Celsius inks deal with Mario Lopez
DELRAY BEACH, Fla. Celsius Holdings announced that Mario Lopez, host of “America’s Best Dance Crew,” and “Extra,” will be the national spokesman for Celsius, the company’s popular calorie-burning functional drink.
Lopez will be included in 2010 marketing initiatives and will help promote Celsius to the company’s growing list of national retailers. Additional details of the agreement were not released.
“I’m excited to have the chance to let America know more about Celsius. I’ve been drinking Celsius for a while because it gives me the energy I need to get through my busy day, along with the ingredients that you want to have in your body,” Lopez said. “No other drink gives me the sustained energy to handle everything without the crash.”
Kraft Foods seeks to reel in Cadbury; bid rejected
NEW YORK Kraft Foods again launched a hostile bid for British confectionary Cadbury, according to published reports.
Kraft Foods said Monday it offered a $16.3 billion hostile takeover bid, the same price it offered Cadbury in September. Cadbury rejected the bid Monday.
“Cadbury is an exceptional standalone business,” said Roger Carr, chairman of Cadbury, in a statement. “Kraft’s offer does not come remotely close to reflecting the true value of our company, and involves the unattractive prospect of the absorption of Cadbury into a low-growth conglomerate business model.”
Carr added that, “The repetition of a proposal which is now of less value and lower than the current Cadbury share price does not make it any more attractive. As a result, [the board] has emphatically rejected this derisory offer and has strengthened its resolve to ensure the true value of Cadbury is fully understood by all.”
Kraft did not increase its bid for Cadbury before taking the matter to shareholders.
Cheer launches new ad campaign with Web series
CINCINNATI A Procter & Gamble laundry detergent is getting its own soap– soap opera, that is.
This week, P&G launched “Brighten Bay,” a new Cheer soap campaign that will brighten laundry routines at an affordable price. The campaign, inspired by daytime dramas, includes a new ad featuring real-life soap star Cameron Mathison, of ABC’s “All My Children.” The brands’ first major campaign since the introduction of “The Laundress” in 2007, “Brighten Bay” brings to life all the excitement of the day-to-day happenings in a small community.
The campaign features storylines and Webisodes set in Brighten Bay, a colorful community with on-going drama between its neighbors, including: Nurse Nancy, Sandy, David and the hero of Brighten Bay, Dr. Dan, played by soap opera star Cameron Mathison. Viewers will tune in to watch the drama unfold as Dr. Dan goes head-to-head with David in battles involving love, lies and heartbreak. The campaign will be supported by a robust interactive Web site, www.BrightenBay.com, where viewers can join the community and follow along closely as the plot thickens surrounding Dr. Dan, the bright spot in a dirty world. Visitors to the site will also have access to sweepstakes, soap opera trivia, and other games and activities featured on the Brighten Bay Facebook fan page and the Brighten Bay YouTube channel.
In line with the new Web series, Cheer is launching a sweepstakes called “Sparkle Like a Star” through Dec. 11. The winner will receive star treatment, including first class accommodations, spa treatments and lunch with Brighten Bay’s very own Dr. Dan, to discuss the campaign’s online community and how to add sparkle to their daily lives. Consumers can enter and see official rules at www.brightenbay.com.
“The new Brighten Bay soap opera campaign for Cheer was a natural next step for the brand,” said Carrie Costello, Cheer brand manager. “We wanted to hone in on the relationship with our consumer and connect with her on an emotional level. The campaign is a clever way to brighten up her routine while the new price point provides her with a product that cleans clothes sparkling bright at a great value.”