For Rothman's, It's a Wrap | Adweek For Rothman's, It's a Wrap | Adweek
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For Rothman's, It's a Wrap

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BOSTON Re:Think Group has crafted a newspaper wrap for Rothman's that will grace the March 27 and 28 editions of the New York Post.

Fifty thousand copies of the paper will be given away in Manhattan to promote the men's clothing store located at 17th Street and Park Avenue South.

The Rothman's Man, a satirical "superhero clothing star" well known in local ads, will be featured in the full-color wrap. The front page spoofs tabloid journalism with the headline, "Abducted by aliens!" On the back page, where the Post usually covers sports, the character is shown shooting hoops.

"The Rothman's Man has become a cultural icon of the fashionable clothing that Rothman's sells," said James Offenhartz, ecd at Re:Think, an independent shop in Stamford, Conn. "The character provides us the opportunity to create ads that are fun, memorable and at the same time delivers the message about Rothman's and the quality of its product."

The newspapers will be given away in Grand Central Station, Union Square (where the store is located), Wall Street, and on New York's Upper East and West Sides. The client spends about $500,000 annually in measured media, per Nielsen Monitor-Plus.

Other Re:Think clients include ABB, Antares Real Estate, Marsh McLennan, Iona College and Praxair.