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Axe, skateboarder Paul Rodriguez collaborate on new product line

BY Antoinette Alexander

NEW YORK — Professional skateboarder Paul Rodriguez, also known as “P-Rod,” is partnering with Unilever’s Axe men’s grooming brand to take his style off the board and into the personal care aisles.

Capturing the soul of Los Angeles street culture, the new Axe Kilo with Paul Rodriguez collection is inspired by P-Rod’s heritage, and was illustrated by artist Mister Cartoon. The limited-edition line marks the first time Axe has collaborated on a product design that features outside creative influence.

“I partnered with Axe and Target to create new packaging artwork based on the influences that I grew up around and shaped who I am,” Rodriguez said. “From his mural designs to tattoo work, Cartoon was the obvious choice to bring this street style to life. It was very special to me that Axe and Target let us lead the creative process.”

The product line was unveiled in New York City on Wednesday at a custom, pop-up skate park, curated in P-Rod’s vision. Axe, P-Rod and Mister Cartoon also joined forces on a three-part video series, which highlights the significance of the collaboration, their individual paths to success and the genesis of the new Kilo design. All three videos are available at www.YouTube.com/AXE.

“We’re really proud of this collaboration, as it infuses the personalities of P-Rod and Mister Cartoon into the Axe Kilo product line, which directly speaks to what’s relevant to guys and girls today,” said Matthew McCarthy, senior director, Axe and men’s grooming for Unilever. “And by giving both P-Rod and Cartoon the freedom to create however they choose, it’s an authentic and inspiring look for the brand that pushes boundaries in unexpected ways.”

The collaboration will include designs for the entire Kilo product line, including bodyspray, antiperspirant and deodorant sticks, body wash and shampoo — all available only at Target and Target.com for a limited time.

 

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M&M’s brand introduces its biggest candy yet

BY Ryan Chavis

HACKETTSTOWN, N.J. — M&M’s brand announced the introduction of Mega Milk Chocolate candies, which have three times the chocolate of a regular M&M’s brand milk chocolate candy. The brand’s Mega Peanut Chocolate Candies also boast more chocolate as well as a bigger peanut on average when compare to the regular M&M’s Peanut Chocolate Candies.

The new Mega Milk Chocolate confections are available now in two sizes: 1.5-oz. singles (with a suggested retail price of $1.09) and 11.4-oz. medium bags ($3.29). M&M’s Mega Peanut Candies are available in 11.4-oz. bags for a SRP of $3.29.

 

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Purdue Pharma submits NDA for hydrocodone bitartrate tabs

BY Ryan Chavis

STAMFORD, Conn. — Purdue Pharma on Wednesday announced that it filed a new drug application with the Food and Drug Administration to market a hydrocodone bitartrate tablet.

The pain medication was formulated to incorporate abuse-deterrent technology, making the drug more difficult to manipulate for the purpose of abuse, the company said. Data from clinical trials of the investigational medicine were presented at the 33rd Annual Scientific Meeting of the American Pain Society in Tampa, Fla.

"Healthcare professionals need an array of therapeutic options in order to individualize the care they provide to their patients with chronic pain,” said Todd Baumgartner, MD, MPH, Vice President of Regulatory Affairs and Chief Medical Officer at Purdue Pharma. “If approved by the FDA, we believe this product will be a valuable therapy for use in treating chronic pain that is also expected to deter misuse and abuse by various routes of administration.”

Hydrocodone products are the most commonly prescribed opioid analglesics in the United States and also are the most widely abused, according to the Substance Abuse and Mental Health Services Administration. Hyrdrocodone formulations that are currently available don’t incorporate abuse deterrent technologies, Purdue noted.

 

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