Sprint Corporation: Dime Lady campaign

Susan Risland

In her eight years as company spokesperson, Candice Bergen helped Sprint Corporation cultivate a friendly, upbeat image as she encouraged consumers to sign up for Sprint Sense, a telephone service that allowed them to make long distance calls for 10 cents a minute.

Sprint Corporation: Dime Lady campaign

Susan Risland

Overview

In her eight years as company spokesperson, Candice Bergen helped Sprint Corporation cultivate a friendly, upbeat image as she encouraged consumers to sign up for Sprint Sense, a telephone service that allowed them to make long distance calls for 10 cents a minute. Because consumers associated the Emmy Award-winning actress so closely with Sprint Sense promotions, Bergen became known as the Dime Lady, and Sprint ran advertisements that revolved around her new nickname. In one campaign Bergen encountered people on the street who exclaimed, "Hey, it's the Dime Lady!" In another she...

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