Out To Launch

Every week new ad campaigns and websites are launched, and it’s hard to keep up with them all. Just this week Taco Bell came out with “Peel It Off & Win, Baby,” Sure Antiperspirant bounced back into the advertising scene with the re-introduction of its classic “Raise Your Hand If You’re Sure” campaign, and Playtex launched a new website for teenage girls. Find out about these campaigns and others you may have missed in this week’s edition of “Out to Launch.”

Taco Bell revealed details of a multi-media summer ad campaign that will support the release of "Austin Powers in Goldmember," which opens July 26. Mini-Me, played by Verne Troyer, will star in the new Taco Bell effort, per Foote, Cone & Belding, San Francisco. The first TV ad, "Dance," features Mini-Me dancing while attempting to hoard the $1 million prize for himself as the announcer warns "He's small and he wants it all." Radio and POP will support. Beginning July 14 through August 18, Taco Bell customers can also "Peel It Off & Win, Baby!" for a chance to instantly win $1 million and a BMW Mini Cooper, or one of millions of other prizes, including cash and Taco Bell menu items at participating Taco Bell restaurants nationwide. The promotion was created by Wunderman, Irvine.



“London calling" is the theme of a summer ad campaign for a different luxury car: The new effort for Jaguar will be previewed July 22 by Ford Motor Co.'s Jaguar North America unit. Creative touts the brand's British heritage while trying to boost Jaguar's appeal to a younger audience. WPP Group's Y&R Cos., Irvine, Calif., handles the account.

Sure Antiperspirant, known for 'raising hands' and highlighting consumers' confidence, has released a new Confidence Survey to mark the re-introduction of its classic "Raise Your Hand If You're Sure" campaign. The campaign, which originally aired from 1982 to 1987, has been updated and began airing again on July 1st. "With confidence clearly on the rise (according to the survey), and Americans feeling good about themselves, the updated 'Raise Your Hand If You're Sure' campaign is more relevant than ever," says Liz Harvey, Sure marketing director. "It is great to know that Americans are true optimists."

EyeballNYC, the New York City-based design and production boutique, recently traveled to California to produce a four-spot campaign for Adworks' (Washington, D.C.) client Trigon Blue Cross Blue Shield. The Trigon campaign breaks through the broadcast clutter with its use of motor-driven still images that narrate stories of members' experiences with the health care plan. Eyeball's creative vision was maintained throughout the postproduction process using the stills to create a new kind of language with few rules. "It's like painting with a new color palette," said Limore Shur, Eyeball founder and creative director. "There's an opportunity to grab this frame or that and hold it. Using a great frame to emphasize a point makes sense with stills."

In the first initiative of its kind, Stein Rogan + Partners has developed an integrated offline and interactive campaign dubbed "The Active Ingredient" for the Interactive Advertising Bureau. The year-long campaign debuted online on July 8. Print will start running in August. The agency's campaign focuses on real-world examples of the successes major brands are enjoying by adding "the active ingredient" to their media mix. BMW, Volvo, Dove Nutrium, Microsoft's WindowsXP and Palm are among the brands featured in the first wave of creative.

Stuart Little will be one of the national spokespersons for Toys for Tots during the holiday 2002 campaign. He will be an icon of the Toys for Tots program, including the famous Toys for Tots poster, which will be displayed in nearly one million storefronts nationwide. He will also help put on the Toys for Tots National Campaign Kick-Off Luncheon, which will be held in Washington D.C. November 22, 2002.

LIPTON ICED TEA this week broke the bulk of its $3 million print and radio "Real is refreshing" ad campaign. Sister brand Lipton Brisk also launched three 60-second radio ads as part of its "Tastes so good it sells itself" campaign running through Labor Day. Two Lipton Iced Tea radio spots and three print executions, per J. Walter Thompson, New York, tout the "real" tea in a bottle for real people.

Nestle plans to wrest market share away from its rivals in the crowded $1.4 billion snack/energy bar category with a $9 million national print, outdoor and sampling campaign it hopes will separate its PowerBar Pria bars from the pack. A print effort in women's fitness and general interest titles, via Publicis, Dallas, will target active women to drive trial and awareness of Pria's six flavors, including its new creme caramel crisp and strawberry shortcake. Outdoor, event sponsorship and heavy sampling support. Nestle acquired the brand in 2000 and launched PowerBar Pria to cater to consumer demands for a quick-energy snack based on research showing that women's energy needs were not being met with the typically dense large-size energy bars.

Altoids this August will take to the airwaves for the first time since its 1995 U.S. debut to gain attention for its recently launched hard candy, Altoids Sours. The Sours campaign, via Kraft Foods' Callard & Bowser-Suchard unit, like the 1999 launch of Cinnamon Altoids with a sexy siren named "Sindy," teases consumers to sign on to a Web site,, where they can see mini-films featuring the brand. The central theme behind the three films (15-second unbranded versions of which will appear on TV during August) is that "Your Altoids are changing like your body changes," Mr. Postaer said. In the form of a yearbook dubbed "Metamorphases '74," the Web site features old-school-style educational videos dubbed "Sex-ed," "Science Class" and "Health Class" that integrate the round silver tins of Altoids Sours in Citrus and Tangerine.

Other cool new websites: Alloy Design, the marketing and media division of 360 Youth, has developed an online summer promotion for Playtex designed to allay teen girls' worries about wearing a bikini during their periods. Called "AJ's Beach Madness Game," the effort lets teenagers guide fictional character, Amanda James, on her surf board as she rides the waves. It also features beach bag essentials highlighting Playtex products and e-cards that invite friends to play the game. The program, which aims to drive trust, loyalty and product trial for the brand, can be found at the Amanda James Web site: The site, created by 360 Youth in January, is meant to serve as a place for teen girls to learn about health and body issues through Amanda James, a virtual "older sister." The Web site and promotion is being marketed through in-school advertising and 360 Youth properties, including and Alloy's catalog.

And finally: The Chick-fil-A Cows have gone interactive and taken over of the company’s web sites. The corporate ( and the cow campaign ( - misspelled intentionally - web sites launched on June 3. The cows, one of the most successful advertising campaigns for quick-service restaurants, was created by The Richards Group. The challenge for Richards Interactive was to bring that campaign online, while at the same time presenting the Chick-fil-A corporate history and culture in a way that was as unique and compelling as the cow campaign. Richards Interactive not only updated the look and usability of the corporate site, it also worked to ensure that the site was brand-consistent by adding the Chick-fil-A logo as a background image and using the company colors to design the pages. Now the look and feel is representative of the advertising and in-store branding.

-- This newsletter is compiled weekly by MediaPost staff writer Lindsey Fadner. Past issues are archived at the MediaPost website. Your comments, questions and submissions are always welcome and appreciated.

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