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Mentos launches Facebook application

BY Allison Cerra

CINCINNATI “The fresh maker” has a new Facebook application.

Mentos, the chewy mint known for its optimistic take on life, has launched the Fresh Goes Better Facebook application, which allows visitors to view and hear original work by artists who upload their creations directly to the U.S. Mentos Facebook page. Work is organized in three categories: fresh graphic art, fresh music and fresh video. A featured artists section on the page will spotlight work that is the freshest of the fresh.

“After years of stumbling upon and admiring Mentos-inspired art here and there, it was time to share the wealth,” said Craig Cuchra, brand manager for Mentos. “Creating the Fresh Goes Better application on Facebook is a way of sharing the incredible energy of our fans by becoming a curator for work by established and aspiring artists in three genres. It will allow art enthusiasts of all ages across America to enjoy and offer visions of freshness.”

Mentos art enthusiasts can view and “like” the Facebook application or submit fresh art, music or video at http://www.facebook.com/MentosUS. More information about Mentos Mints is available at http://us.mentos.com.

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CVS/pharmacy makes donation to LA Diaper Drive

BY Allison Cerra

WOONSOCKET, R.I. A leading retail pharmacy chain has made a donation to a volunteer organization that provides diapers to low-income families in the Los Angeles area.

CVS/pharmacy donated 600,000 diapers to LA Diaper Drive. A portion of the diapers will be distributed by LA Diaper Drive at “Los Angeles’ Biggest Playdate,” a family festival co-hosted by CVS/pharmacy and LA Diaper Drive on May 22. The event site — Rosecrans Boundless Playground — provides access for children of all abilities to play together and was built in 2008 through a grant from the CVS Caremark Charitable Trust as part of the CVS Caremark All Kids Can program to enrich the lives of children with disabilities, CVS said.

Remaining diapers will be distributed to families throughout the year by more than 20 of LA Diaper Drive’s partner organizations, which provide the diapers as incentives to attend important life skills classes aimed at improving lives and promoting safe and healthy families.

“We know that so many families lack everyday necessities like diapers, which can become an overwhelming financial burden,” said Eileen Howard Dunn, SVP corporate communications and community relations for CVS Caremark. “We are pleased to be able to support families throughout Los Angeles with this donation of 600,000 diapers and are so proud to play a role in giving back to our community during these challenging economic times.”

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Presidente Beer expands U.S. market presence with campaign

BY Allison Cerra

MIAMI A Hispanic and multicultural marketing firm has been tapped to boost a popular Dominician Republic beer’s U.S. market presence.

Presidente Beer is seeking to advance its brand with the help of ViVA Partnership to help advance the brand to a leadership position for imported Latin beers. The new Presidente Beer integrated campaign is set to launch in June in select markets, initially targeting South Florida residents and U.S. tourists traveling to the Caribbean, ViVA Partnership said.

“The goal is to integrate multiple online/offline elements that are so fluid it’s impossible to detect any boundaries between what takes place online and the experience for consumers offline,” said Linda Lane Gonzalez, ViVA Partnership CEO. “Each component works toward establishing a relationship with the consumer. From a Facebook fan page to online experiences with games, downloads, screensavers, contests and virtual gifts to real-life encounters on the beach, or cruise ships, everything is tied together with a central strategy.”

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