M1 Poised To Win Breathasure

After a three-month search, breath freshener BreathAsure is in negotiations with the M1 agency to handle its estimated $6-8 million account, sources said.
Anthony Raissen, BreathAsure’s founder and executive vice president, confirmed that the company had selected an agency, but was still “crossing the t’s and dotting the i’s” on the contract. He declined to name the shop, but said the contract should be finalized early this week.
The Calabasas, Calif.-based company previously handled its advertising in-house. M1 executives declined to comment.
The informal review’s other Southern California contenders included Colby Effler & Partners and WPA Communications, both Santa Monica; Buckley/Friedman Advertising and Public Relations in Costa Mesa; and undisclosed others, according to sources. The agencies made only strategic presentations to the client, said Raissen.
The winning agency will handle creative duties and media planning for the client. Media buying will continue to be handled in-house, Raissen said. The creative work will include TV, radio and print advertising supporting the company’s breath freshener products, and the agency will also be charged with maintaining its Web site at www.breathasure.com.
“We have several new products and are gearing up for the new millennium,” Raissen said.
BreathAsure markets several natural breath freshener products, including the original BreathAsure, a product that contains parsley and sunflower oils in a soft gelatin capsule. The company, which was founded by Raissen and his wife in 1992, also markets products including BreathAsureD, which freshens breath and aids digestion, and PureBreath for pets.
M1’s other clients include Heavenly Ski Resort, Oakley Sunglasses and Digital Music Express.