KBS+P Preps Push for Diesel Cars

Campaign to break later this month

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Kirshenbaum Bond Senecal + Partners is branding diesel.

In late June, the New York shop will begin to roll out a national campaign that will position diesel-fueled cars as efficient and powerful. The effort will include a new website, logo and a tagline that will appear in ads for individual German auto brands, according to agency president Ed Brojerdi.

The push is the first of its kind in the U.S., where light diesel vehicles represented less than 3 percent of all sales last year.

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