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NEW YORK Gillette division Duracell this week will break TV spots that extend its current “Trusted everywhere” campaign with tie-ins to the VHS/DVD release of The Lord of the Rings: The Two Towers and also with rock group Bon Jovi.
The effort will be anchored by two 30-second TV spots, via independent The Acme Idea Co., Norwalk, Conn., as well as print and other promotional support. Spend was not revealed. Duracell spent about $40 million on media in 2002, per TNS Media Intelligence /CMR.
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