Pacific Communications in Costa Mesa has been named agency of record for the U.S. launch of Irvine-based Allergan Inc.’s Natrelle 410 silicone breast implant.
Allergan recently received Food and Drug Administration approval to sell Natrelle 410 here. It’s already on the market in Europe and Canada, with sales of nearly $400 million annually.
Natrelle 410 contains what Allergan calls a “highly cohesive silicone gel” intended to enable the implant to “hold its shape over time while remaining soft to the touch.”
Ogilvy Healthworld, a U.K.-based unit of Ogilvy & Mather Worldwide in New York, has handled the Natrelle account.
Allergan owns Pacific Communications, and the agency also handles its wrinkle-smoother Botox and its Restasis, a medication for dry eyes.
But the Natrelle 410 account wasn’t a given. Pacific Communications competes for work on Allergan’s various brands and also has accounts with other drug makers, including Pfizer Inc. and Bausch + Lomb Surgical.
Pacific Communications’ work on the Natrelle 410 account will include a campaign aimed at doctors and other healthcare professionals, as well in-office patient marketing.
Tequila Brand’s New Look
Intersect Beverage, a San Clemente-based importer of premium tequilas, is changing the packaging for its Azuñia brand to “capture its authentic roots.”
Azuñia Tequila is distilled in Mexico from 100% Weber Blue Agave, according to the company.
“As part of the brand strategy and long-term focus, it was time to develop a new bottle that reflected the traditions in Mexico while aligning with the Celebrate the Adventures of Life campaign,” said Chief Executive Jim Riley.
The revamped product will be available at bars, restaurants and shops this month, according to Intersect.
The Celebrate campaign highlights celebrities who mix Azuñia into their cocktail creations.
Scarlet X Marketing, an Anaheim-based marketing agency, developed the campaign.
Film Festival’s Sound Track
The upcoming 14th Annual Newport Beach Film Festival will focus on music-inspired films.
The opening-night gala on April 25 will feature a performance by American Idol star Taylor Hicks, while members of Green Day are expected to attend the screening of Broadway Idiot, which documents the group’s album American Idiot morphing into a Broadway production.
The eight-day event will showcase more than 300 films from 40 countries.
Action-Sports App
ActionSportsHub.com of Huntington Beach has rolled out a new application for the iPhone and Android in hopes of tapping into the growing mobile market.
Action Sports Hub Channel, created by Blue Wave Media Inc., will deliver news about BMX, mixed martial arts and several other sports. App users also will have access to ASH-generated event and tour coverage.
“We’ve enjoyed tremendous success with our Web presence and making our content available on mobile devices,” said Roy Sahachaisere, ActionsSportsHub.com chief executive, in a press release.
Irvine Mobility
A new Irvine-centric website tailored to mobile devices debuted on March 28.
Infoirvine.com is the brainchild of the Irvine Chamber of Commerce, the city of Irvine and Newport Beach-based developer Irvine Company. It offers links to services from each of those entities, including for shopping and rental listings.
The website also allows users to sign up for a mass-alert texting service or download the city’s mobile application, along with mobile-specific features, such as click-to-call and information on local traffic and weather.
“We are proud to provide easily accessible and relevant information to our members and the community,” said the chamber’s president and chief executive, Tallia Hart, in a news release. “The Irvine Chamber remains progressive with its efforts to support our incredibly talented business community.”
The chamber also recently launched a mobile version of its website, irvinechamber.com, providing access to its business directory and events calendar.
The latest efforts appear well timed. Household spending on consumer technology products is “shifting faster than expected in favor of gadgets and services that are portable or mobile and those that deliver networking capabilities and entertainment,” according to a recent survey by Stamford, Conn.-based research firm Gartner Inc.
