To prove deodorant advertising doesn't have to be the pits, Y&R Advertising, New York, created a scratch & sniff ad with scent strip for Colgate-Palmolive Co.'s Lady Speed Stick. The ad breaks in October magazines. In case you wonder what a Speed Stick lady's underarm smells like, the new fragrances are Orchard Blossom, Wild Freesia and Caribbean Cool. Copywriter is Richard Butt, and art director is Anne Hasegawa. And as they say in the advertising: "Exciting armpits. Wow!" What's next? Scratch & sniff mouthwash ads?
Retailers discount role of agencies
Wall Street is no longer a fan of marketing, and retailers are taking the cue. Robin Burns, president of The Limited's Victoria's Secret Beauty, extolled the virtues of an in-house agency to investors at a Banc of America conference in San Francisco last week. Burns declared: "The biggest time waster is partnering with a third party." Dollar Tree Stores CFO Frederick C. Coble opined, "Word-of-mouth will be the single most important driver of new business." But not all retailers are mean-spirited about marketing. The Gap Prez Mickey Drexler, in a mea culpa for back-to-school marketing missteps, told other analysts earlier he's looking for ad agency help for his in-house department. Only, he said, don't tell agencies because he didn't want to be inundated by them.
Ad shop crafts boat perk for prez
There are the Beemers, the chauffeured limos and the car service perks that enable top agency execs to commute comfortably to and from the office, but for Clint Schramm to agree to become president of Christopher Thomas Advertising, where he had been production chief, it took a boat. The $50 million shop's HQ is in Stamford, Conn., and it also has offices in Boston and on Long Island, where Schramm lives and was working for the agency. A boating enthusiast and holder of a Coast Guard captain's rating, Schramm was unwilling to relocate to Connecticut or spend 4 hours a day, minimum, commuting by car. So the agency bought him an Osprey 24, and the shop's new skipper now pilots the good ship "Christopher Thomas" on half-hour crossings to and from home.
From tea company with love: 007
Sean Connery has ditched the martinis of his James Bond days and the whiskey of his native Scotland in favor of a cup of tea. The best Bond, still revered at age 70 as one of the sexiest men in the world, was signed by German tea company Teekanne to persuade the coffee-craving nation to drink more of the British favorite. The campaign from TBWA Worldwide, Frankfurt, also will run in other countries including the U.S. The advertising breaks in a couple weeks, and 007 will face a big challenge with his license to shill -- the average German drank 163 liters of coffee in 1997 vs. just under 25 liters of tea. Says Margit Appleton, a veteran of the German ad world who now works for ad magazine Der Kontakter: "Sean Connery should bring qualities of masculinity, heroism and adventure to the idea of drinking tea . . . He should be able to replace the cozy image of tea with an adventurous and even erotic one."
Got an Adage? Tell Dan by phone, (312) 280-3109; fax, (312) 649-5331; or e-mail, firstname.lastname@example.org.