Seagram touts whisky on radio

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NEW YORK -- Seagram Americas is supporting its Chivas Regal scotch whisky brand with radio ads from TBWA Chiat/Day, New York, in Dallas, Houston, Miami and New York. The spots, running in conjunction with new outdoor and print advertising, are part of an estimated $6 million campaign using the tag "You either have !t or you don't."

Seagram and other liquor advertisers have so far met limited success in getting ads on U.S. radio and TV in the face of a barrage of criticism from U.S. regulators, members of Congress and public health advocates. Liquor marketers in the U.S. have dropped their traditional, voluntary ban on the use of broadcast advertising, citing the need to have access to the same advertising media available to beer and wine marketers. Both categories advertise on TV and radio, where brewers, in particular, are huge ad spenders. While liquor marketers have wooed TV and radio station owners, the owners, fearing government attacks, have been wary of accepting the liquor ad business.

The new Seagram radio campaign follows an announcement by the chairman of the Federal Communications Commission that he will not--for now--press for a major FCC investiga- tion aimed alcoholic beverage ads.

Copyright February 1998, Crain Communications Inc.

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