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Campbell taps Linder for VP advertising post

BY Jenna Duncan

CHICAGO Campbell Soup Co. today announced that Maureen Linder, former Pepperidge Farm VP of brand strategy and marketing, will replace Paul Alexander as its VP global advertising and design. Linder will report to Campbell USA president Sean Connolly and SVP and chief strategy officer, Carl Johnson.

Linder’s duties will include overseeing Campbell’s advertising operations, and media planning and buying. Additionally, Linder will be called upon to manage Campbell’s advertising agencies.

Linder has worked with Campbell Soup Co. since 1997. Before joining Campbell,she served in various positions at Barilla, Bristol-Myers Squibb and Quaker.

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Nestle launches Boost nutritional drinks for kids

BY Jenna Duncan

MINNETONKA, Minn. Nestle announced Thursday its launch of Kid Essentials Nutritionally Complete Drink, a nutrition drink for children ages 1 through 13 which contains probiotics and 25 essential vitamins and minerals.

Each serving of Boost Kid Essentials also contains seven grams of protein, antioxidants and 244 calories. The drinks come in three flavors: chocolate, strawberry and vanilla.

“We are offering parents, for the first time, one complete drink for children that helps supports a healthy immune system and fills in the nutritional gaps they may be worried about,” Barbara McCartney, VP of retail marketing at Nestle HealthCare Nutrition said in a statement. “The patented straw, which contains probiotics, is a kid-friendly way parents can bolster their children’s natural defenses and help support their healthy growth and development.”

Boost Kid Essentials Drinks are also lactose- and gluten-free and do not contain high-fructose corn syrup. The drinks are available at retail stores across the United States.

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Tropicana touts value, quality of juice drinks

BY Jenna Duncan

BRADENTON, Fla. Tropicana, the juice maker, working with New York City’s Arnell Group (an arm of the Omnicom Group) is set to launch a $35 million multilevel campaign aimed at keeping interest in the fresh juice market stimulated during the down economy.

Spokespersons from Tropicana told the media Thursday that the brand is looking to rejuvenate interests in the fresh juice market. Compared to other bottled and canned “juice drinks” which are made from concentrate or contain only a small percent of juice, Tropicana is the real deal—Tropicana orange juices contain 100 percent fresh-squeezed juice, according to the company.

To emphasize the quality and freshness, Tropicana is using a new catchphrase: “Squeeze it’s natural,” which helps describe its process of juicing, the company said.

The company will also present a new Tropicana juice symbol. Instead of the familiar drinking straw stuck directly into an orange, the new Tropicana symbol features a tall glass of Tropicana juice and a twist-cap on the product’s large containers that is shaped like half of an orange.

According to reports, the investment in Tropicana is part of a plan by PepsiCo to pump about $1 billion of advertising monies into its brands such as Diet Pepsi, Gatorade, Mountain Dew, Pepsi and Quaker to support working with new agencies on campaigns, logos, packaging and product varieties.

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