Wieden PowerBar Ads Warn: ‘Don’t Bonk’
LOS ANGELES–Wieden & Kennedy, Portland, Ore., breaks a $20 million TV campaign for PowerBar today promoting the product’s ability to keep people’s energy up when they need it most. The new tag, “Don’t Bonk,” echoes a locker room warning against low blood sugar levels that can mean shaky limbs and a fuzzy brain. Three spots will air primarily during sports programming on network, cable and spot TV. Radio breaks nationally in June, and print in July.
Del Taco Takes On Taco Bell in New Spot
LOS ANGELES–Del Taco breaks a 30-second TV spot this week touting its new barbecue sauce. Italia/Gal, Los Angeles, created the commercial, which takes a shot at the Laguna Hills, Calif.-based fast-food company’s much larger rival, Taco Bell. In the spot, a limo enters a Del Taco drive-thru. The car’s license plate reads, “Yo Quiero,” a reference to Taco Bell’s talking Chihuahua.
Former A-B Execs Found LatinWorks
DALLAS–Two former Anheuser-Busch marketers have formed a new independent Latino agency, LatinWorks Marketing, in Los Angeles and Austin, Texas. Managing partners are Manny Flores, former vice president of marketing development at A-B, and Alejandro Ruelas, A-B’s former ethnic marketing director. Initial clients include Miller Brewing and Austin-based Celis Brewing.
Goodby Breaks Work for The Wall Street Journal
SAN FRANCISCO–Goodby, Silverstein & Partners, San Francisco, unveiled its first work for The Wall Street Journal last week with an outdoor campaign appearing in major cities nationwide. The $10-15 million effort uses the tag “Adventures in capitalism,” and images of mock WSJ mastheads. Print ads break this week in the WSJ itself and other publications. The campaign is targeted primarily at young business executives who are passionate about their careers, said Celia Currin, director of marketing communications for the New York-based newspaper.
Reviews Roundup … Phelps Advances
The Phelps Group in Los Angeles has picked up ad duties for Advanced Research Laboratories, marketer of Thicker Fuller Hair, Citrashine and other beauty products, after a review of Southern California shops. Billings are estimated at $2 million, sources said. … Western Initiative Media, Los Angeles, is looking for a public relations firm after parting ways at the end of last month with Rogers & Associates, Los Angeles. Western wants a shop with global capabilities. … Freightliner Corp. will begin sending letters out this week to shops about its national business-to-business account, estimated at under $1 million. The Portland, Ore.-based truck manufacturer and Young & Roehr Group, its agency of 23 years, have mutually agreed to end their relationship.