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Bud Light kicks off NFL season with new ad campaign, ‘fan-centric’ packaging

BY Jason Owen

ST. LOUIS — Bud Light announced on Thursday the start of its newest marketing campaign for the 2013 National Football League season. The official beer sponsor of the NFL, Bud Light’s new campaign will include new TV creatives and NFL- and team-specific packaging.

Bud Light’s new TV campaign, “Dilemmas,” is an evolution of last year’s popular “Superstitions” campaign and will document the origins of superstitions. The spots explore the tension between fans’ beliefs that they affect the outcome of a game and the practicality of continuing their new-found superstitions. “All Time,” an anthemic spot that sets up the “Dilemmas” campaign, debuted during the pre-season, with four new TV commercials slated to air during the regular season, beginning with “Quinoa” during Kickoff weekend. The commercials, created by Translation, will include 30- and 15-second versions, each ending with the tagline “It’s Only Weird If It Doesn’t Work.”

“Our goal is to do everything we can to enhance the NFL fan’s experience,” said Rob McCarthy, vice president of Bud Light. “We know how fans think, and we understand that football becomes front and center in their lives from Kickoff weekend until the Super Bowl. Whether fans are watching at the stadium, at home or in a bar,  we’re proud to celebrate football fans’ passions for the game.”

In addition, Bud Light has local sponsorship agreements with 28 of the 32 NFL teams. The brand will celebrate the start of the season by unveiling special packaging to help fans get into the NFL spirit. Bud Light cans feature the NFL Shield, and team-specific cans are available in 28 markets. Commemorative glass bottles and aluminum bottles of Bud Light will also feature the NFL Shield, and secondary packaging will feature similar elements.

As part of its local partnerships, Bud Light will host tailgates in each city, and select events will feature Bud Light Build-A-Bars and photo and video kiosk stations. 

The season will culminate at Super Bowl XLVIII in New York, where the brand will once again host the Bud Light Hotel. It will be the fifth consecutive year Bud Light has staged the Bud Light Hotel during the Super Bowl. Bud Light will also serve as the exclusive beer advertiser for Super Bowl XLVIII, and Super Bowl XLVIII imagery will be featured on all Bud Light products and packaging beginning in December.


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Safeway raises $10.3 million for annual Prostate Cancer Awareness campaign

BY Michael Johnsen

PLEASANTON, Calif. — Safeway on Friday announced that its stores raised $10.3 million during the company’s annual Prostate Cancer Awareness campaign.

For the 13th consecutive year, Safeway’s entire chain of more than 1,600 stores dedicated a month to raising money and increasing awareness for the fight against prostate cancer, which currently affects more than two million American men and remains the second-leading cause of cancer death for men in the United States. 

"We’d like to express our gratitude to our customers who have, year after year, shown commitment to this important cause by contributing and helping to save lives, one dollar at a time," stated Larree Renda, Safeway EVP and chair of the Safeway Foundation.

To date, Safeway’s customers have donated nearly $86.8 million to the cause.

To identify the most promising and groundbreaking prostate cancer research projects for funding, Safeway and The Safeway Foundation have partnered with a range of cancer research organizations, such as the Prostate Cancer Foundation, Stand Up to Cancer and the University of California at San Francisco. The donations have funded more than 1,600 research projects.

Over the past three years, six new prostate cancer drugs were approved by the Food and Drug Administration and dozens of new drugs are currently in trials due to Safeway’s support, the grocer stated. Safeway’s support has also led to a treatment that may decrease cancer deaths by 20% per year by deploying new combinations of surgery and medications early in the course of the disease. 

A new advancement in early detection that was funded by Safeway and Safeway Foundation is a simple test to detect a unique piece of DNA found only in prostate cancer cells. The test gives doctors the potential to catch prostate cancer many years earlier. When used with a standard Prostate-Specific Antigen test and a checkup, doctors can not only accurately determine if a patient has prostate cancer, but can also predict how aggressive the cancer might be, and potentially avoid biopsies and such radical treatments as chemotherapy, radiation and surgery.

 

 

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Celgene drug approved for metastatic pancreatic cancer

BY Alaric DeArment

SILVER SPRING, Md. — The Food and Drug Administration has approved a drug made by Celgene for treating patients with pancreatic cancer that has spread to other parts of the body, the agency said Friday.

The FDA announced the approval of Abraxane (paclitaxel protein-bound particles for injectable suspension, albumin-bound) for patients with late-stage forms of the disease. The drug is a chemotherapy treatment already approved for treating breast and lung cancers.

Pancreatic cancer is the fourth leading cause of cancer death in the United States, according to the National Cancer Institute, with 45,220 patients expected to be diagnosed with it and 38,460 expected to die this year. Surgery is the only way to permanently remove or cure pancreatic cancer, but it’s usually too late by the time the cancer is diagnosed.

 

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