Frank and Ed, the duo who helped make Bartles & Jaymes Wine Coolers a big brand of the 80s, are back. While auditions to replace the original actors--one of whom is dead--are ongoing, classic ads will
kick off a new two-year ad campaign. The brand and competitor California Coolers are targeting women over 35, the same folks who helped make the category in the first place. "There are millions and
millions of lapsed users," says Blair Owens, a manager at Gallo. And at California Coolers, "we want to get them to try it again and bring them back to the franchise," says Greg Warwick, vice
president-marketing at parent Majestic Brands. "Over the last 10 years, beer and malt sales are down, while wine has been increasing. We're targeting women who recognize California Coolers and have
fond memories about it." The new Frank and Ed soon will start by appearing at media-centric events like movie openings and sports venues. "We're getting them off the porch and placing them in 'fish
out of water' situations where you wouldn't expect to see them," says Owens, who added that women 25-35 will be the next target.
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