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Newtonian theory of physical figness

Look out, PowerBar, here comes . . . Fig Newtons? Nabisco Biscuit Co. in May issues of fitness magazines presents the fig-and especially the Fig Newton-as the answer to athletic endurance. The campaign from FCB Worldwide, New York, depicts Greek athletes and reveals how "Olympians worshiped the fig and used it for energy during training." As part of the effort to position the cookie as a carb-loading fuel for workouts, Nabisco will also tie in with endurance competitions such as the Boston and Chicago marathons. Copywriter on the Fig Newtons campaign is Sandy Greenberg. Art directors: Terri Meyer and Kim McNeel. Nabisco is also cooking up another new cookie-an Oreo that turns milk blue (see Landmarks on Page 102).

Saab plays tag with motorists

Saab Cars USA is in search of a tagline, so it turned not to agency creative hotshots but to 28,000 Saab owners and enthusiasts who are already getting monthly e-mails from the carmaker. They've been asked to finish the following slogan: "Saab is . . ." Deadline was April 9, but Saab says it has no details to reveal yet from the quest. Don't infer that Saab is dissatisfied with its agency. AOR Martin Agency, Richmond, Va., is in on the contest. The marketer scrapped its last tag, "Find your own road," shortly after it parted with Angotti, Thomas, Hedge, New York, in 1997.

P&G emigres plan 3rd reunion

Robert Morrison, chairman-CEO of Quaker Oats Co., and Joseph Durrett, president-CEO of Information Resources Inc., are among organizers of an "Under the Moon & Stars" reunion of fellow Procter & Gamble alums June 15 in Chicago. It's the third year for the event, and organizers are looking to cast a wider net to bring in more ex-Proctoids, whose ranks have swelled a bit lately thanks to the company's current restructuring. Among invitees: AOL Chairman-CEO Steve Case and Microsoft President-CEO Steve Ballmer, who presumably can hash out differences amid a buffet of Chicago neighborhood delicacies. More info can be found at

Ad icons shuffle onto cards

Send a congratulations card to Leo Burnett Co. A bunch of the Chicago-based agency's progeny are among the creatures featured in a new card line from Gibson Greetings. The subsidiary of American Greetings culled 21 "societal icons" in food, advertising and other areas to appear on its new Pop Icons cards. Among them are Burnett creations Pillsbury Doughboy, Kellogg's Tony the Tiger, StarKist's Charlie the tuna and Pillsbury's Jolly Green Giant. Other characters on the cards include P&G's Mr. Clean and Nabisco's Planters' Mr. Peanut. No ad support is currently planned for Pop Icons. Gibson has been trying to kindle baby-boomer interest in greeting cards, and notes the stars of its new line reached the height of their popularity in the late '50s, '60s and '70s. Adages suspects the icons' ad masters might beg to differ, since all the aforementioned are still hard at work pitching.

Got an Adage? Tell Dan by phone, (312) 280-3109; fax, (312) 649-5331; or e-mail, [email protected]

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