True North is back, this time in snack form

Nuts copy

Ad-agency buffs will remember True North, the short-lived parent of Foote Cone & Belding, acquired by Interpublic Group in 2001 for a tidy $1.6b as in billion. No disrespect intended by Frito-Lay, as TrueNorth (squashed together as one word) is the chosen name for its new healthy-snack line. A heavy hitter in its heyday, True North the ad company maintained a formidable client roster, not the least of which was Quaker, which, like TrueNorth the snack, now operates under PepsiCo. But can ad-company monikers true-ly move packaged goods? Would an Omnicom trail mix or an Interpublic oatmeal bar fly off the shelves? Presumably the kind of odd consonant-digit combo that once gave rise to Bcom3 (mercifully unnamed by Publicis in 2002) will not be under consideration.

—Posted by Jim English