No 'Rosie' for Frito-Lay's Wow!

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Center for Science in the Public Interest, Washington, said talk show host Rosie O'Donnell declined an offer to serve as spokeswoman for the nationwide rollout of Frito-Lay's Wow! potato chips made with Procter & Gamble Co.'s fat substitute, Olean. Frito-Lay wouldn't comment, but an executive close to the company confirmed Ms. O'Donnell had indeed turned down appearing in the rollout campaign, slated for next year's first quarter, because of concerns about Olean. CSPI has criticized Olean as posing health risks. A spokeswoman for Ms. O'Donnell did not return calls at press time. Currently, there are no celebrities used in advertising for either Wow! or P&G's Fat-Free Pringles. BBDO Worldwide, New York, is the agency for Wow!.

Copyright November 1997, Crain Communications Inc.

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