, next 

year plans a merchandising link with Coke, a more 

integrated market-by-market promotion tied to the 

soft-drink company's sponsorship of the crosscountry 

torch relay. "We're building some terrific 

relationships that will last beyond'96," Bliss said . 

engine . It's got the individual companies coordinating 

efforts with one another, which can only be to 

everyone's benefit, and this has been a very decentralized 

corporation . They just don't work this way 

normally." 

"I think we'll only see more mega-partnerships," 

said Advantage's Craighill . "Partnership has to come 

at both the international and domestic levels . but as 

the stakes go up, which they will, [property sellersl 

have to show domestic sponsors how to get a 

greater return on those investments, and that's a 

function of the property recognizing a need to service 

sponsors . If there's efficiency there, you may 

even see sponsors sharing revenues derived from 

use of the rings ." 

Krimsky indeed plans to staff up and recast the 

USOC as a marketing services agency in the model 

of the NBA and NFL properties divisions . 

"With the halo effect of Atlanta, it's going to car- 

ry us into a very strong economic position, and it 

simply doesn't make good marketing sense to took 

at the Olympic Movement in terms of four-year 

deals," Krimsky said . "We can build large pedestals 

for a lot of different kinds of products . We have to 

figure out more reasons and ways to put those 

brands on bigger and bigger pedestals ." ∎

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Page 34 

9NANUWEEK 

~an : raae - 

Contmue? 

After a slow start this decade, the amusement- 

park industry is on a roil . By T.L. Stanley 

ric E rPrice and Renee Taylor had 

traveled this stomach-churn- 

ing, equilibrium-jarring path 

before . And they were back 

again for more of the 50-mph, 

suspended in-mid-air adventure called 

Batman the Ride at Six Flags Magic 

Mountain near Los Angeles on a recent 

broiling summer day . 

"It's the adrenaline rush that gets me," 

said Price, 26, as he waited to be harnessed 

and buckled in. He and Taylor had 

braved the vertical loop-de-loop experience 

once before and decided to return 

on a long weekend trip they made to L .A. 

from their San Francisco Bay-area home . 

"It's the thrill, the excitement ." 

Price and Taylor aren't alone in their 

quest for heart-pumping fun. Joining 

them in the trek to the theme park is a 

record number of people. Business at the 

country's top parks, soft in the early 

1990s, has snapped back, with more than 

160 million consumers expected to line 

up by season's end for water slides, thrill 

rides, animal displays and live shows 

from Disneyland to Dollywood, outpacing 

1994's 140 million visitors . The gains have 

been across the board, from Disney's 

lion on admissions, food and merchandise 

dise this year, according to analysts . 

Industry watchers say all research 

mega-parks and resorts, which now 

account for nearly $4 billion of the con- points to as much as a 4-5% annual 

glomerate's S10 billion in annual rev- growth through the end of the decade . 

enues, to Six Flags regional parks, where I And given the right blend of what's workattendance 

has increased from 18 million -i ing today-fresh products, a strong econ- 

in 1991 to more than 24 million this year . ! omy and aggressive marketing-the ride, 

Consumers will spend well over $13 bil- i they say, can continue indefinitely . 



"The world is a smaller place now, and 

travel is cheaper and easier than ever 

before," said Judson Green, president of 

Orlando-based Walt Disney Attractions . 

The leaders in the industry, Disney World 

and Disneyland, combined will draw 

I more than 40 million people this year . 

There's an animal park planned in Orlan- 

do, do, Fla ., and an expansion for the original 

park in Anaheim, Calif . 

"People love outdoor, 3D, live entertainment, 

and they always will . There's no 

replacement for it," said Green . 

While there is no equal, there are plenty 

of activities vying for consumers' out-of- 

home time and dollar, including movies, 

malls, live theater, concerts and sports, 

and at the same time, in-home entertainment 

has advanced . "It's tougher and 

tougher to get people out of their homes," 

said David Weitzner, president of world- 

wide marketing at MCA Recreation Ser- N 

vices Group, which runs Universal Studios Q 

r. 

Hollywood and Universal Studios Florida . w 

"You need to provide an experience that W4 ,is compelling enough to get them out of U 

their houses, make pick them you and caW

September 11, 1995 BRANDWEEK 

make them come back." 

Theme parks these days are doing 

plenty right in that direction . Attendance 

has been boosted in large part by savvy 

marketing and strong national branding . 

Charlotte . N .C : based Paramount Parks 

launched a $10 million, 30-market ad 

campaign this spring for its five locations 

with separate spots aimed at teens, 

'tweens and families, leveraging its ties in 

the Viacom family with Nickelodeon and 

MTV to strengthen the pitch . Marketers 

also drew in sister companies Blockbuster 

and Showlime for added-value 

promotions, and created a live show 

based on Paramount Pictures' $78-million 

box office hit Congo . 

Disney World, which had handled 

advertising in-house, tossed its $50 million 

account to Leo Burnett, Chicago, last fall 

to craft ads that would communicate its 

Consumers at amusement parks will spend well over 

$13 billion on admissions, food and merchandise this 

year. Research points to as much as a 4-5% annual 

growth rate through 1999 . 

message across a wide spectrum of target 

audiences, including young adults without 

children and empty nesters . While still 

concentrating on the core family busi- 

ness, marketers said they realized the 

need for communicating to Generation X 


and other fast-growing segments of the 

population . Six Flags, the second biggest 

theme park operation after Disney, began 

touting itself as "Bigger than Disneyland, 

closer to home," playing up its message 

that 85% of the U .S . population lives within 

a day's drive of one of the chain's 10 

locations . Eco-minded Anheuser-Busch 

Theme Parks have weighed in as a spon- 

sor for the 1996 summer Olympics, using 

gold medalist Dan Jansen as a 

spokesman, and forged deals with televi- 

sion production companies that film from 

its Florida sites and incorporate some of 

its veterinarians into shows' storylines . 

"We wanted to present our messages 

in non-traditional formats," said Chris 

Shea, vp-marketing at Busch Entertain- 

ment, who said marketing with other companies 

also has taken on new importance . 

0 ver the past several years, 

stronger associations have 

been forged between 

parks and entertainment properties, 

a development many in the 

industry have called a turning 

point . Time Warner, which 

bought Six Flags amusement 

parks in the early'90s, refocused 

that business with an emphasis 

on theming rides and attractions 

to successful movies and classic 

properties . 

"That's when we set about to 

build a national brand," said Bob 

Pittman, chairman and ceo of Six 

Flags, who shepherded the 

change, making the Looney 

Tunes franchise and Warner Bros . 

film properties prominent 

through the parks . Though Time 

Warner recently sold 51% of the 

parks in a $1 billion deal to 

Boston Ventures, it remains a large 

shareholder and will co-manage 

the sites . Warner-themed shows 

and rides will stay, though Pittman 

leaves the company this fall to take a top 

post with Century 21 real estate . 

Analysts and executives, pointing out 

that the business is product-driven, said 

the addition of high-tech, entertainment- 

themed attractions that fan out across 

every demographic also has lured more 

consumers . 

"Our philosophy is to have state-ofthe-art 

attractions and recognizable, 

appropriate theming," said Senn Moses, 

Paramount Parks svp-marketing, noting 

that the company adds teen, kid, adult 

and all-family targeted attractions in alternate 

years. "It all must equal a more relevant, 

more compelling experience ." 

Anheuser-Busch, which has nine 

parks, uses Bert, Ernie and other wellknown 

Sesame Street characters at its 

Sesame Place park near Philadelphia, and 

this summer launched a Baywatchthemed 

pyrotechnics-based water show 

at all four of its Sea World parks . "We try 

to stay focused on our niche," said Shea, 

noting the parks were founded for conservation, 

research and education purposes 

. "The best way to educate people 

is to entertain them ." 

By mid-1996, Busch Gardens Tampa 

will sport an Egyptian-themed area, complete 

with outdoor bazaar, a re-creation of 

King Tut's tomb and an inverted roller 

coaster. 

The two Universal parks, which tour 

visitors through backlots of movie and 

television production, added a Waterworld-themed 

live show this summer and 

plan Jurassic Park the Ride in 1996 to 

help build excitement for the movie's 

sequel and draw from its built-in global 

audience . The attractions join a specialeffects-laden 

backlot tour, the ET Aduenture, 

Backdraft mock-firefighting experience 

and Back to the Future ride . 

"The Indiana Jones Adventure 

launched this summer at Disneyland in 

Anaheim, and the Pocahontas parade ran 

along Main Street at both the company's 

parks . The House of Blues will set up 

shop at Disney World's Pleasure Island 

adult-targeted area, along with restaurants 

from famed chef Wolfgang Puck 

and singing superstar Gloria Estefan . 

"We all must convince the public there 

are benefits to spending their dollars at 

our parks," MCA's Weitzner said . "New 

products are vital for that purpose ." 

While product influences how a con- 

sumer spends leisure dollars, so do peaks 

and valleys in the economy . Regional 

Page 35

Page 36 BRANDWEEK Septernber 11, 1995 

parks, which count on repeat business, ''. 

saw bumps in attendance during the ' 

recessionary early'90s from people who ' 

opted to stay closer to home, while desti- I 

nation parks suffered . 

T his year's improved economy has 

nudged more consumers out of 

their homes for day trips to regional 

parks and for package vacations in central 

Florida, known as the pre-eminent destination 

spot . 

Theme parks in Southern California, 

somewhat the exception, have suffered 

from a lingering recession that has hurt 

most area businesses and from intense, 

often unfavorable media coverage of 

riots, floods, fires and earthquakes . The 

troubled economy, particularly in Orange 

County, forced Disney to rethink a 

planned 53 billion expansion in Anaheim . 

A drastically scaled-down version of a second 

park is planned . International tourists 

have returned, however, and domestic 

consumers are starting to flow into the 

area again. 

Because of current successes and predictions 

of continued consumer demand, 

Plellie parks of ft future SNI 11 be stt18ftr yed IIl0re gr8fif i . 

The theme parks of the future and virtual reality, 

will be, at once, grander and collectibles, mersmaller 

than they are now. chandise and 

Many players in the industry Starfleet-themed 

will go global over the next dining, along with a 

decade, as companies that are new casino . Vegas 

now exploring the international was chosen not 

market begin to build in spots only because of its 

like Asia and South America . 30 million annual 

Those with an international pres- visitors, but because 

ence likely will expand their it is home to many 

reach . At home, parks will con- high-tech conventinue 

to add more high-tech thrill tions and was Wild ArcUc at Sea World Florfda . 

rides, immersion experiences, deemed the perfect ride and plops them into an envilive-action 

shows, themed restau- fit for a futuristic park aimed at a ronment surrounded by beluga 

rants and upscale merchandise, 25-49 demographic . whales and harbor seals . "We 

while acquiring or building Longer term, Paramount is con- think the public looks to theme 

1 theme park companies have their eyes on 

: expansion . Most do not talk of building 

i new, full-scale parks from scratch ; the 

I projects would be far too expensive, land 

on which to build is scarce, and large U .S . 

population centers already are served . 

They plan to continue the current trend of 

ancillary growth . Existing parks will 

upgrade and expand, in some cases gob- 

bling up smaller players . 

"It's a destination issue for us," 

Weitzner said . "We want people to come 

and stay a number of days . That's our 

future." ∎ 

intended to attract parents and 

empty nesters who've dropped 

off kids and grandchildren at the 

park . The company will use the 

site to extend the season of its 

adjoining Six Flags Wild Safari 

Animal Park by selling combination 

shop-and-safari packages to 

adults in the fall and holiday periods 

. If the mall succeeds, it will 

be replicated at the other theme 

park properties . 

Sprawling animal parks are in 

the works for both Universal and 

Disney in central Florida. Owners 

of the Universal site, Britain's 

Rank Organisation and Seagram's 

MCA, plan a $2 billion 

park called the Island of Adven- 

neighboring attractions like exot- sidering more Srar Trek-themed parks to be avant garde in the tures expected to include 2,500 

ic animal safaris, sports complex- parks or attractions centered experiences they offer," said Chris hotel rooms in four hotels and 

es, water parks and outlet malls . around other Viacom properties . Shea, vp-marketing at Busch five theme-based islands . Com- 

At the same time, scaled-down Possibilities include MTVand VHl- Entertainment . "People want us pletion is scheduled by summer 

versions of theme parks-specifi- based entertainment centers to to push the envelope ." 1999 in what has been called one 

cally targeting young children, complement the two existing Some theme park chains might of the largest theme park projects 

teens or adults-will grow, offer- Block Party adult recreation com- begin offering separate gates for ever undertaken . 

ing an alternative, less expensive plexes the company runs in Indi- short-term visitors, or three-hour Disney recently announced a 

experience to those who want anapolis and Albuquerque, N .M . package deals . Others, like Six fourth amusement park, a $750their 

out-of-home entertainment "The future for us is in venues that Flags, have opened smaller ver- million Wild Animal Kingdom 

in two or three-hour bites . As the are specific to intellectual proper- sions of their mega-parks, using that will cover 500 acres and 

companies and traditional parks Ges," said Senn Moses, Paramount their national brand and strong open in 1998 . Stressing educabecome 

larger, their new busi- Parks' svp-marketing . "While association with entertainment tion and conservation themes, 

nesses wlll become more targeted, retaining the traditional theme properties to drawconsumers . Six the park will feature exotic, 

and joint ventures will take on parks, we'll build new out-of- Flags' FLntricity mini-theme park, mythological and prehistoric animore 

importance . home entertainment that can go the first of many planned, opened mal displays . The company also 

In Paramount's near future is into any market because it doesn't in May in Vicksburg, Miss ., next to is investing in attractions that 

Star Trek: The Experience, a joint compete directly with what a casino . The 10-acre park fea- could appeal to people without 

venture with Hilton Hotels open- already exists . It's different." tures everything from vtrtual reali- children, such-as a cfuise line 

ing in Las Vegas late next year. Anheuser-Busch intends to ty games to bumper cars . and the Disney Institute, which 

The launch of the 40,000-square- marry emerging technology with Next summer, the company will offer workshop-based vacafoot 

attraction in the north tower its animal habitats, as it does in launches Six Flags Outlet Center tions in Orlando beginning in 

of the Las Vegas Hilton will coin- the newly-opened Wild Arctic at near Six Flags Great Adventure in February, along with a$100-mi1cide 

with the 30th anniversary of Sea World of Florida in Orlando, Jackson, N .J ., a joint venture lion sports complex, meant to 

the Trek franchise. It will include a "polar exploration" that puts vis- with New York City-based devel- attract Generation X and empty 

simulation rides, interactive video itors on a simulated helicopter oper New Plan Realty Trust nesters. -T.L . Stanley 


1 

CLASSIFIED ADVERTISING/September, 1995 

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I EASTERN SERVICES & RESOURCES 

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CLASSIFIED 

CLASS= ADVERTISING/September, 1995 

TRADENAMES/TRADEMARKS- 

SEARCHES & REGISTRATIONS 

AdLinke u~.e

CLASSIFIED ADVERTISING/september 11, 1995 

OFFERS & OPPORTUNITIES 

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JOBHUNTERS : 

ARE YOU WILUNC 

TO RELOCATE? 

Want to scout the job prospects in 

another part of the oountry? 

ADWEEK can help . We publish six 

regional editions of ADWEEK, each 

jam-packed with Help Wanted ads . 

To subscribe to another regior,al edltion 

of ADWEEK, the rates are $25 

for 13 weeks, per region . Specify 

East, New England, Midwest, Southeast, 

Southwest or West . All subscnpt!ons 

must be pre-paid . To order, 

call 1-800-7-ADWEEK ; in the 

West, call (916) 621-4020. 

f udging By Most Portfolios, 

We're Turning Into A Post-Literate Society . 

Please Prove Me Wrong . 

A lot ef ads today are so badlyart direned, tire copys impossib!e 

to read .The only good news is most of the copy is so bad, nobodys 

missing anything . 

In a time of plummeting standards, we are fiercely devoted to 

craft We demand insigh :, selling sense, tenacity, fecundity, and the 

ability to write like an angel . 

FI°:&P is a creative shop (see the May/June 93 CA forour profile) 

where good people get a lot berter . (Our last two writers had the 

temerity to leave juv. because other agencies doubled their salaries) 

If you're a real writer, vnite the most compe!ling letter you can . 

Ar~d include a dozen Xeroxes of your best ads . Mail them (do not 

cal!) to G . Herbert'Inutson, Creative Director, Howarc, Merrell & 

Partners, 8521 Six Forks Road. Raleigh, NC 27615 . 

SALESPERSON WANTED 

New York Photo Agency speoia!izing 

in tlomestic/international sales 

of celebrity photos looking for aggressive 

intelligent salesperson . 

Base salary plus commission and 

benefits . 

Fax resume to 212-989-1150. 

ACCOUNT EXECUTIVE 

Account Executive for bluechip, national 

packaged gootls client . Expenenoe 

at advertising or promotion 

agency or client needed . Located in 

Stamford, Connecticut . 

Fax resume to Tom Hayes 

203-975-9078 

EMPLOYMENT 

Direct Marketing Talent Search : 

Account Management & Copy 

Page C5 

We're a rapidly growing. 74person, full-service agency with in-house 

analytical and database support . If you're the top-notch talent we seek, 

vou11 contrrbute to the succes of our growing client base . You'll work in a 

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We provide exoeptional berefits and we re an Equal Opporturlity FJnployer . 

Charlotte 

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Los Angeles 

Sr. Production Manager, Sr. Copywriter, Account Group 

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Copy Director who can dezrlop strategy, write, present 

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Account Executiz-e udth 2-3 years agency experience . 

Firmncint and high-tech . Right nmol 

If you're up to the challenge, send your resume, samples and supporting elence to : 

CADMUS IrDIlZECT 

Ann : Humzn Resources/PDM, 1123 So . Church St ., Suile 1000, Chzrlotte, NC 28203 

No phune cslts plense 

Ph 3121661-07e0 

Fax312/661-159E 

Considering Career Options? 

We are a national search firm with over 20 years exper!ence . 

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RESEARCH DIRECTOR 

New York Market looking for Research 

Director with minimum 3 

years experience . Television re- 

search experience required . Mathe- 

matical analytical aptitude . Strong 

verbal and written communication 

skills . Knowledge of PC and latest 

applications . Challenging opportuni- 

ty for a bright motivated profession- 

al . Send resume to : 

P.O. Box 1582 

Secaucus, N.J . 07096 

* * * GSE ADWEEK MAGAZIA'ES TO GET NATIOM4L EXPOSL+RE. * * * 

RATES for Employment and Offers & Opportunities 1-800-7-ADWEEK Classified Manager. M . Morris Classified Asst Michele Golden 

Minimum : 1 Column z 1 inch for 1 week : $140 .00, 1/2 inch increments : The identity of box number advertisers cannot be reveated, If ADWEEK 

670 .00Jweek. Rates apply to EAST edition . Special offers : Run 2 consecutive must typeset ad, charge is 515 .00 . Deadline for all ads In ADWEEK EAST Is 

weeks, take 15% off second insertion . Frequency, regional-combination, and Wednesday, 4 :30 p .m . If c!assifietl is filled prior to closing, ads will be held for 

national discounts avai!able. Charge for ADWEEK box number : $25 .00/week . the next issue . Classified is commissionab!e when ad agencies place ads 

Replies mailed daily to advertisers . Readers responding to any ads with box for clients . No proofs can be shown . Charge your ad to American Express, 

numbers are advised not to send Samples unless they are duplicates or need Mastercard or Visa . ADWEEK CLASSIFIED, 1515 Broedwey, 12th tl . New 

not be returned We are not responsible for recove'y of samples York NY 10036 1-800-723-9335 FAX 

:212-536-5315 . 


EOE 

ADVERTISING SALES 

Major Publishing Company seeks 

highly motivated end aggressive 

sales rep with minimum 2 years 

sales experience . Photography 

knowledge and own car a p!us . 

Send/fax resume and cover letter 

with salary requirements to: 

Petersen's 

PHOTOGRAPHIC Magazine 

437 Madlson Avenue 

New York, NY 10022 

(Fax) 212-715-9680 

EOE MJF 

I

Page C6 

HELP! 

WANTED 

Lncaced In ?nrts,nouth, un the coasu oi' 

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SENIOR COPYWRITER : .St least 

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A RT D I R ECTOR : 3$ years' experience 

taking projects from concept to mmpletion 

required . Qua2i, Photoshop and 

tihstratnr de . ired . 

ACCOUNT EXECUTIVE : JSyears' ex- 

perience desired . An abillty to mam3e ac- 

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rsquired . Hesl,hcarn,rourlsm, 6usiaess 

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helpful, 

MAC ARTIeT : 5lastery of Quark, 

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of 2years' experience in productinn envi- 

ronmem required . 

Please send resume and nnn-returnable 

samples to: David Wold, 6xrradas Yeaton 

& Wold, P.O . Box 6577, Portsmourh, NH 

03802 . No calls, pteue . 

NATIONAL BROADCAST 

BUYER 

West coast ad agency has immediate 

opening for a Nat'l Broadcast 

Buyer with a minimum of 3 + years 

experience negotiating Network TV, 

Syndication and Network Cable TV, 

upfront and scatter. Prefer experienca 

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plus . Please send your resume to : 

P .O . Box 4063 Santa Monica, CA 

90411 or FAX to : 310-264- 

2562/Attn: Ms . Larsen/National 

Buyer 

MEDIA PLANNER 

Seeking Media Planner to supervise 

and help run major national hightech 

account In the New York office 

of the 9th largest advertising agency 

worldwide . 

Person should have 2-3 years experlence 

in media planning . Knowledge 

of research, Excel, Word a plus . 

Please tex resume to: 

Media DepL 

(212) 684-2801 

No calls 

MARKETING DIRECTOR FOR 

BICYCLING MAGAZINE 

BICYCLING Magazine, the world's #1 Cycling magazine is looking 

for a bright, outstanding, creative Marketing Director . Responsibilities 

include Development of marketing programs, design and creation 

of marketing plans, sales support materials, merchandising 

programs, and promotional programs supporting a national sales 

staff and supervising a staff of three . Top candidates will have experience 

in magazine marketing, strong analytical and writing skills 

and lots of energy . Love of cycling is a strong plus . Small town setting, 

1 1/2 hours from New York City, and one hour from Philadel . 

phia. Position reports to Publisher . 

Rodale Press offers a fantastic work environment, excellent benefit 

package, corporate health club, competitive salary, and incentives . 

Send resume and cover letter telling us why you're the person to 

help BICYCLING expand our leadership position to : 

Personnel Department (AW-MDB) 

RODALE PRESS, INC . 

33 E . Minor Street 

Emmaus,PA 18098 

EA .E . 

American Home 

Products Corporation,one 

of the world's largest 

research-based 

pharmaceutical and health 

care produots companies 

and a leading developer, 

manufacturer and marketer 

of prescription drugs, over-thecounter 

medications, consumerfood products and agricultural products, 

seeks a Spot TV buyer for our in-house advertising agency . 

This position requires an individual with 4-7 years of spot buying 

experience and strong negotiating skills . Computer knowledge is essential . 

As a Madison-based employee, you'll be eligible to enjoy the advantages 

of our on-site facilities, including Fitness Center, Company Store and Child 

Development Center . 

We offer a competitive salary, comprehensive benefits and opportunity for 

growlh . For consideration, please send resume, which must 

include salary requirements, to : Human Resources-NC 

TELEVISION AD SALES 

Agency media planners/buyers . . . 

teel trapped in your current posltlon? 

Come over to the other side of 

the desk. Joln the leader in a unique 

and exciting national TV advertising 

medium . 

If you 

• have 24 years of agency planning 

or buying experience 

• have strong written & verbal skills 

• have perseverance & enthusiasm 

• have a strong desire to make a 

careerin ad sales 

We have the opportunity for you . 

Please send resume and salary requirements 

to : 

ADWEEK Cleseifled, Box 3733 

1515 Broadway, 12th fl. 


American Home Products Corporation 

Five Giralda Farms, Madison, NJ 07940 

An Equal Oppty Employer MIPIDN 

SALES 


Individuals with proven track record 

are needed to develop new business 

and increase market share of 

advertising dollars for each of 

Group W's maior NYC AAA & All 

News stations. Creative & articulate 

candWates must develop sales presentations, 

prepare & meet revenue 

goals, use PC software to do research 

and evaluate trends In the 

Trl-State market. 2-4 years prlor 

broadcast sales experience required. 

Valid driver's license vltal . 

EOE. No calls accepfed. 

Send or fex resume to : 

Cecille Quintero 

WINS-AM/WNEW-FM 

886 Seventh Ave, Nsw York, NY 10106 

Fex:(212)315-7015 

CALL 46eo-7-AD79EEK Use ADWEEK MAGAZINES to get National Exposure 


CLP SS4RED ADVERTISING/september 11, 1995 

Vermont Can't 

Manage Without You . 

Northern New England's largest 

marketing communications fsrm has 

an opening for an experienced 

Acaount Manager in our Btattelboro 

and Burlington ofEces . 

We offer our clients a aide range 

ofservtces including ttsearch, direct 

markedng, public relations and 

advertising. If you arc able to think 

and communicate clearly, develop 

comprehensive strategies, and 

manage varied client proje

CLASSIFIED ADVERTISING/september 11, 1995 

ACCOUNT EXECUTIVES 

Exciting hands-on positions for sharp, resourceful individuals who can 

write and possess strong strategic and analytical skills . We are 

searching for TEAM PLAYERS with 3-4 years Advertising Experience . 

Package goods background is a + . Mac proficient. Ideal opportunity 

to work on leading BLUE CHIP ACCOUNTS . Full benefits package . 

JUNIOR ACCOUNT EXECUTIVES 

Growth, Opportunity, Training 

We are seeking bright, energetic candidates who are looking for 

challenges . 2 years Advertising/Marketing experience required . 

Macintosh proficient . Strong writing and communication skills important 

. Excellent opportunity to work on leading BLUE CHIP AC- 

COUNTS. Full benefits package . 

Send resume and cover letter with salary history to: 

EDITOR WANTED 

ADWFEK seeks a skiBed feamres edsor for 

its norbnolsmff. You wlll be handling majar 

srades and cclumns obom the adverHfng indusny 

. Five or more years experi9nC9 is prb 

ferred, though na reauired. Candidmes Iron 

agencies who wonr ro see how rhe other half 

Ilves will clso he aonsidered . 

Essamiols: Must be able ro work tas+, cim 

high, nake low (or no) mistakee . FedGry wlrh 

ideos and concepNal t.1inking obour subjeas 

and gmphlcs . A lighr rouch (or a hevry one 

when needed) as o wnrar(rewrilec Both feer . 

aro cod numerare, p'.ease . 

Sen6 o nore wnh a Faw cllps or relevonr work 

scmpjes,o : 

Erk Gedand 

Ea.c,sev. Edifer 

ADWEEK 

1515 aroedwoy, 12th ibur 

New York, NY f ee36 

SENIOR 

PRODUCTION MANAGER 

Progressive, high Intenslty 50 + design 

firm with national and international 

accounts seeks Senior Production 

Manager with substantial, 

high-level advertising, print, packag- 

Ing and POS experience . Long 

hours and demandjng assjgnments 

go with this job . Natlonally compstitive 

salary & benefits. Send resume 

& sajary requirements to : 

David Mendelson 

Creative Services Director 

Jager Oj Paola Kemp Design 

308 Pine Street 

Burlington, V7 05401-4740 . 

tlavitl mendejeon®Jdk.eom 

WANTED! 

CD/COPYWRITER/MUSICIAN 

LI Agency needs top-flight freelance 

creative director who oan write crjsp 

award-winning consumer copy to 

keyboard and guitar players. Being 

a musician helps. Must attend client 

meetjngs on LI . Submit your best 

stuff by FAX (516) 231-1433 then 

cellforappointrnent- Lyn Nielsen, 

(516)231-1431 . 

Christine Martin 

Human Resources Director 

JMCT, Inc . 

445 Park Avenue 


ADVERTISING SALES 

Leading photo trade magazine and 

directory publisher Is eager to expand 

sales force . Seeking self-motivated, 

persistent prof, with min . 2 

yrs . publ . or adv, experience to sell 

space to photographers, related 

businesses, and promote contests . 

Production, sales, design, and/or 

photo industry experience all + S . 

Send resume to: 

ADWEEK Ciaeaified, Box 3732 

1515 Broadway, 12th n . 



New Jersey's leading award winning 

Ad Agency has an immediate 

opening for an Account Executive 

with 3-5 years experience to work 

on hospital and heanhcare accounts 

. Candidates should possess 

excellent oral and written oommunlcation 

skills . Please send or fax 

resume Including salary history to : 

Human Reacuree, MeOueeny Davis 

Kohm & Partners, Inc ., 67 East Park 

Place, Marriatown, NJ 07961, Fax 

Nc .(201)993-2828 

PUBLIC RELATIONS 


Busy ad agency seeks account axec 

to join last growing PR dept and 

take over an exciting new account . 

Must have at least 3-4 years PR 

agency exp . ; consumer electronics 

a big plus . Print and broadcast 

placement skills, excellent writing 

ability, computer literate . Fax reaume 

with salary reqa to: (212) 

686-7674 . 

"MAKE THE LEAPPr 

Dynamic, established media software 

company has expanded Servic,e 

Department . We are in need of 

3 regional representatives to service 

agency and station clients . To qualjty, 

you should have experience as a 

media buyer, strong PC/Win skills, 

be able to work independently, and 

to travel . Send resume, salary requirements 

to : Strata Marketing, 

P .O. Box 11997, Chicago, IL, 60611, 

atm: Shannon, or Fax (312) 222- 

2510 . 


Page 07 

LANBESIS-SAN DIEGO 

Leading international agency known for great creative, 

an incredible location and an expanding 

roster of exciting clients is seeking experienced 

professionals : 

ACCOUNT DIRECTOR 

ACCOUNT SUPERVISOR 


Please mail or fax your resume to Donna Ruel, 

Lambesis, 11770 Bernardo Plaza Ct . #308, San 

Diego, CA 92128 FAX 619-451-1814 

ACCOUNT SUPERVLSOR/ 

RETAII. ACCAUNT 

MaJor SF agency has opportuntty in 

our Phoenix Regional offjcs for proactive, 

servIcedlentetl individual with 

strong account management experlence 

. Successful ydndldate will be a 

highly organized self-starter with a 

proven capability of building antl maintslnjng 

strong and productive client/ 

agenCy rejationships, and able to offer 

tresh inslghts into creahve and marketing 

atrategres . Retell/field experience 

a plus . Ezwllent benefits . Please 

send resume and salary history to : 

Loretta O'Connell 

VP/Director of Human Resources 

McCenn-Edckson USA, Inc. 

201 Californla St . 

San Francisco, CA 94111 

or FAX info to : (415) 981-2523 

EOE M/F 

HAVE CONTACTS? 

Couponing and Sampling via the Internet 

. Cutting edge Internet marketjng 

firm needs individuals/com 

sultants/retirees with excellent 

Industry contacts to help us obtain 

clients . Earnings are straight commission 

only. Send resume to : 

Today Medie Worldwide 

1556 Third Avenue 

NY, NY 10128 

Or a-mall to: 

todaymedja ointerra m p.com 

MEDIA BUYER 

Media company looking for outgoing, 

energetic people person who 

can expand buying job into account 

work. 3 + years experience buying 

spot tv and radio . Buying list in- 

cludes major markets . Knowledge 

of CORE pre-buy systems a plus . 

Salary mid 530'a . 

Fax resume and salary history to 

(212)-593-3806. 

Senior /Junior Designers 

Sanerz 6lackstone Associ?tes, Baston, 

is loaking for tvm verhal ly engaging and 

visually inspiring grapMc designers . We 

work on a wida range of prajects-mcross 

an eqcally wlde range of clients-in both 

print and elecvmic fo(mats, from worldwjde 

carporate itlentiry systems to the 

perfsctly tuned ncn-arofit poster . 

Respondants must have a degree in 

graphk desiSn, awesome computer skills, 

suas and jeans-and wit. Finding a new 

typographic solution or evojving the 

pedect image shauld make ywr day 

Senior 7- years eyperience, im juding 

project management junia: 3r years 

R€sum?s and salary reguirements rc 

Will Cook by lax (617 266 1937) or 

emaillwal®sametz .com) 

Marketing Coordinator 

We aiso need a sman. energetic. detalorienled 

ma'eting / sajes support 

person adept at juggling tasks• fCJOw 

through and finding wndows of opportoniry 

. Will maintain systems for samples, 

djrect mail, public rejatiens, antl 

propesEls-as well as deal with 

clients and prospects 

Great interpersonal, written /verbal skilis 

and Mac li ;erazy jMS Word and database 

applica(ionsl are a must Previous stint in 

a cunmunicauors or design firm• a definite 

pjus, Resume and satary requrem .ems to 

Mike .4'cillian, by lax 1617 266 19371 or 

emal (mikegsam,etzcaml 

ATTN : FREELANCERS 

ADWEEK can offer you the expo- 

sure you need in our Services & 

Resources section . If you neetl to 

get your servlce out to the people 

who matter, you need to advertise 

now. Call for info 1-a00-7-ADWEEK . 

Reach your ad community In 

ADWEEK CLASSIFIED f CALL t-sea-1-AD1YE8%

Page CS 


Leading Hispanic Cable Network 

has immediate opening for an Account 

Executive based at our Dallas 

office . Candidate must have prior 

media sales experience . Spanish a 

plus . We offer excellent compensation 

and benefits . 

For consideration, please send or 

fax cover letter, with salary requirements 

and resume to: 

Geraviaion Advertising Sales 

605 Third Avenue, 12th fl . 


Fex :(212)867-6710 

Account Supervisor 

Sales Promotion 

Hot NJ Sales Promotion Agency 

needs "handson" A/S . Must have 

min . 5+ years proven agency 

experience with ma;or pac:

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Apesos Pushes MasterCard Debit Use 

As the credit-card brands move into debit cards, they'll ! Other Moves 

need something to induce consumers to use them . Not an I 

easy transition, but that's where Steve Apesos comes in . As 

MasterCard's new vice president of U .S . promotions, he'll j 

initiate marketing programs to push greater debit-card use, 

along with more instant rebate programs, gold card initia- I 

tives . youth-marketing and co-branding programs for the 

credit side . "After some tremendous growth, I think it's fair 

to say that the credit-card market is mature, but by by no 

means dead," said Apesos, who has worked at New York-based MasterCard for five 

years, most recently as vice president of public relations and marketing . "There are 

a lot of untapped areas that will stimulate greater use by consumers and greater 

acceptance by merchants . We just need to push them a little with some creative mar- 

keting." -Terry Lefton 

Diener Sees Prestige in Outlet Venues 

I . Howard Diener is counting on Americans' continuing 

affinity for outlet malls as he takes over as president of 

Prestige Fragrance & Cosmetics, Revlon's retail subsidiary . 

Diener will oversee 150 existing PFC outlet stores and 22 

Colours & Scents outlet stores, and he hopes to expand 

the chain . 

w 

"The whole concept of outlet malls and value is certainly 

there . It's not going to change in the near term," 

Diener said . With new outlet malls opening across Amer- 

tca, "It's just a question of picking the best sites," he said . Diener has extensive 

retail experience . He was most recently executive vice president of merchandising 

for McCrory stores, overseeing all purchasing for more than 700 outlets . He's also 

worked at Peoples Drug, Rite Aid and Dart Drug . Diener will work out of PFC's 

Holmdel, N .J ., offices . He reports to Revlon presidenUceo Jerry Levin . 

-Pam Weisz 

Goodwin Forging James River Plans 

James K . Goodwin, newly-appointed president of James River's 

North American Consumer Products Division, says he is 

not scared by the impending merger of competitors Scott 

Paper and Kimberly-Clark "For the most part, this has 

always been a highly competitive category," he said . "We're 

going to have to stick to our knitting just like we have in the 

past." Goodwin's charge is to continue James River's stated 

goal of strenghtening core consumer brands like Quilted 

Northern, Dixie and Brawny . Plans call for new products, 

stronger advertising and a reorganization of the sales force to better help retailers in 

their quest for efficienc,v . Goodwin joined James River in 1991 after 23 years at Procter 

& Gamble, and was previously evp for consumer products . He works out of the 

company's Norwalk, Conn ., offices. -P.W. 


Ham Sweet Ham, King of Prussia, Pa ., 

named Edward J . Sharr president/ceo . 

He was gm . . . Judith Higgins Donohue 

joined MARC pr, Pittsburgh, as mngmnt 

suprvr/dir-pr. She was at Lumber and 

Nemacolin Woodlands Resort . . . Andrew 

S. Patti named president/coo of Dial . Pre- 

~iously president of Dial's consumer products 

group, he takes over title as president 

from John W. Teets, who remains as ceo . 

The position of coo had been vacant . Patti 

has been at Dial for 28 years . . . . Ualassis 

Communications, Livonia, Mich ., promoted 

John Thompson to gmvalassis/Canada 

from vp-sales operations 

and MaryAnn Rivers to 

dir-Nen'spac'ROP Operations from mgr- 

NewspadROP operations . . . Bender, 

Goldman & Helper, LA, promoted Patricia 

Carroll to vp-corporate entertainment 

div from dir. . . Janice Jaworskf joined Lipson-Alport-Glass, 

NY, as cd . .. Named at 

Tatham EURO RSCG, Chicago: Pam 

Crain, promoted to mngmnt supryr 

from acct suprvr Jim Beall, acct suprvr, 

handling Hoover Co ., from BBDO . 

Chicago ; Cristel Mason, acct suprvr, handling 

Hardee's, from Frankel & Co . ; 

Teresa Woodnrm, acct exec, handling 

Hardee's, from D'Arcy, Masius, Benton 

& Bowles; Laurel Bufe, acct exec, handling 

Bayer, from Ogilvy & Mather ; 

Andrea Crosby, Laura Maimon and Beth 

Bingham promoted to assoc media din . . 

Douglas Campbell appointed pr mgr at 

Kao Corporation of America, Wlmington, 

Del. He was at subsidiary Kao 

Infosystems . . . KT Morris named vp-sales 

at Milton Merl, NY. . . At McDougall in 

Peabody, Mass . : Christine Fisler promoted 

to dir-corp svces from acctg mngr ; 

Rich DeVeau, sr copywriter, from Halyard 

Grp ; Jonathan Ward, acct exec, from 

Atwood and Morrill ; Deb RicciuD, acct 

coord, from Sonesta Hotels ; Valerie 

Slaven, exec sec to pres, from'IYavelers 

Insurance; Amy Moore, pr asst acct exec, 

from Central Artery'(Lnnel . .. Blair C . Ke4 

fison named business dvlpmnt mgr at 

Fantastic Foods, Petaluma, CalfP. He was 

at Carnation . .. Charles Schwab, San 

Francisco, appointed Leonard Short to 

head advertisincjbrand mngmnt . . . Gary 

Berkowitz appointed dir-U .S. sales at 

Emulex Network Systems, Costa Mesa, 

Calif. 

N 

a a 

N vto~O 

v


Sep. 13 Rorderless PR. Panel discussiorb9uncheon 

on public relations since passage 

of Nafta, sponsored by Public 

Relations Society of America NY chapter at 

United Nations Delegates Dining Room . 

Expert speakers. Fee : $40 PRSA member, 

$50 non-membec Info : (212) 228-7228 . 

Sep . 13 Sports, Entertainment & 

Event Marketing. Open house at New York 

Universiry. Key industry figures . Free admission 

. Info : (212) 998-7215 . 

Sep . 13 Intellectual Property . 

Seminar presented by Point-of-Purchase 

Advertising Inst ., at Equitable Center, New 

York, focusing on concept and manufacture 

of POP displays . Speakers from Kraft Foods, 

Hershe; Southland, Elite Marketing, Thrift 

Drug, more . Fee : $50. Info: (201) 894-8899 . 

Sep . 14 Sales Seminar. High performance 

sales organizations : managing for 

top line results, presented by Conference 

Board at Plaza Hotel . New York . Fee : 

$575 associates, 5760 non-associates . 

Info : (212) 339-0345 . 

Sep. 14-15 M arketing Seminar, 

Plan, select the optimum promotion plan . 

Conducted by Ennis Assoc in Los Angeles . 

Fee : $975 . Info : Ennis, (914) 273-8484 . 

Sep . 1 4-15 PR Ser

, 

i 

Page 40 BnaNDwEEK September 11, 1995 

By Sam Bradley 

Product Intros 

At All-Time High 

New Products introduced in August, 

9,562, marked a monthly all-time high, 

surpassing July's 2,357 . Here are 

monthly category totals, with year-todate 

and vear-to-year changes. _ 

∎ Aug. 1995 3 YTD I I YTD change vs .'94 

Baby Food (+16196) 

12 55 

Baking products~bakingingredients(+6%) 

~ 29= 1,690 

Beverages (+36%) 

~ 292 

2,169 

Breakfast cereal (+25%) 

11 

L 91 

Candv/Gum/Snacks/Desserts (-10%) 

_351 

-1,847 

Condiments (+1490) 

~614 

Dairv (+34%) 

138 

Enlrees (+35%) 

Um 560 

1,190 

Fmits & Vegetables (+29%) 

31 

384 

Health & Beauty (+104'0) 

348 

Household supplies (-36%) 

L 3 174 

Pet food/pet products (+60%) 

L3 221 

Processed meats (+51%) 

54 

547 

Side dishes (+30%) 

103 

753 

Soup (0%) 

19193 

Tobacco products (+10496) 

5 

49 

2,743 

3,196 

Sa,me, A'am ProdncE News 


Adbank's Brand Watch 

New twists on some trademark products fill the airwaves this week . Procter & 

Gamble's Comet now comes in liquid gel while Giorgio peverly Hills appears in 

a new spray bottle . `Phe Alka-Seltzer tablets now come in caplet form, Milk-Bone 

introduces a new line of dog food and Entenmann's Baked Goods enters the 

reduced fat category. These breaking spots are selected hy Brandweek through 

.4dbank's nationwide monitoring system . 

Product/Parent Company Market Description 

Giorgio Beverly Hills New York 30-second spot from GrepNew York is a throw 

Lite Natural Spray back to the 1950's . Spot opens with montage 

Procter & Gamble shot of men and women dressed in Fifties style 

clothing pictured at play with scenic Hollywood 

landscapes in the background . Cabaret piano 

music and a voiceover battle for attention as 

scene cuts to product bottle . Voiceover pitches 

the new lite natural spray fragrance as offered 

for $40 in department stores while supplies last . 

Spot closes with productc!oseup . 

Comet Cable Household cleansing spot features new line 

Liquid Gel Cleaner extension from P&G . 30second spot opens 

Procter & Gamble with a visibly distressed woman leaning 

over a didy kitchen stove . Screen splits, 

revealing new product alongside the 

woman . Avoiceover begins to narrate products 

feature when the screen again splits but this 

time into thirds. A product demonstration and 

competition against generic brand ensues . 

Conret prevails in competition as the voiceover 

announces : "When others can't cut it, Comet 

can ." 

Alka-Seltzer Caplets New York In the increasingly active antacid category, 

Bayer Bayer offers its latest effort to keep astride 

with the competiton . Trademark Al4a- 

Seltzer table,s are joined by new caplet form . 

The spot features a mountain climber taking 

time out from his trek to take an AlkaSeltzer 

and display the ease and convenience of the 

new product. Voiceover narrates the entire 

spot and closes with: "A great new way to 

feel better fast ." 

Milk-Bane Buffalo Animated 30second spot features a feisty 

Dogge Bag Treats Bulldog helping pitch new dog food . The 

Nabisco spot opens with claymation dog chasing 

after a stick that has been tossed by his 

owner. In matter of seconds, the dog 

fetches an entire tree for his owner. 

Voiceover announces this is new 

improved formula that will keep dogs 

healthy and happy.The dog retreats to his 

doghouse with the Doggle Bag product in 

his mouth, Product display closes . 

Entenmann's New York Entenmann's venture into the frenzied reduced 

Reduced Fat Baked Goods fat category begins with this 30-second spot . 

Philip Morris Spot features a slow motion panning shot over 

- an array oPdifferent baked goods while a 

voiceover asks: "Would you be able to tell 

these products were reduced in fat if you were 

blind-folded?" Scene cuts to new package 

which bares the categories unversal sign for 

reduced fat : a green stripe. Voiceover 

concludes : "Well, you would if you weren't 

blind-folded." Tag doses: "The great taste of 

Entenmann's with a !ot less fat ." 

Sm

TIMELESS 

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We pride ourselves in providing full-service 

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offers timeless solutions! 

Visit us at Booth #402 during 

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1 

All the rage in the publishing 

biz is George, the new, allegedly 

political magazine edited by 

ex-assistant district attornev 

John F. Kennedy, Jr. CorrTalk 

spies tell us that last week's 

press conference in New York 

for the launch of the glossy, admagnet 

had everything : loud 

music ; popping flashbulbs, 

brawling paparazzi and clever 

witticisms from the principal 

speakers-everything except 

rim shots, which we've added 

for knee-slappers like these: 

-Co-founder Michael Berman : 

"Being John Kennedy's partner 

is like being Dolly Parton's feet, 

lt's nice but you tend to get 

overshadowed by other features!" 

Ka-chink .t 

-Hachette Filipacchi Magazines 

President David Pecker : 

"I first discussed the magazine 

with John and Michael over 

lunch in a midtown restaurant, 

and I'm sure glad I picked up 

the check!"Ba-durnp! 

-Democratic Adonis John- 

John : "I know what you're 

thinking . John Kennedy starting 

a political magazine is like 

Mark Fuhrman addressing the 


1 

"You wanted more responsibilities so we've decided to hold you responsible for tfds mess ." 

N .AACP convention!" Nervous 

twitters, followed by hearty 

guffaws, followed by sustained 

ovation . 

For those who haven't seen it, 

this latest hope for true American 

political dialectic featured 

Cindy Crawford on the cover. 

Speaking of Cindy, the ubermodel-cum-MTV 

fashion consultant-cum-actress 

has had to 

fend off rumors that her 

spokesmodel voice had to be 

dubbed over for her much 

anticipated movie debut inFair 

Game . 

Untrue, Hollywood insiders 

told New York magazine, 

though in spite of lengthyvoice 

lessons, the final cut of the flick 

features a lot less of Cindy than 

ads might lead us to believe, 

effectively leaving it a Billy 

Baldwin star-turn . Crawford, 

reportedly, didn't pass a series 

of test-screenings . "A couple 

times people laughed," one 

source told New York . "They 

didn't buy her in the role ." As 

what, actress? 

Dennis Miller, at the M7VVideo 

MusrcAu;ards, on virtual reality 

: "Scientists estimate by_the 

end of the century, via the 

means of virtual reality, a man 

will be able to simulate making 

love to any woman he wants 

through his TV set . . . You 

know, folks, the day an unemployed 

ironworker will be able 

to sit in a Barcalounger with a 

Foster's in one hand and a 

channel-tlicker in the other and 

pop Claudia Schiffer for $29 .95 . 

Well, it's gonna make crack 

look like Sanka." 

Tabloid truism. From the New 

York Post: "Michael Jackson 

teamed up with any other person 

pretty much means you've 

got . . . an odd couple ." 

Tapes and testimony at the O .J . 

Simpson trial/media circus 

regarding Mark Fuhrman 

revealed that there just might 

be a racism problem in the 

LAPD . 

Really cool actor and killer 

Johnny Carson impersonator 

Kevin Spacey recently purchased 

one of Carson's signature 

coffee cups at an auction 

of celebrity stuff for "about the 

price of a couple Armani 

suits :"Also for sale at the auctlon, 

Spacey told David Letter- 

man, was Lucille Ball's golf 

cart, "which I didn't need, 

because I already have Bob 

Hope's." 

Huge model and former Playmate 

Anna Nicole (nee Vicki) 

Smith was the topic of a report 

last week on Inside Edition, in 

which her former body guard 

claimed to be in possession of 

a tape of the two of them in 

the throes . The video, Pierre 

DeJean, claims, "makes Hugh 

Grant and Divine Brown look 

like Barney." Which probably 

isn't the direction in which 

we'd take the analogy . 

Professional Secretaries International 

awarded Ocean Spray 

Cranberries the 1995 PSI 

Award for Excellence . The 

award, established in 1992, 

recognizes employers who 

have established policies and 

programs to encourage and 

support the advancement and 

effectiveness of secretaries, 

administrative assistants and 

related office professionals . 

Ocean Spray was selected 

from among 27 entries, which 

did not include Bob Packwood 

. 

-Matthew Grimm

Every weekday morning, NY1 is 

the #1 cable channel in NYC . , More adults are watching NY1 , 

than any other cable channel' In fact, more than twice as many adults are tuned to NYt' 

Morning, noon and night - New Yorkers want to know, what's going on in their city! 

raiktoNrwrork .7al?LoJan Renner.caunim .(z,z)353-0111 

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May 1995, NYC M,F,69AM_ Nm .rg aPN Hcuseiro,'cs (bclM1 cabk i4 rmubk)./w Fw 44k ~pluleE Cen'mbn .Arltt UmWKaeLOCYaUOn »1AV'1^ IM P Lrya-drory MlOW518•+V hX b AAP IFmRak 

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The human body begins showing signs of age at a surprisingly young age . Which is why more and more young people are turning to Longevity Magazine . 

Created for everyone who wants to maintain their health, vigor and appearance, Longevity has a unique point of view . And some unique advantages for 

advertisers . To hear obaut them, call Audrey Arnold, Vice President, Publisher, at 212-102-b000 . She has ways to keep your advertising in superb candition . 

LONGEVITy, REQUIRED VLEADING FOR EVERYONE OVER 20 . 

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AmEx Charges Into Supernmrket Deals - Legacy Tobacco ...

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