Candy Maker Taps North Castle

BOSTON-North Castle Partners in Stamford, Conn., is savoring some sweet business from Life Savers Co., a division of Nabisco Foods.
The agency was recently handed a creative assignment for Life Savers’ Bubble Yum bubble gum, Fruit Stripe gum and Now and Later candy, in addition to other undisclosed brands. Media buying is a possibility, sources said.
Agency representative Marke Rubenstein confirmed the assignment but referred additional questions to client executives, who did not return phone calls by press time.
North Castle’s broadcast and print ads for Slim Jim Snacks caught the attention of executives at Nabisco, who then contacted the agency, according to sources. The Slim Jim executions, featuring professional wrestlers and skateboard-toting teenagers, target the youth market.
Life Savers has worked primarily with Foote, Cone & Belding in New York and Long Haymes Carr in Winston-Salem, N.C.
Long Haymes lost its portion of the Life Savers account in mid-July, after the client relocated to Nabisco headquarters in Parsippany, N.J.
“The reason they gave was strictly logistics,” said a Long Haymes official. Long Haymes remains the agency of record for Nabisco’s print and outdoor media, the representative said.
FC&B is largely unaffected by the client’s selection of North Castle, according to officials at the New York shop. FC&B currently works on such brands as Life Savers, Breath Savers, Gummi Savers, Carefree, Stickfree and Ice Breakers.
Billings on North Castle’s assignment were not disclosed. According to Competitive Media Reporting, however, the Planters and Life Savers division of Nabisco combined spent $29 million last year on advertising. -with Katy Eckmann and Jennifer Comiteau