Word: calistoga
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Dates: during 1980-1989
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...many clients, smaller agencies like San Francisco's Hal Riney & Partners ($200 million) are an excellent fit. Three years ago, the firm won an $800,000 advertising account for Calistoga, a Northern California bottled- water brand owned by Perrier. Riney's nostalgic soft-sell campaign, which now features a freckle-faced boy from 1920s-era California, helped boost sales 100% in three years. It also landed Riney the national account for Perrier in 1986, which is currently worth $20 million. The most impressive sign that small agencies have come into their own may be Riney's capture last...
...Calistoga U.S.A. 4,500,000 After the gently soft fizz, it's all downhill. Musty, earthy flavor has salt-sodium overtones...
...small bar are sipping, socializing and avidly comparing their drinks. New vodka concoctions? Rare Napa Valley vintages? Bavarian lagers? No. This is High Sobriety, a "beverage boutique" in a North Dallas shopping center, which stocks and serves a storeful of nonalcoholic liquid refreshers. Here are such unspiked delights as Calistoga sparkling water from California, Chateau Yaldara (a sparkling spumante) from Australia, Texas Select "beer," and Carl Jung "Champagne" from West Germany with no kick at all. Cheers! And welcome to the water generation...
...liquid mixtures. Singles now meet in health spas, but many still play the dating game in bars and clubs. A list of their favorite drinks reads like a dessert menu from the 1950s. At 104 TGI Friday's around the country, for instance, it is the pineapple fling (lime Calistoga water and fruit juices); at the Hyatt hotel in San Francisco it is "Remember the Oreo" (creme de cacao, ice cream and Oreo cookies). For guys, it is no longer considered wimpy to order a light beer. Says a Friday's vice president, Gregory Dollarhyde: "There's reverse psychology...
Growing up in a 49er stronghold, my family and I were accustomed to constant disappointment and frustration. Now, after 35 years of waiting, my father is the most alive and excited I've ever seen him. Jean Williams Calistoga, Calif...