Reese’s Breaks First Peanut Butter Cup Ads in 15 Years

NEW YORK—Hershey’s Foods Corp. today is launching the first new TV campaign for Reese’s Peanut Butter Cup in 15 years. Spending for the effort, which is by New York’s Ogilvy & Mather, is estimated at $15 million, sources said. Two spots, set in a veterinary waiting room and on an escalator, feature men oblivious to chaos around them because they’re enraptured by their Peanut Butter Cups. The ads will air nationally on network and cable TV stations.

3 Contend for $10-20 Mil. Coors Light Hispanic Biz

DALLAS—Coors Brewing is set to select a new Hispanic agency for its estimated $10-20 million Coors Light account. Contending are Bromley Communications and Cartel Creativo, both in San Antonio, and Dallas-based Publicis Sanchez & Levitan, sources said. Coors previously worked on a project basis with Casanova Pendrill Publicidad in Irvine, Calif. Coors’ general-market agency is Foote, Cone & Belding in Chicago. A decision is due next month.

CP+B to Unveil New ‘Truth’ Spots

ATLANTA—Crispin Porter + Bogusky’s latest “Truth” anti-tobacco TV commercials for the Florida Department of Health in Tallahassee break this week in Florida. In spots concerning second-hand smoke, Miami-based CP+B retains its teen demographic, but shifts its focus from adolescent rebellion. Three 30-second “Lab Rats” spots will air through the summer on cable and broadcast stations.

Proposed Bill Could Give FDA Power to Regulate Ads

WASHINGTON—A new bill introduced Friday would give the Food and Drug Administration authority to regulate the advertising, marketing, manufacturing and sale of tobacco products. The bill, introduced by Senators Edward Kennedy (D-Mass.), Mike DeWine (R-Ohio) and Richard Durbin (D-Ill.), is aimed at curbing tobacco companies’ efforts to target teens, the lawmakers said. Ad lobbyists counter that the bill is unnecessary, because the Federal Trade Commission is already authorized to regulate tobacco ads.

Euro RSCG Promotes Jones to Lead Reckitt Account

NEW YORK—David Jones has been named global brand director for Euro RSCG Worldwide’s Reckitt Benckiser account. Jones, who will be based in London, was previously CEO of Euro RSCG Partnership Sydney. He is charged with coordinating branding strategy worldwide.

Panoramic’s Baglivo in Talks With Agencies

NEW YORK—Panoramic Communications CEO Mary Bag livo is exploring jobs with other agencies, including Arnold, according to sources. Baglivo, who joined Panoramic last September, was formerly chief operating officer of J. Walter Thompson North America. Baglivo could not be reached; Arnold officials did not return calls.

Account Activity

Trane HVAC Systems & Equipment is hearing pitches for its $7 million account from four shops this week, sources said. They include OgilvyOne, Foote, Cone & Belding and Kirshenbaum Bond & Partners, sources said. … Three shops are vying for Sun Microsystems’ interactive duties, sources said: Carat Interactive; SF Interactive; and the team of Grey Global Group’s Beyond Interactive and Grey Interactive.