Nestle is giving Perugina brand chocolate its first prominent U.S. ad campaign since buying the brand in 1988. The "Say I love you the Italian way" tagline by Square Root Creative will emphasize the emotional, Italian-romantic roots of the chocolate "baci" and first appear in magazines such as Cooking Light and Redbook. "Perugina is looking to target a younger demographic to rejuvenate the brand," says the agency's Alysha Burch.

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