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LIQUEUR BRAND GOING TO TV

By Published on .

The importer of Jaegermeister liqueur is about to launch a $1 million TV campaign-a significant move for a company that did not do any measured advertising.

Madison Square Garden regional sports cable network, which appears in the New York market, has accepted a flight for Jaegermeister, said Sidney Frank, chairman-CEO of the liqueur's importer, Sidney Frank Import Co. He also has approached various TV stations about running the ads.

"Personally, I would not have chosen to do TV, but we can't stand back and allow all the big companies to go in ahead of us. And they are all going in," said the importer.

Jaegermeister also approached Fox's regional cable sports network in Los Angeles about running its commercials, but that deal was nixed at the 11th hour by Rupert Murdoch himself, Mr. Frank was told. Mr. Murdoch is chairman of Fox parent News Corp.

Advertising Age also has learned that two other brands not previously advertised on TV in the U.S. may be soon.

Lowe & Partners/SMS, New York, is said to be close to consumating some TV buys for Baileys Original Irish Cream, distributed by Grand Metropolitan's Paddington Corp. And Grey Advertising, New York, has been soliciting stations on behalf of Seagram Americas' Captain Morgan spiced rum.

Furthermore, discussions have been held internally at TBWA Chiat/Day, New York, about approaching Seagram to see if the agency should develop U.S. TV ads for its Absolut vodka.

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