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7UP brings holiday cheer with seasonal flavor

BY Allison Cerra

PLANO, Texas Just in time for the holiday season, 7UP is reintroducing a seasonal favorite, Pomegranate 7UP, now with antioxidant vitamin E. Pomegranate 7UP Antioxidant is a perfect blend of natural pomegranate flavor and the crisp, clean, refreshingly bubbly taste of America’s original lemon-lime soft drink.

“With its natural pomegranate flavor and deep burgundy color, Pomegranate 7UP has become a festive hit during the holidays,” said Dave Falk, director marketing for 7UP. “Consumers have responded so favorably to Cherry 7UP Antioxidant, we’re now giving them Pomegranate 7UP Antioxidant.”

The new Pomegranate 7UP Antioxidant includes 10% of the recommended daily intake of vitamin E per 8-ounce serving. Perfect by itself or as a holiday mixer, Pomegranate 7UP Antioxidant is available in both regular and diet versions. Like all 7UP products, it is 100% naturally flavored and caffeine free. Pomegranate 7UP Antioxidant is available for a limited time only this holiday season in 2-liter bottles and 12-packs.

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Kraft Foods seeks to reel in Cadbury; bid rejected

BY Allison Cerra

NEW YORK Kraft Foods again launched a hostile bid for British confectionary Cadbury, according to published reports.

Kraft Foods said Monday it offered a $16.3 billion hostile takeover bid, the same price it offered Cadbury in September. Cadbury rejected the bid Monday.

“Cadbury is an exceptional standalone business,” said Roger Carr, chairman of Cadbury, in a statement. “Kraft’s offer does not come remotely close to reflecting the true value of our company, and involves the unattractive prospect of the absorption of Cadbury into a low-growth conglomerate business model.”

Carr added that, “The repetition of a proposal which is now of less value and lower than the current Cadbury share price does not make it any more attractive. As a result, [the board] has emphatically rejected this derisory offer and has strengthened its resolve to ensure the true value of Cadbury is fully understood by all.”

Kraft did not increase its bid for Cadbury before taking the matter to shareholders.

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Cheer launches new ad campaign with Web series

BY Allison Cerra

CINCINNATI A Procter & Gamble laundry detergent is getting its own soap– soap opera, that is.

This week, P&G launched “Brighten Bay,” a new Cheer soap campaign that will brighten laundry routines at an affordable price. The campaign, inspired by daytime dramas, includes a new ad featuring real-life soap star Cameron Mathison, of ABC’s “All My Children.” The brands’ first major campaign since the introduction of “The Laundress” in 2007, “Brighten Bay” brings to life all the excitement of the day-to-day happenings in a small community.

The campaign features storylines and Webisodes set in Brighten Bay, a colorful community with on-going drama between its neighbors, including: Nurse Nancy, Sandy, David and the hero of Brighten Bay, Dr. Dan, played by soap opera star Cameron Mathison. Viewers will tune in to watch the drama unfold as Dr. Dan goes head-to-head with David in battles involving love, lies and heartbreak. The campaign will be supported by a robust interactive Web site, www.BrightenBay.com, where viewers can join the community and follow along closely as the plot thickens surrounding Dr. Dan, the bright spot in a dirty world. Visitors to the site will also have access to sweepstakes, soap opera trivia, and other games and activities featured on the Brighten Bay Facebook fan page and the Brighten Bay YouTube channel.

In line with the new Web series, Cheer is launching a sweepstakes called “Sparkle Like a Star” through Dec. 11. The winner will receive star treatment, including first class accommodations, spa treatments and lunch with Brighten Bay’s very own Dr. Dan, to discuss the campaign’s online community and how to add sparkle to their daily lives. Consumers can enter and see official rules at www.brightenbay.com.

“The new Brighten Bay soap opera campaign for Cheer was a natural next step for the brand,” said Carrie Costello, Cheer brand manager. “We wanted to hone in on the relationship with our consumer and connect with her on an emotional level. The campaign is a clever way to brighten up her routine while the new price point provides her with a product that cleans clothes sparkling bright at a great value.”

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