Pepsi Registers Two New Lines As BBDO Prepares Next Work

NEW YORK PepsiCo and BBDO New York are developing a campaign that positions the cola as complementary to food, sources said. The work, now in production, is scheduled to break during the holiday season. Replacing the 3-year-old “Joy of Pepsi” campaign from the Omnicom agency, the ads will continue to portray Pepsi as a youthful, fun refreshment. The Purchase, N.Y., client registered two lines with the U.S. Patent and Trademark Office on Oct. 9: “Pepsi. It’s the cola,” and “How ’bout a little Pepsi?” It could not immediately be determined whether either line will be part of the new campaign. Sources said BBDO is working with Joe Pytka, who will direct most, if not all, of the new work. A client rep declined to comment, as did a BBDO executive.

Fidelity Investments Launches Review for $75 Mil. Account

BOSTON Fidelity Investments has sent out requests for proposal for its $75 million ad account, sources said. Havas’ Arnold Worldwide in Boston handles the Boston-based mutual fund provider’s account. Arnold’s most recent work for Fidelity, which launched last month, maintained the positioning line “Personally invested,” introduced in April. So far this year, Fidelity has spent about $50 million on advertising, according to Nielsen Monitor-Plus. Joanne Davis Consulting in New York is assisting in the agency search. Arnold declined comment. Fidelity did not return calls.

Ford Strikes Deal With Film Co. To Get Starring Role in Movies

LOS ANGELES Revolution Studios, here, has forged a multi-film partnership with Ford, giving the automaker a role in developing movies that spotlight its vehicles. The deal gives the Lincoln Navigator a leading role in Revolution’s summer 2004 film Are We There Yet, starring Ice Cube. The 3-year-old production house has produced films including Black Hawk Down and XXX. The alliance, negotiated by J. Walter Thompson in Detroit and Entertainment Media Ventures in Los Angeles, includes Ford’s domestic and import brands. It injects Ford into the creative process, allowing the cars to be written into scripts rather than added as an afterthought, said Jan Valentic, Ford’s vp, global marketing. Valentic said three-quarters of Are We There Yet, which starts production this month, will take place inside the SUV. The financial terms of the deal were not disclosed. Ford has invested large sums in television and movie placements, notably its sponsorship of the season premiere of the Fox hit 24.

Testimony Ends in Color Wheel Case; Closing Arguments Set for Today

NEW YORK Testimony in the trial of the two remaining defendants in the Color Wheel scandal concluded Friday, with closing arguments scheduled for today in Federal District Court in New York. The government has accused the two co-defendants, Birj Deckmejian, a former Color Wheel salesman, and John Steinmetz, a former vp and associate director of graphic services at Grey, of overbilling, fraud and taking kickbacks while contracting print work for Grey client Brown & Williamson. Steinmetz worked under Mitch Mosallem, the former head of the agency’s print production department, who pleaded guilty to fraud charges in April. Mosallem will be sentenced following this trial’s conclusion.

Shops Await Decision in $115 Mil. Tylenol Review

NEW YORK Six agencies are waiting for a decision in the estimated $115 million Tylenol review, following creative presentations last week. Sources said the pitches took place over three days. On Tuesday, the Boston office of IPG’s Hill, Holliday, Connors, Cosmopulos presented in the morning, and IPG’s The Martin Agency in Richmond, Va., went in the afternoon, according to sources. IPG’s Alchemy in New York presented Wednesday afternoon, and three New York shops pitched on Thursday: the incumbent, Publicis’ Saatchi & Saatchi, in the morning, followed by Omnicom’s TBWA\Chiat\Day and IPG’s Deutsch in the afternoon, sources said. Each agency had up to two and a half hours. The client panel included a dozen executives from Johnson & Johnson and its McNeil Consumer & Specialty Pharmaceuticals division, including J&J vp of advertising Andrea Alstrup and McNeil vp of marketing Ashley McEvoy, according to sources. The agencies declined comment, and the client did not return calls.