T.G. Madison Lands Double-Cola

T.G. Madison here continued its strong 1998 new business streak last week when the agency was named to handle Double-Cola USA.
The Chattanooga, Tenn.-based soft drink maker picked T.G. Madison from a field of undisclosed contenders. Client executive vice president Gil Thomas said ad spending would be “in the millions” but would not disclose a figure, citing competitive reasons. There was no incumbent, and ad efforts have been dormant for the last few years.
The account will start small as the client rebrands its beverage line, which includes Double-Cola, Diet Double-Cola, Ski, Diet Ski, Double-Dry Ginger Ale and flavored drinks marketed under the Jumbo name.
“[The agency] is responsible for everything from strategic planning to package design to advertising,” said Thomas.
Agency chairman Joanne Truffelman said that the shop’s first consumer work on the brands will not break until the first half of 1999.