AD AGE'S WORLD WIRE

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French sample

Nestl on trains

[paris] Nestl and French train operator SNCF will offer business travelers a free breakfast this month on French morning trains. The promotion is a new twist in the company's international strategy of combining different Nestle brands in a single promotion. First-class travelers will be fed Nestl brands of instant coffee, breakfast cereal, yogurt, fruit juice and chocolate. Nestle is also inserting a special advertising supplement on the benefits of eating breakfast into SNCF's monthly Grandes Lignes magazine for passengers.

Bozell nabs ads

for Yardley drive

[london] Yardley of London, the U.K.-based cosmetics and fragrance giant, has appointed Bozell Worldwide as its global agency for developing and placing international ad campaigns.

Known to spend about $9 million a year on international media, Yardley has assigned Bozell to focus on media and account coordination, a move which, in effect, formalizes an already existing arrangement. Lowe Howard-Spink will continue to handle media in the U.K. No decision has been made on the U.S. account.

Gotham Group, a subsidiary of the Interpublic Group of Cos. handling cosmetics group Maybelline and previously part of Lintas, New York, is still responsible for Yardley's creative work.

Dr. Pepper passes

tests Down Under

[sydney] Schweppes has successfully tested non-cola soft drink Dr. Pepper in Sydney and moved the account from DDB Melbourne to the Melbourne office of Young & Rubicam, Dr. Pepper's international agency, in preparation for a national launch later this year. Schweppes is trying to make Dr. Pepper, sold primarily in the U.S., a major international brand. An earlier Australian test failed but this time Dr. Pepper is believed to have become Schweppes' best-selling brand in Sydney convenience stores.

Test market poster ads by DDB Melbourne aimed at teenagers used the theme line "Most Americans need a Doctor" and featured quirky graphics of Americans doing strange things. A U.S. TV campaign by Y&R is likely to be adapted for the launch.

Study logs Internet

appeal in Europe

[london] The European Business Readership Survey, out this month, surveys Internet usage by senior executives for the first time. An average of 20% of senior executives in 17 European countries access the Internet, ranging from just 10% in Portugal to 30% in Switzerland. Reflecting the growing use of computers, the number of respondents using laptop computers grew to 39% from 24% in the last EBRS survey in 1993. EBRS is conducted by RSL-Research Services, with the Financial Times as the main guarantor and 22 publishing sponsors and eight ad agency sponsors.

German area tries

two P&G brands

[hassloch, germany] Procter & Gamble Co. is conducting German-speaking test markets for Pringles potato chips and Bounty kitchen towels, two brands the company is trying to expand internationally. Pringles is in test in both Austria and in Hassloch, with an ad campaign by Michael Conrad & Leo Burnett, Frankfurt. Bounty, the first premium-price kitchen roll for the German market, is also testing in Hassloch, backed by ads from Mellors, Reay & Partners, a London agency owned by Grey Advertising.

Seagram goes direct

in South Africa

[london] Spirits giant Seagram Co. will test using customized direct marketing to boost global consumer loyalty to its various brands, starting in South Africa, then Europe. Seagram is working with Data Consult, the data management unit of Ogilvy & Mather Direct, to compile a database for direct marketing campaigns aimed at motivating consumers to continue drinking Seagram brands and to try new ones.

For information about Advertising Age's Daily World Wire, call Christine Yun in New York (212) 210-0789; fax (212) 210-0111; or e-mail cyun@crain.com.

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