Guerilla advertising

Article Abstract:

Bombril of Brazil has been using the Garoto Bombril The Bombril Boy character for about 21 years. The television marketing campaign in which Garoto Bombril stars appeals to intelligent housewives, noted copywriter Washington Olivetto. Olivetto helped art director Francesc Petit create Garoto Brombil in 1978. The character is used to market the different kinds of household products marketed by Bombril. Garoto Brombil has appeared in over 200 spots which feature a continuous eye-to-eye style. Bombril marketing director Alvaro Novaes noted that brand image is very steady due to the use of print, television and mass media.

Television, Marketing/Advertising Methods, Print Media, Spokesperson, Polish and Other Sanitation Good Manufacturing, General Commercial & Industrial Cleaners, Commercial cleaning agents, Garoto Bombril The Bombril Boy, Bombril

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On the ball in Brazil

Article Abstract:

Bates Worldwide's desire for the British American Tobacco (BAT) account in Brazil is pushing its deal with Newcomm Communications, which is also its bid of reentry to the market. The network collaborates with the tobacco conglomerate in each market except Germany and Brazil and boasts of total billings of $6.3 billion. Company Chairman Michael Bungey cited BAT's spending of $400 million with Bates as reason for the account's attractiveness. Meanwhile, Newcomm is a startup founded in July 1997 that touts itself as the fastest expanding agency in Brazil.

Advertising Agencies, Company Planning/Goals, Bates Worldwide

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Sporting chance

Article Abstract:

Publisher Walter de Mattos is planning for the growth of its national sports daily Lance! of Brazil. Lance! is scheduled to unveil regional editions for Bahia, Gerais, and Grande do Sul in 1999. Lance! presently offers regional editions for Sao Paulo and Rio de Janeiro. However, De Mattos took the unusual step of letting investors gain ownership of Lance! In addition, Editora Globo unveiled the Epoca newsweekly into the Brazilian magazine market in May 1999. Editor Globo has put $35 million at stake with the Epoca launch.

Product introduction, Periodical Publishers, New Media, Sports & Recreation Periodicals, Special interest magazines, Editora Globo, Epoca, Lance!

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