Russian church's water brand adopts more secular strapline

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MOSCOW--New ads for Russian mineral water brandSaint Springs replace the Russian mineral waterbrand's original slogan "There's a drop of Saint inEveryone" with "Everyone needs a drop of Saint."

"Last year, we wanted to highlight the spirituality that is a real part of the brand becauseof its association with the Russian Church," saysGalina Savina, general director of Moscow-basedROSE agency, which handles Saint Springs' business. "This year, we wanted to place greater emphasis on refreshment and the healthful benefitsof Russia's most popular spring water."

The campaign will run through the autumn. Nobudget figures were available.

Saint Springs bottles water drawn from an underground spring that originates in an ecologicallypristine area of

Copyright August 2000, Crain Communications Inc.

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