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Kovel/Fuller today launches Playboy’s largest ad campaign in a decade with a branding effort that plays up the Bunny brand’s wide reach and appeal with men.
The consumer and trade campaign is comprised of print, outdoor and Internet ads, and backed with an estimated $5-10 million in spending, said sources.
With no themes or taglines, Kovel/Fuller’s consumer ads employ a “Bunny dot.com” strategy in which the famous rabbit-head icon and the text “com” are linked by various images forming the dot.
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