• Brandweek, Wednesday, March 12, 2008 10:30 AM

Betty Crocker is rolling out Decorating Cookie Icing, which it touts as the first "easy-to-use" professional decorating icing. This form of hard-drying icing--used for gingerbread houses, wedding cakes and cookies--is difficult to create at home, says Kristi Bridges, creative director at The Sawtooth Group, which handles advertising for the product.

The first TV ad breaks this week on ABC Family Network, Food Network, HGTV and Lifetime. Bridges says the 15-second spot is designed to promote cookie baking and decorating as a fun, bonding experience for the whole family. Tagline is: "Bake Life Sweeter." It will run through Easter.

New versions will be launched around the back-to-school period in late August, Halloween, Christmas and Valentine's Day 2009. Depending on the success of the product, the campaign may expand, according to Bridges.

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