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Amstel Light emphasizes full ‘bier’ taste with new campaign

BY Allison Cerra

WHITE PLAINS, N.Y. — Amstel Light is focusing on its roots in a new advertising campaign.

The Bier Drinker’s Light features Amstel brewers as the image and "voice" of the campaign, conveying the idea that Amstel Light is the only light beer with full "bier" taste.

The campaign, which kicked off this week, is being extended through print, online and digital ads, as well as through Facebook.

"Being The Bier Drinker’s Light today is more relevant than ever," Amstel Light VP marketing Colin Westcott-Pitt. "With the craft and specialty beers booming, and so many new styles to explore, the number of adult consumers who take pride in being truly discerning ‘beer drinkers’ is greater every day. The Bier Drinker’s Light is a nod to those consumers, acknowledging their passion for great beer flavor and the art of brewing, and understanding that during a light beer occasion, they shouldn’t have to sacrifice any of that."

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Hershey names SVP, chief people officer

BY Allison Cerra

HERSHEY, Pa. — Kevin Walling has joined confectioner Hershey’s team as its SVP and chief people officer, effective June 1.

In his new role, Walling will serve as the chief architect for Hershey’s human resources, talent retention, development and recruitment, as well as total rewards strategies.

Walling, who joins Hershey from global technology and manufacturing company Kennametal, will report to Hershey president and CEO David West.

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Malt-O-Meal bags the box

BY Allison Cerra

MINNEAPOLIS — Malt-O-Meal announced a new program that seeks to educate consumers about how cereal packaging can affect the environment.

Through its Bag The Box initiative, the cereal brand has launched BagTheBox.com, as well as a blog devoted to the cause, which invites users to view fan-created videos and exchange ideas on sustainable packaging and green initiatives.

"As a company, Malt-O-Meal is always thinking about smarter and more efficient ways to produce great-tasting cereal that is affordable and lessens the impact on the environment," Malt-O-Meal consumer marketing manager Linda Fisher said. "Consumers already purchase a variety of everyday products that are packaged in bags — so why not cereal? Our Bag The Box movement is all about encouraging consumers to not settle for over-packaged cereal and to start making simple changes that are better for the earth."

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