Cronin Wins Capital District HMO, Baronet Coffee

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Cronin and Company Inc. won advertising work from Capital District Physicians' Health Plan Inc. and Baronet Coffee.


The Glastonbury, CT, agency will work with The VisComm Group, Albany, NY, on behalf of Capital District, a nonprofit health plan. Cronin and VisComm will develop a campaign to promote it as a fresh, evolving healthcare firm with numerous products versus traditional HMOs.


The campaign begins this fall, targeting consumers, employers and brokers. Tactics include collateral packages, relationship-building events for employers and brokers, mobile marketing, television, radio and outdoor advertising.


For coffee importer and roaster Baronet Coffee, Hartford, CT, Cronin will create ads to introduce a "One Cup" coffee pod, which is brewed to give a single cup of coffee.


The agency has developed a business-to-business branding and positioning platform. It also created a logo and Web site to market One Cup to office coffee system distributors.


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