T.G. Madison Has a New Look for Cola Client
ATLANTA–After winning the Double Cola account this summer, T.G. Madison last week unveiled its new packaging for the client’s flagship brand and its Ski citrus drink at the Interbev ’98 industry trade show. Double Cola is being positioned for a younger market. “It’s not the cola for people who are worried about what other people are drinking,” said Joanne Truffelman, who chairs the Atlanta agency. “It’s for people who are too cool to care.” Ski, which retains some of its “original brand personality,” is targeting more active consumers. The new designs will be seen by the public early next year, supported by a new ad campaign, promotional items and point-of-sale materials.
Doner Gets InsureNow, Breaks Teligent Work
ATLANTA–InsureNow Direct has placed its account with Doner Direct in Baltimore. The client, which is underwritten by Peoples Benefit Life and Health Insurance, provides its products directly to consumers. Client official Brian Smith said Doner was selected for its financial services and direct marketing capabilities. The first work for InsureNow will break early next year. Billings were not disclosed. Doner’s Baltimore office also broke a print, outdoor and direct marketing campaign for Teligent’s SmartWave communication services.
Cinemark Is Screening Shops for 1999 Role
DALLAS–Movie theater operator Cinemark USA here has begun evaluating agencies for a 1999 rebranding campaign involving its 200 domestic and foreign properties. A request for proposal issued last month seeks ideas for print and broadcast advertising, public relations and marketing activities. Media buying is expected to remain in-house. Budget recommendations will be made by the contenders, who had not surfaced at press time. Cinemark officials did not return calls.
Blockbuster Puts Customer Loyalty to the Test
DETROIT–Blockbuster Entertainment of Dallas is testing a video rental customer loyalty program in 10 cities. The company plans to roll out “Blockbuster Rewards” nationally early next year, sources said. Brierley & Partners in Dallas helped introduce the test program. W.B. Doner & Co. in Southfield, Mich., which recently won the creative assignment on the $160 million account, is expected to handle national work as the program launches, sources said.
Au Bon Pain Holds Agency Tete-a-Tetes
BOSTON–Au Bon Pain, the chain of French bakery cafes, has begun hearing presentations from agencies. The client is evaluating three to five shops, said Samuel Yong, president of the Boston-based operation. Yong declined to identify the contenders. Several agencies, all with fast-food or retail experience, have met with Yong recently to discuss the assignment, sources said. Geography is not an overriding factor, but the contenders are mainly from the East and Midwest.