NEW YORK Centerfolds and chocolates are in vogue at the aptly named Sugartown Creative, which has added assignments from Penthouse and Godiva following separate competitions.
The New York shop outpaced crosstown finalists AKA and Modco to win Penthouse, according to Source Martin, the consultancy that ran the review. The magazine seeks to soften its image and broaden its appeal among consumers and media buyers alike. The initial media budget is about $500,000, but the contenders were drawn by the opportunity to work on an iconic brand [Adweek Online, Oct. 18].
On Belgian chocolatier Godiva, Sugartown succeeds Margeotes Fertitta Powell, which did not defend.
MFP, part of the MDC Partners network, held Godiva's U.S. business for 28 years and picked up global duties following a pitch in April 2005.
Godiva spent $7 million in U.S. measured media in 2005, and estimated global spending was $12 million when Godiva reviewed last year.
Former MFP executives Fritz Westenberger and Jolie DeFeis launched Sugartown in 2004. The agency handles Bacardi, also a former MFP client. And it has worked with Sting and his wife Trudie Styler on a line of organic foods created at the duo's Tuscan villa of the same name, Il Palagio. On that assignment, Sugartown traded creative fees for a percentage of the profits.
Recent MFP work for the client included last year's "Diva" campaign, a print and outdoor effort that targeted women 30 and under by equating Godiva chocolates with luxury products featured in upscale magazines. Copy played on the word "Diva" as part of the Godiva name. The chocolatier is owned by Campbell Soup Co.