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CBS, Pepsi Max unveil first-ever use of video in print

BY Allison Cerra

NEW YORK CBS announced an exciting new entertainment marketing breakthrough with soft drink Pepsi Max: the first-ever use of video in a print advertisement.

Video-in-print technology, to be packaged in a print ad spread in the Fall TV preview issue of Entertainment Weekly, is the centerpiece of an exclusive partnership between CBS and PepsiCo’s Pepsi Max designed to launch the network’s Monday night comedy lineup and new dramas; and to promote Pepsi Max, the first diet cola for men.

For the very first time, readers can watch video content straight from the printed page via a paper-thin interactive video player (featuring five channels of CBS and Pepsi Max content)  to be inserted into CBS/Pepsi Max ads in select copies of Entertainment Weekly‘s Fall TV preview issue (Sept. 18 issue, on stands Friday, Sept. 11).  The newest of CBS’s long list of marketing innovations, such as the celebrated promotional eggs, flash drives in print ads and roof-top ads for airplane passengers, this VIP promotion provides an opportunity to sample CBS’s new series in a remarkably unique and involving way.  Omnicom’s OMD, the media agency for CBS and PepsiCo, helped orchestrate the deal.

As Entertainment Weekly readers flip to the “Monday to the Max” CBS/Pepsi Max promotional spread they will be greeted with a specially-produced brief video featuring “The Big Bang Theory”‘s Kaley Cuoco, Jim Parsons and Johnny Galecki, in character as Penny, Sheldon and Leonard. The trio explains how to use the VIP player, while also chatting about Entertainment Weekly and exchanging some characteristically cutting remarks with each other. After the bit, the menu will feature options for upcoming shows on CBS, returning favorites and more.

The ground-breaking VIP player, developed and manufactured by Americhip, Inc., produces high quality video and audio, and is thin and durable enough to withstand the rigors of magazine binding and U.S. mail delivery.

“This is an extraordinary way to refresh how we interact with consumers,” said Frank Cooper, chief marketing officer, portfolio brands, Pepsi-Cola North America Beverages.  “We’re constantly seeking new ways to reach and connect with our core audience, and, as part of this groundbreaking alliance, we’re utilizing technology that’s both surprising and engaging.Most importantly, we’re adding value in the right context through a combination of great content and innovative partners.  Pepsi Max’s ‘I’m Good’ spot plays well with the upbeat, irreverent voice that defines CBS’s Monday night comedy lineup – putting it directly into the hands of a key demographic target – readers of Entertainment Weekly’s Fall TV preview issue.”

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Nestle Toll House relaunches with ‘new batch’ label

BY Allison Cerra

SOLON, Ohio After almost two months of being out of the U.S. marketplace, Nestle USA is pleased to announce that Nestle Toll House refrigerated cookie dough is returning to stores this week.

To make it easy for both retail partners and consumers to identify the new batch of cookie dough, a blue “new batch” label will appear on all new production cookie dough items. Nestle Toll House shipping cases also are marked in blue (rather than the previous black) to denote new production and will contain the statement: “Do not consume raw cookie dough.” The adoption of this distinct labeling is the result of helpful discussions between Food & Drug Administration officials and Nestle, following reports of E.coli O157:H7 illnesses that appeared to be related to the consumption of raw cookie dough.

 

Following the voluntary recall of all Nestle Toll House refrigerated cookie dough products in June and throughout the investigation, Nestle worked in full cooperation with the FDA to test their facility, production equipment, processes, ingredients and finished product to ensure that Nestle Toll House cookies meet the high standards consumers have come to expect.

“We’re proud to place Nestle Toll House refrigerated cookie dough back on store shelves,” said Paul Bakus, general manager, Nestle USA Baking Group. “While the FDA inspection at our Danville, Va., facility has concluded, Nestle’s commitment to food safety continues, as does our intensive testing. We test ingredients as they arrive and our cookie dough as it’s made. We hope families around the country will continue to enjoy our cookies.”

Consumers who purchased the recalled products should not consume them. Instead, Nestle asked that consumers return these products to their local grocer for a full refund. Nestle has also strongly advised consumers that cookie dough should not be consumed raw as their product labels caution.

Consumers with questions are invited to contact Nestle Consumer Services at 1-800-559-5025 or to visit our web site at www.verybestbaking.com.

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Kimberly-Clark gets soft with new Cottonelle wipes

BY Allison Cerra

DALLAS Believing sensitive skin care has no boundaries, Kimberly-Clark Corp. is introducing improved Cottonelle Aloe & E toilet paper and new Cottonelle SoothingClean flushable moist wipes. These extra gentle products offer a combined solution that help make it easy for consumers to care for sensitive skin in their most sensitive spots.

“Sensitive skin is a big concern for many consumers. Some 67% of women claim to have sensitive skin, and 40% of adult consumers report ‘minor skin irritation down there’,” said Courtney De Salvatore, brand manager. “Cottonelle Aloe & E toilet paper and Cottonelle SoothingClean flushable moist wipes help make caring for sensitive skin on bottoms an easy part of users’ daily personal care routine.”

Cottonelle Aloe & E toilet paper has been improved as a gentle, gliding, silkier, softer bath tissue that is even more comfortable to use than the prior Aloe & E tissue. Cottonelle SoothingClean flushable moist wipes are new to the market and are dermatologist tested. The product is alcohol free, enriched with Aloe & E, gentle enough for everyday use, and breaks up after flushing.

To help educate consumers about sensitive skin care – in a gentle, cheeky way – the Cottonelle brand has established the Cottonelle Institute of Sensitive Skincare online at www.cottonelleinstitute.com. The informational Web site, hosted by the iconic Cottonelle puppy, helps visitors discover their individual sensitive skin types – and how to care for them – through interactive labs, tips and activities.

Cottonelle Aloe & E toilet paper and Cottonelle SoothingClean flushable moist wipes are available in retail outlets across North America.

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