BBDO Ready With New Tag for Everest

CHICAGO—BBDO Chicago will introduce a new tagline for Wm. Wrigley Jr.’s Everest extreme mint-flavored gum in print ads breaking in April. The new line, “Mint gum without mercy,” replaces “Some like it cold,” which ran in spot markets. One execution depicts the Everest tin container with a corner magnified to reveal a mountain climber being attacked by a polar bear and a flag reading, “Send help.” The Chicago-based company is ex pected to spend up to $5 million on the campaign, according to a com pany executive.

GJ&P Hires Seifert for U.S. Office

CHICAGO—Gee, Jeffery & Partners, a Canadian agency, hired Tim Seifert as chairman of its recently opened U.S. headquarters in Cincinnati. Seifert came out of retirement to take the post. He spent his career starting a number of shops in the area. Seifert will oversee Broadwing Communications’ Cincinnati Bell business.

Semifinalists Ready Case Studies for Papa John’s

ATLANTA—Papa John’s Pizza, which placed its $40-45 million account in review in December, has whittled the list of contenders to nine. Among those vying for the business are Grey, New York; Austin Kelley, Atlanta; Schafer, Condon Carter, Chicago; and two Louisville shops, Doe-Anderson and PriceWeber. Chris Jacobsen, senior director of marketing communications at the Louisville, Ky.-based chain, declined to confirm the agencies. Shops will prepare two case studies for integrated campaigns. Four finalists will be issued creative assignments. A decision is expected in March.

CM Lays Off 30 Following KeyCorp Loss

CHICAGO—Campbell Mithun laid off 30 employees, or about 5 percent of its total staff last week, as a result of its creative-duties loss on KeyCorp’s $20 million account and “a softening revenue picture,” according to an agency representative. KeyCorp moved its account from the Minneapolis agency to Northlich in Cincinnati and GSW in Columbus, Ohio, last month.

A-B Uses Club Imagery for Bacardi Silver Launch

CHICAGO—Anheuser-Busch launches its Bacardi Silver malternative entry with four TV spots to run during Olympics coverage. The spots are tagged, “Your night just got more interesting.” Advertising was handled by Momentum in St. Louis. A-B said it will spend $60 million this year behind the launch. TV shows twenty-somethings backed by Semisonic’s song, “F.N.T.” Bacardi Silver, a mixture of Bacardi Rum and citrus, will roll out on Feb. 18 in a clear-bottle package featuring Bacardi’s red and black bat logo.

Copper’s TV Spot Heralds Whirlpool’s New Line

CHICAGO—The first TV work for Whirlpool’s upscale Cielo Bath Furnishings line breaks today. The 30-second spot from Copper in Kalamazoo, Mich., will run on HGTV and carries the tagline, “Transcend the everyday.” Print breaks later this month in both consumer and trade-shelter publications. The Benton Harbor, Mich., appliance maker is expected to spend about $5 million on the Cielo line.