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New advertising from Asher/Gal & Partners for energy drink newcomer Lipovitan B3 takes aim at the seemingly endless universe of sluggish office workers.
The decline in office productivity in the afternoon is not a result of apathy, the ads say, but a physiological problem B3 can address. Ken Gal, president of the Los Angeles agency, said he hopes B3 will get butts moving in the workplace, but not necessarily on the dance floor.
Unlike rival Red Bull, B3 is not targeting Gen X ravers at nightclubs.
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