Rogers Cantel launched a second wave of advertising for its Amigo brand cellular phones earlier this month, emphasizing key benefits with a new theme, ‘Affordable Peace of Mind.’

When Amigo was introduced this past June, the themeline used was ‘At last…affordable cellular you’ll find everywhere.’

For Cantel, Amigo not only was the launch of a brand, but an expansion into a new market, the consumer market.

Amigo Safety and Amigo Personal phone and service packages, priced from $19.95 to $29.95 per month, respectively, can be bought by credit card through more than 3,000 retailers, including Cantel.

The new advertising campaign is scheduled to run through December and includes newspaper, magazine, radio and television.

The tv portion consists of two 30-second spots now running back-to-back but airing separately throughout November and December.

Gee Jeffery & Partners of Toronto, the agency that launched Amigo, is also behind the new campaign.