Monday, August 23, 2004

:: adgruntie :: Setting the pace

+ Pace is bringing back their "New York City" ad concept from the late 80s (?). From the press release: "The original ads featured cowboys threatening to "Git a Rope" for the chuck wagon cook for daring to exchange a bottle of Pace(R) Picante Sauce with a version made in "New York City?!", a tag line immortalized as a trivia question on the game show "Jeopardy." Today, Pace Foods launches an updated version of its popular "New York City" ads, a campaign with such strong recall that, more than a decade after it was created, consumers still recite lines from the commercials to Pace marketing teams appearing at sampling events across the country. The new ads combine an authentic western feel with contemporary appeal, poking light fun at the "cowboys" from New York City who have car alarms for their horses tied to the hitching post, and who "tag" cattle with spray cans instead of branding irons."

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