New Campaigns: Western

Client: Specialty Brands, San Francisco Agency: Hyett, Broadbent & Heimbrodt, San Francisco Creative Director/Copywriter: Tony Broadbent Art Director: Paul Collis Photographer: Allan Rosenberg In a new national print campaign launched this month, Hyett, Broadbent & Heimbrodt is attempting to convey the freshness of Specialty Brands' Spice Islands seasonings by moving away from the products' signature clear glass bottle. This is the agency's first effort for the brand, and Spice Islands' first print campaign in nearly five years. The three initial ads, for basil, black pepper and cinnamon, show the Spice Islands' bottle top and label placed in a container brimming with each respective herb or spice. The tagline is, "See, smell, taste the difference." "The spice category is close to being a commodity marketplace," said Tony Broadbent, agency co-principal and creative director. "It's necessary to remind people why [Spice Island] is different. The ads express the idea that these herbs and spices are 'bottled' at the source, which is why they are so fresh-tasting." Spice Islands wants people to think about buying fresh seasonings, Broadbent added. The ads are running in consumer magazines, including Gourmet, Sunset and Family Circle. -Jane Irene Kelly Client: NW Natural Agency: AKA Advertising & Sass, Portland, Ore. Creative Director/Copywriter: Doug Lowell Art Director: Marc Sobier Director: George Jecel Producer: Julia Roberson With the utilities market becoming ever more crowded because of deregulation, NW Natural (formerly Northwest Natural Gas) is looking to build brand awareness. AKA Advertising & Sass has created an image campaign to remind customers that the "local" company understands their needs. Two 30-second TV spots feature a roaming camera searching for the source of an unseen conversation. It turns out that the talk-covering such Northwestcentric subjects as steelhead fishing and the Sasquatch-is among NW Natural employees at work. The spots, shot in Oregon, will run at least through December. -Angela Dawson Client: Sazerac Company, New Orleans Agency: Houston Helm and Company, Los Angeles Creative Director: Dan Mountain Art Director: David Gassman Copywriter: Jeff Jenks Houston Helm and Company has recently completed its first print work for the Tequila Herradura brand of tequila from the Sazerac Company. Billings for the campaign are estimated at $1 million. The first print ad features a single margarita glass with a lime garnish, set against a white backdrop. The glass contains a bit of Herradura tequila, not a traditional margarita. The copy, running across the top and bottom of the page, reads, "The Herradura Margarita. Perfect just the way it is," suggesting that Herradura can be sipped without mixers. "We wanted to bring [those familiar with tequila] to it as a premium spirit," said Houston client services director Hunter Phillips. The first ads appear in November general interest magazines, including Rolling Stone and Buzz. A second wave is set to break in spring of 1998. -Teresa Buyikian

Brand Marketing

New Campaigns: Western

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