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White Castle System wants to show consumers the lure of the distinct aroma of steamed Sliders.

Continuing the tagline "What you crave," new TV spots from from J. Walter Thompson USA, Detroit, depict an animated waft of steam enveloping people at work or play. In one commercial that broke last week, the steam travels into the snorkel of a diver and fills his mask, putting him into a trance and guiding him to the nearest White Castle.

White Castle spent $10 million last year on spot TV.

The 300-unit chain, concentrated in the Midwest, is pursuing what it calls "affectionate potentials," or people who already have a soft spot for White Castle but need to be reminded how to find it, said JWT Group Creative Director Mel Foster.

The new spots feature the chain's redesigned packaging and logo, which emphasizes the look of the castle.

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