Publicis regains Boomer account in Russia

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MOSCOW--Denmark's Joy Co., the distributor of Boomer brand chewing gum in Russia, has appointed Publicis United, Moscow, to handle its first advertising campaign in more than four years.

Publicis had handled the Boomer account in the mid-1990s,when Joy began to face distribution problems. Joy is now working with Swedish Dandy Distribution, which also sells Stimorol brand in Russia. Ad spending plans were not dis-closed.

Boomer is Russia's No. 2 chewing gum brand, accounting for 2.4% of total chewing gum consumption after Dirol Kids, with 9.75%. Boomer's core consumers are kids from 6 to 14 years old.

Copyright June 2000, Crain Communications Inc.

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