GOLDEN OPP FOR LYCOS THE DOG.

Advertising Age, June, 1999 by Compiled by Bradley Johnson with news from Alice Z. Cuneo, PatRiedman, Chuck Ross; Wentz, Laurel

Lycos the Dog, the Web portal's fetching mascot, appears to be a black Labrador. The truth: It's a dye job. ``Lycos the Dog is a golden lab we dyed with vegetable oil,'' fesses up VP-Mktg. Jan Horsall. It seems Lycos and agency Bozell/NY couldn't find a well-trained black lab for its commercials, so it went with a blond. More truth: Lycos the Dog is really Lycos the dogs, as the company has hired several labs to perform its stunts. It's a good gig for the latest lucky dog. ``We had to pay for a month's worth of the dog's time,'' Horsall says, ``because it takes a month for the black dye to wear off.'' Lycos the Dog is in training for new spots. ``You'll see him reacting to e-mail and chat,'' Horsall says. ``We're going to start to broaden him out.''

Reinhard...

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