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Amstel Light invites consumers to ‘savor complexity’

BY Allison Cerra

WHITE PLAINS, N.Y. — Amstel Light has launched its latest advertising campaign that encourages consumers to consider and appreciate the intricacies of their everyday lives.

The "Savor Complexity" campaign highlights the complexities of simple items, such as the burger, pigeon, dart board, umbrella and ping pong, through print, radio, out-of-home, digital and social media activations. The integrated campaign was created by Droga5 New York.

"Complexity is not a dirty word. Our new campaign will help position Amstel Light in a different light by celebrating the natural and unique complexities of our brand and target consumer," Amstel Light brand director Belen Pamukoff said. "We recognize that Amstel Light drinkers appreciate the layers and dimensions in their lives, and aren’t willing to sacrifice taste, and this campaign showcases the overall versatility of our product and its relevance to their lives."

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Hain Celestial to expand HQ

BY Allison Cerra

MELVILLE, N.Y. — A natural and organic products company is set to expand its international corporate headquarters.

Hain Celestial, known for such brands as Celestial Seasonings, Earth’s Best, Almond Dream and Alba Botanica, said it has committed to investing $10 million as part of its office relocation and expansion of its operations. The company has leased new office space in Lake Success, N.Y., where it plans to relocate its existing 250 Long Island-based employees and create more than 100 new jobs over the next 10 years. As part of the relocation, Hain Celestial will lease and make capital improvements to an 86,000 sq.-ft. facility. What’s more, the expansion of the Hain Celestial’s operations include building a research and development center to facilitate product innovation for many of its brands.

"As a proud resident New Yorker, I am pleased to be increasing our commitment to the region with the expansion of our international corporate headquarters complete with state-of-the art sustainable features," Hain Celestial founder, president and CEO Irwin Simon said. "The design and layout of our new facility will provide us with a nurturing environment to foster the next level of growth for the Company. Our new in-house research and development capability will create products that will be sold all over the world. Additionally, our commitment to innovative natural and organic products that consumers are increasingly seeking out should benefit our employees, customers, consumers and shareholders, as well as providing New York State and Nassau County with a stable employer and employee base committed to a greater good as we all recognize the benefit of maintaining ‘A Healthy Way of Life.’"

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Red Bull gives wings without calories, carbs or sugar

BY DSN STAFF

SANTA MONICA, Calif. — Energy drink brand Red Bull is extending its line to include Red Bull Total Zero, a beverage that is free of calories, carbohydrates and sugar.

The company said the new product is a "natural extension of the product portfolio," which current includes Red Bull and Red Bull sugar-free energy drinks, and provides the same amount of energy as the original products. The company also noted that the decision to launch the product was prompted by the fact that more consumers are becoming more health conscious.

An 8.4-oz. can of Red Bull Total Zero carries a suggested retail price of $2.19; a 12-oz. can carries a suggested retail price of $2.99; a 16-oz. can carries a suggested retail price of $3.79 and the 8.4-oz. 4-pack carries a suggested retail price of $7.99.

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