New Campaigns

Client: Teacrest Corp., Bedford, N.Y. Agency: RocketScience Creative, New York Creative Directors/Copywriters: Pat Peduto, Amy Krakow Art Director: Harry Wackett Graphic Designer: Yana Golodnaya RocketScience Creative will break in March its first work for T42 ("Tea for two"), a line of natural herbal and green teas targeted at health-conscious heads of households ages 25 to 54. Posters will utilize a sepia image of a cuddling couple, with spot color to highlight a superimposed image of a T42 bottle. According to agency principal Pat Peduto, the "antique" photo was used to create a feeling of romance and socialization, to counteract the individualism of most beverage advertising, including images of lone athletes or one person enjoying a drink. The idea of people relaxing while sipping bottled drinks is "ground that hasn't been trampled," said Peduto. The tagline reads: "Who deserves T42 other than you?" The work is the first above-the-line attempt by the client to reach consumers. The campaign will be a "guerrilla" effort--outdoor posters will initially be plastered across New York. The image will also appear on collateral material given out at promotional events. The product, which contains no preservatives, has only been available in upscale locations such as Gourmet Garage and Food Emporium, although the client is increasing its distribution in New York. RocketScience won the account without a review in December; billings were undisclosed. T42 hopes to eventually develop a niche among discerning consumers in a category dominated by Snapple, Mystic and Lipton. --Sloane Lucas Client: Israel Experience, New York Agency: Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York Creative Director/Copywriter: Israel Garber Art Director: Craig Silverman Messner Vetere Berger McNamee Schmetterer/Euro RSCG is hoping to persuade Jewish teens and young adults that, among other things, "Israel is phat" in a print and radio campaign for Israel Experience. New advertising for the nonprofit organization utilizes hip, youthful language intended to "create a buzz and excitement" about educational vacations in the Middle East country, according to Ivy Abrams, national marketing director for the client. A series of eight print ads touts a selection of more than 200 enriching trips to Israel. Each execution showcases a locale and activity. One shows two young women playing in the Dead Sea mud baths. Beneath the headline ("Start your day off with mud"), the copy reads, "Fortified with 10 essential vitamins and minerals." A counterpart shows three male college students floating effortlessly in the salty waters of the Dead Sea. Copy reads, "Israel. It's dry and sandy. But you already knew that." Some ads reach for teens' less cerebral instincts, with invitations to "Party the Red Sea." A radio spot uses the "Israel is phat" line. The other ads deal with sports, food and the Internet, all of which the client feels will help catch youthful eyes. The ads all highlight the organization's Web site (www.israelexperience.org) and all carry the line, "Your personal guide to Israel summer and student programs." The campaign is the first advertising effort for the organization, and coincides with the 50th anniversary of the founding of the country. The work breaks in February issues of Seventeen, YM and Spin magazines. Collateral support, including brochures and posters, will be distributed in retail locations such as Tower Records. Spending on the effort was undisclosed. Israel Experience is dedicated to promoting Israel as a vacation destination for North American Jewish youth. It was founded by the State of Israel Ministry of Tourism, the Council of Jewish Federations and the United Jewish Appeal, among other groups. --S.L.

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