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Honey Bunches of Oats launches ‘Positive Mix’ campaign

BY Allison Cerra

NEW YORK — Honey Bunches of Oats has launched a national campaign that "aligns the brand’s spirit of positivity with the uplifting power of music."

The multiplatform "Positive Mix" campaign includes exclusive category integration in the 2012 Latin Grammy Street Parties, now celebrating its 10th year. The six-city cross-country festival will lead up to the Annual Latin Grammy Awards telecast on Nov. 15 in Las Vegas. The festival kicked off Sept. 30 in Chicago, where Honey Bunches of Oats interacted with consumers. The festival continues to the top Hispanic communities across the country making stops in Houston, Dallas, Los Angeles, San Jose, Calif., and finishing the celebration in Miami on Nov. 4.

"Music has been key for Honey Bunches of Oats to successfully form an emotional connection with our Latina consumer and ignite her ‘chispa’ or ‘spark.’ The perfect evolution to our marketing plans recently has been our strategic partnership with Prince Royce and our sponsorship of the Latin Grammy Street Parties, leading to the biggest night in Latin music — the Latin Grammy Awards. We strongly believe this program is the ideal forum for Honey Bunches of Oats to further connect with our consumers in a relevant and exciting way during a very busy pop culture time period of the year," said Mike Foley, brand manager for U.S. Hispanic and export at Post Foods.

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Jimmy Dean debuts new look for packaging

BY Allison Cerra

DOWNERS GROVE, Ill. — Jimmy Dean has introduced a new packaging look for its line of convenience breakfast products.

The packaging refresh, which features new graphics, product images and a contemporary brand logo, gives the brand’s breakfast products a consistent look and feel across the entire product portfolio, including Jimmy Dean breakfast sandwiches, breakfast bowls, skillets, omelets, pancakes and sausage, quesadillas and all Jimmy Dean Delights product offerings.

"This contemporary new look was created to provide consistency and immediately grab consumers attention, making it easier to find their favorite Jimmy Dean products on shelves," Jimmy Dean VP marketing Amy Grabow said. "We’ve also created a distinct new look for our popular Delights line that communicates a ‘better-for-you’ message while staying true to the Jimmy Dean brand persona."

Jimmy Dean’s convenience product portfolio is expected to complete transformation by November, followed by the brand’s line of refrigerated fresh roll sausage and fully cooked links and patties beginning in early 2013.

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Sagent launches drug for apnea of prematurity in infants

BY Alaric DeArment

SCHAUMBURG, Ill. — Sagent Pharmaceuticals has launched a drug used to treat apnea of prematurity in infants, the drug maker said Wednesday.

Sagent announced the launch of caffeine citrate injection and caffeine citrate oral solution, used to treat apnea of prematurity in infants between 28 and less than 33 weeks gestational age.

The market for the drug was worth about $28.5 million during the 12-month period ended in July, according to IMS Health. The drug features Sagent’s PreventIV Measures packaging and labeling, which are designed to reduce medication errors.


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