Brazilian retailer launches home help Internet site

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SAO PAULO--Brazilian supermarket chain Pao de Acucar Group is launching a Web site aimed at helping users solve household problems. Amelia is the name traditionally given in Brazil to housewives who work long, hard hours to look after the home and family without ever complaining.

Created by Age, Sao Paulo, TV ads feature domestic scenes, such asa man mowing the lawn, a woman trying to cook a meal, or a man shopping. The theme music of the ads is the popular song "How I miss Amelia," written by well-known local composers Mario Lago and Ataulfo Alves. In response to "How I Miss Amelia," a slogan at the end says: "You don't have to miss Amelia anymore. Access Amelia.com.br right now. A Pao de Acucar company."

The campaign, including print and outdoor, runs in major cities in-cluding Salvador, Brasilia, Sao Paulo, Rio de Janeiro, Fortaleza, Curitiba and Belo Horizonte.

Copyright May 2000, Crain Communications Inc.

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