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Tom Berenger Enlisted to Attract Women
NEW YORK-Looking beyond its core market to target women, Quaker State has replaced comedian-pitchman Denis Leary with actor Tom Berenger, known for Platoon and Someone to Watch Over Me, in new ads from The Tucker Partnership.
William Tucker, the shop’s managing partner, noted that in tests Berenger scored higher with women than Leary.
“Berenger has a macho image, but a romantic persona as well,” added client representative Courtneye Wolf.
The estimated $20 million campaign breaks June 1 on radio and TV, as Quaker seeks to expand upon its traditional 18-34-year-old male base.
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