Gillespie will roll out Sierra 'safety-freeze' By M.H. Moor

NEW YORK--The Gillespie Organization of Princeton, N.J., has been tapped for the launch of an environmentally friendly anti-freeze from Safe Brands Corp.

According to sources who also pitched the account, billings for the national launch of the brand, which is called Sierra, will be $10-20 million.
In winning the account, Gillespie beat out Bozell and incumbent agency The Scott Anderson Group, both of Omaha, Neb.
Sierra is the first product to be launched by Omaha-based Safe Brands, a division of Warren Distribution.