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[purchase, n.y.] Pepsi-Cola Co. will use the World Series broadcast on Fox next month to launch its estimated $50 million campaign for Pepsi One, its newest diet cola. TV commercials from BBDO Worldwide, New York, are expected to feature a major male movie star. The brand also will get play on the 1999 Super Bowl and on the Academy Awards, executives familiar with the plans said. A Pepsi-Cola spokesman confirmed the baseball link, but declined to comment further.

Philips signs global deal with Disney movie

[murray hill, n.j.] Philips Consumer Communications is doing a multimillion-dollar global promotion as single sponsor partner of Walt Disney Co.'s "Enemy of the State," one of the holiday season's big films. The tie-in includes product placement of mobile phones, pagers and monitors. Kobin Enterprises, New York, managed the promotion; Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, will do ads. And more promotions could be ahead. Said Brett Dicker, senior VP-promotions and marketing, Disney's Buena Vista Pictures Marketing: "We're in the process of building a relationship."

SmithKline to McCann for $25 mil Paxil

[pittsburgh] SmithKline Beecham hired McCann-Erickson Worldwide, New York, for the launch of its Paxil antidepressant, still awaiting approval from the Food & Drug Administration. The account is estimated at $25 million. SmithKline and McCann would not comment.

Intel asks Messner, DSW to join forces on media

[san francisco] Euro RSCG DSW Partners and Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, are creating a joint team to manage Intel Corp.'s estimated $100 million media account at the behest of Intel. Messner Vetere joined DSW on the Intel creative roster in February, but DSW has been handling planning and buying.

Nike allots up to $50 mil to launch Alpha sub-brand

[beaverton, ore.] Nike will spend $30 million to $50 million in the U.S. from January to May of 1999 to introduce Alpha, its new swooshless sub-brand marking Nike's most advanced products (AA, Feb. 9). Goodby, Silverstein & Partners, San Francisco, will break Alpha in the U.S. and is also creating a major women's fitness campaign to run during the same time. Nike said last week it will cut $50 million to $60 million from its fiscal '99 global marketing budget, less than the $100 million announced last March.

Chevy's new Silverado bows during CMA awards

[detroit] General Motors Corp.'s Chevrolet division breaks teaser ads for its newly designed 1999 Silverado pickup Sept. 23 during "The 32nd Annual CMA Awards" on CBS. The pickup, GM's best-selling vehicle, is positioned as "Bigger, faster and smarter." The main three spots in the $80 million to $100 million blitz start breaking Oct. 7 and retain the "Like a rock" theme for Chevy trucks. Campbell-Ewald, Warren, Mich., handles. Separately, Chevrolet will develop a new brand campaign reviving the "See the USA in your Chevrolet" song, but keeping the 3-year-old "Genuine Chevrolet" tag.

VF Corp. seeks shop for acquired Bestform

[wyomissing, pa.] VF Corp. is reviewing agencies for its newly acquired Bestform Foundations unit, with spending of $10 million to $15 million. VF roster agencies Fallon McElligott, Minneapolis, and TBWA Chiat/Day, New York, are participating along with non-roster shops Martin Agency, Richmond, Va., and Lambesis, Del Mar, Calif. The review is being handled in-house.

Arby's begins rethinking its brand concept

[fort lauderdale, fla.] Triarc Cos.' Arby's fast-food chain is starting a major brand evaluation to position the $2.1 billion concept for growth. The company is expected to spend $60 million on ads next year, said Scott Lippitt, exec VP-account director at agency W.B. Doner & Co., Southfield, Mich.

GMC trucks crank up ads for '99 models

[detroit] General Motors Corp.'s GMC truck brand, which is trying to move its image upstream, is starting to roll out its 1999-model advertising. Ammirati Puris Lintas, New York, developed the brand's new tag, "Do one thing. Do it well," which replaces "Comfortably in command." The brand spent $70 million last year, but a big splash is expected for the redesigned Sierra pickup, with ads expected in mid-October.


Warner Bros. and Universal Pictures will flog flicks on Fox TV's broadcast of Super Bowl XXXIII. Warner Bros. will most likely tout "Wild Wild West" while Universal is expected to plug "The Mummy." . . . NBC dropped its resistance to providing the White House Office of National Drug Control Policy free prime-time airings of anti-drug messages, prompting an additional $15 million buy on the network by the office. . . . Ziff-Davis reshuffled its publications into five groups, aligning titles by market segment rather than traditional categories. Separately, Exec VP Don Byrnes is leaving to join a media buying agency. . . . Movado Group will contact a short list of agencies this week in its review of the Concord watches account, spending $6 million to $8 million, and currently handled in-house. Advertising Agency Register is handling. . . . Amway Corp. sent out a request for proposals last week for the rollout of a new division marketing a co-branded upscale product via direct and Internet channels. Spending is estimated at $1.5 million. Advertising Agency Register, New York, is handling. . . . DDB Needham Worldwide, New York dropped out of the $15 million to $20 million review for American Family Publishers, which declined comment. . . . Cordiant Communications Group reported revenues dropped to $237 million in the first half, down 3.7%, despite an increase in net new business to $370 million from $156 million in 1997. . . . Sprint Corp. will no longer use longtime spokeswoman actress Candice Bergen.

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