Martin/Williams’ Loss Of Coleman Opens Door To Johnson Worldwide

While breaking its first campaign for Breathe Right nasal strips, Martin/Williams in Minneapolis was also planning its initial work for Johnson Worldwide Associates after winning the $6 million account last week.
Steve Collins, partner and strategic client supervisor at M/W, said the Johnson account win could partly be chalked up to good timing. The outdoor outfitter had been searching for a new agency since April, when Carmichael Lynch, Minneapolis, resigned the account.
M/W initially took itself out of the running for the account because of conflicts with a client, The Coleman Co. of Wichita, Kan. But when Coleman moved its $5-10 million account to Tarlow Advertising, New York, in September, M/W called Johnson.
“We got in just at the last minute,” Collins said. Based on its experience with outdoor products, M/W was awarded the account over Foote, Cone & Belding in Chicago, the other finalist, he said.
Separately, M/W launched its first campaign for CNS Inc.’s Breathe Right nasal strips. The $10 million effort shifts the product’s target market away from athletes and snorers and toward the general sleeping population.
“Not a lot of people know that a lot of tossing and turning [in your sleep] is related to your nose,” Collins said.
The tagline for the new campaign is “Breathe Right. Sleep tight.” A 30-second TV spot, “Swan,” broke Nov. 3 in late night and morning slots on broadcast and cable networks and syndicated programming.
In it, a sleepless woman’s bedroom becomes a peaceful lagoon after she applies a Breathe Right nasal strip and falls into a deep slumber.
M/W won the account in April after a competition with Campbell Mithun Esty in Minneapolis. The incumbent on the business, Sietsema Engel & Partners in Minneapolis, closed its doors in March following the loss of Breathe Right and other accounts.