Episode 5: Frangelico: The Ad Store & Kovel/Fuller

Frangelico, acquired by Skyy Spirits a year ago, is looking to expand its market beyond the cordial's loyal customer base of women 45 to 65 years old. Skyy Chairman/CEO Gerry Ruvo and Global Head of Spirits Maura McGinn believe the brand could "really take off in America" but in order for that to happen the beverage needs to attract a new demographic: a younger female consumer who is well educated, earns a good income, has responsibilities, and "wants to take time to enjoy life." The Assignment: Create a campaign for Frangelico that targets 25-44 year old women. Two agencies compete for the account.

The Ad Store, led by Founder / Chairman Paul Cappelli, starts with copywriter Steven Crutchfield's tagline: "Find Your Sweet Spot," only to discover from Sandy Sabean (who heads the all-female ad agency Womenkind) that Sweet Spot is the name of a feminine hygiene product. Looking for more female guidance and insight, Paul flies in his Italian office's Creative Director Natalia Borri to help develop a new campaign in the time remaining. As the deadline nears, they settle on a "Legends" hook that plays on the notion Frangelico drinkers are often not who you think they are.

Kovel/Fuller is a California Agency that Founder/President Lee Kovel has stacked with "people…at relatively senior levels that have never worked at an agency before." In fact, Kovel turns to Copywriter Mary Logue, a former script developer who's been with the firm less than 30 days, to develop then present the final idea. That concept, crafted by Logue and Senior Art Director Rhonda Blackwell, revolves around the tagline "Women Just Know"; the corresponding campaign is based on the unspoken knowledge that all woman share.

Interestingly, both Cappelli and Logue had near-death experiences in their past. Cappeli was booked on -- but did not board -- a 1988 Pan-Am flight that crashed in Scotland. Logue, for her part, had a near fatal reaction to prescription medicine that left her bedridden for months.

So who wins The Pitch?
Click here to see a video that explains Frangelico's choice.

ITN Archive Limited/Getty Images
AFP/Getty Images
Stockbyte/Getty Images
Assembly/Digital Vision/Getty Images
Zoomphotographics/UpperCut Images/Getty Images
Barbara Penoyar/Photodisc/Getty Images

Our commenting feature is unavailable while we update the site. We apologize for the inconvenience. Commenting and the Talk forum will launch along with a range of new site features early next month. If you would like to be notified when commenting and the Talk forum have relaunched please enter your email below.

Thank you! We'll let you know as soon as commenting is available.
Sorry this functionality is temporarily unavailable. Please try again later.

In the meantime, you can continue discussion on social media, including AMC’s Facebook pages.


Next Episode: JDRF: Muse & Bozell


Two advertising agencies compete to win the prestigious account of JDRF, a nonprofit company that specializes in finding a cure for type 1 diabetes.

Talk about Episode 5

Discuss This Episode
Join the discussion »

Social Activity: Facebook, Twitter and AMC

((scope:http://www.amctv.com/* OR scope:http://blogs.amctv.com/*) tags:'the-pitch','show:the-pitch','the-pitch')