Publicis had handled the Boomer account in the mid-1990s,when Joy began to face distribution problems. Joy is now working with Swedish Dandy Distribution, which also sells Stimorol brand in Russia. Ad spending plans were not dis-closed.
Boomer is Russia's No. 2 chewing gum brand, accounting for 2.4% of total chewing gum consumption after Dirol Kids, with 9.75%. Boomer's core consumers are kids from 6 to 14 years old.
Copyright June 2000, Crain Communications Inc.