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Bounty ‘Bring It’ campaign launches music video on YouTube

BY Allison Cerra

CINCINNATI Bounty is telling messes to “bring it” in a new music video that debuted on YouTube Friday.

The first-ever music video from the Bounty brand puts a captivating and humorous spin on a paper towel product demonstration set to rap music performed by the “Paper Towel Gang,” Procter & Gamble said. The video, approximately two minutes in length, showcases an actual Bounty product demonstration originally created by P&G’s internal Research and Development team, in which 11 billiard balls are balanced atop one sheet of Bounty that is stretched taut across the mouth of a 10-inch bowl.  The Bounty paper towel withstands the weight of the billiard balls without ripping or tearing.  Then, for the ultimate test, five gallons of water are poured over the Bounty, which still holds up, showcasing the paper towel’s strength, absorbency and durability.

“Our motivation for the ‘Bring It’ campaign is to empower moms to encourage creativity and learning-by-doing with their children, with the assurance that they can say ‘yes to the mess’ with Bounty,” said Dave Lee, Procter & Gamble North American Bounty delivery brand manager. “We are excited to release the music video as a way to bring one of our amazing product demonstrations to life, showcasing Bounty’s benefits in a popular and highly entertaining way.”

Bounty fans can follow the brand online and share the “Bring It” video with friends at the recently launched Facebook page: www.facebook.com/bounty.

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Naked Juice launches vegetable smoothies

BY Allison Cerra

MONROVIA, Calif. Naked Juice is making eating vegetables easier for picky eaters with the launch of two new vegetable rich smoothies.

Berry Veggie Machine is a blend of healthy purple carrots, sweet potatoes, red beets and sweet corn, in addition to delicious cherries, strawberries and plums. It contains two servings of vegetables and one serving of fruit in each 15.2-oz. bottle. The other new flavor, Orange Carrot, is citrus and carrot blend with one serving of vegetables and two servings of fruit in each 15.2-oz. bottle.

Both new Naked Juice flavors will be available nationwide for the suggested retail price of $3.29 per 15.2-oz. bottle.

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Reed’s, Jones Soda look to merge businesses

BY Allison Cerra

LOS ANGELES Two beverage makers have signed a letter of intent to merge their businesses.

Reed’s and Jones Soda announced said the proposed merger would combine the two, with Reed’s as the surviving company. In a joint statement, the companies said the merger would “provide the two companies with the opportunity to realize the potential benefits of increased size and scale, as well as cost efficiencies in several aspects of the combined business, including administration, operations, and customer interface.”

The non-binding provisions of the LOI contemplate a merger transaction in which Reed’s would acquire Jones Soda for a combination of cash and Reed’s common stock. The transaction also would be subject to approval of the shareholders of both Jones Soda and Reed’s.

Chris Reed, founder, chairman and CEO of Reed’s stated, “We have watched Jones for years and have been impressed with its innovative marketing programs, strong brand recognition, and loyal customer following. I am confident that our portfolio of brands will benefit from Jones Soda’s marketing savvy as well as its organization’s deep mainstream distribution relationships. At the same time, we believe our strong infrastructure and operational capabilities will help drive important efficiencies through Jones Soda’s supply chain. With minimal customer and demographic overlap between our combined brands, we believe this transaction also provides us with compelling merchandising and growth opportunities in the years ahead.”

In related news, Jones Soda CEO Joth Ricci will be stepping down effective April 2, in order to pursue other business opportunities.

“I have truly enjoyed my time at Jones Soda and I’m pleased with the work our team has done to improve many aspects of our business. Unfortunately, due to the current market conditions, it has taken longer than anticipated to produce the necessary top line results to effectively return to profitability and stem our cash burn. However, I remain confident in the strength of the Jones Soda brand and believe the proposed merger with Reed’s provides Jones Soda an improved platform from which to capitalize on its future prospects and is in the best interests of its shareholders.”

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