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Doritos narrows hopefuls in Super Bowl sweepstakes to five

BY Jenna Duncan

PLANO, Texas As game day for Super Bowl XLIII quickly approaches, the chance to win a free trip to “Crash the Super Bowl” is coming to a close.

Visitors to Doritos’ “Crash the Super Bowl” can get a chance to win tickets to the game by watching and voting on five finalist videos, selected from almost 2,000 submissions of user-generated ads. One ad will be selected to appear on the air during the game and the creator will receive $1 million if the USA Today Ad Meter ranks it as one of the most popular ads appearing during the game. 

Each of the five finalists will receive $25,000 and a trip to Super Bowl XLIII in Tampa Bay to view the game from luxury box seats.

“They are literally about to give Madison Avenue a run for its money,” Doritos group VP of marketing, Ann Mukherjee, said in a statement.

Voting ends on Jan. 25. Visitors can cast their votes online through a link at http://crashthesuperbowl.com/.

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Dole sells nutritional products with ‘superfood’ label

BY Melissa Valliant

WESTLAKE VILLAGE, Calif. Dole, the world’s largest fresh produce provider, is taking advantage of the term “superfood,” which was made popular through books a few years ago as a word to describe those food products that offer a high amount of nutritional value.

Dole has its own Web site — dolesuperfoods.com — dedicated to nutritional foods and sorts these products into such health categories as heart, bones, eyes and antioxidants.

“For each category a qualifying fruit or vegetable must contain a minimum level of certain nutrients which have been grouped together because they have the same health benefit,” said Nick Gillitt, a scientist with Dole’s Nutrition Institute.

Dole is also using the logo “Superfood for your Heart” for many of their products and marking superfoods as such. Bananas and other unpackaged items don superfood stickers, while pineapples sport “Superfood for your Joints” hand tags.

Dole isn’t the first company to use the term “superfood” as a marketing tool; NewStar Fresh Foods in October marked its Super Spinach a superfood, and retail newsletters distributed by Safeway and Albertsons have been selling their products through this marketing strategy for a while. Keystone Fruit Marketing Inc. wants to mark its sweet onions as a superfood and is currently busy working on scientific research to determine whether or not sweet onions make the cut.

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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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