TITLE

PowerBar, Wieden run with anti-`bonk' effort

AUTHOR(S)
Cuneo, Alice Z.
PUB. DATE
April 1999
SOURCE
Advertising Age;4/19/1999, Vol. 70 Issue 17, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on an advertising campaign launched by PowerBar in the U.S. which centered on bonking, an athlete's term for a condition when low blood sugar leads to shaky limbs and mental fuzziness. This is the first work for the marketer from advertising agency Wieden & Kennedy. The commercials, generally airing during sports programming on broadcast, cable and spot television, will be followed in June 1999 by a radio campaign to run nationally and a print campaign in July 1999 issues of magazines.
ACCESSION #
1784580

 

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