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Sophistication for the masses

Schweppes International is taking a humorous approach in TV commercials running first in Sweden, then other Scandinavian markets and Switzerland before rolling into additional European markets.

The commercials by Duval Guillaume are part of a new marketing communications program supporting the launch of Schweppes Fruit Flavours, a range of lemon, grape, and citrus carbonated drinks.

The advertising aims to position Fruit Flavoured Schweppes as an adult fruit drink to show that taste comes with age. In one spot, a museum guide invites a team of beefy scrimmaging football players to look at a painting only to have one of them correct her pronunciation of pointillism. After more butting of heads, they go on to point out that the painting is neo-impressionism, not impressionism. "For the slightly more sophisticated you," the spots say.

Outdoor is also planned in Denmark, Norway, Sweden, and Switzerland. •

Bone-ified restaurant in Melbourne

MASTERFOODS Australia is taking one-on-one marketing to heart, and the big beneficiaries are man's best friend. The makers of My Dog Finest Cuts has opened My Dog Cafe at Station Pier in Melbourne in partnership with Melbourne chef and restaurateur Andrew Blake. Staff makes no distinction between two- and four-legged customers, say owners, as the establishment welcomes canines and their companions offering Great Danish Pastries, Carob and Bone Marrow Muffins, Boxer Chocolates, and Dog Day Afternoon Tea featuring Low Sugar Dog Biscuits among other items.

The biggest challenge: Figuring out how to comply with laws that prohibit dogs inside areas where human food is being prepared and served "We've had to make some pretty original arrangements to comply with all of the relevant standards," said Blake

GRAFFITI, part of Grey Global Group, was the promotion agency handling the launch.