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Nespresso introduces Linizio Lungo for the morning coffee-drinker

BY Rebecca Haughey

NEW YORK — Nespresso on Monday announced the addition of Linizio Lungo to its range of high-quality coffee. Linizio Lungo is a rich, smooth, velvety coffee with mild character and sweet round cereal notes, expressly created for America’s morning coffee drinker.

Created to provide a longer cup of coffee, Linizio Lungo joins the family of existing Nespresso Lungos: Vivalto Lungo, Decaffeinato Lungo and Fortissio Lungo.

Linizio, derived from the Italian inizio — the beginning, or initiation —evokes the start of the day. A pure Arabica from South America, Linizio Lungo is a well-rounded blend made of Brazilian and Colombian coffee. The Linizio Lungo Grand Cru, which will be part of the permanent Nespresso Lungo range, is designed like the rest of the range to be savored in a long cup or combined with fresh milk in cappuccinos and lattes, adding caramelized notes while preserving the roasted flavor.

Reflecting the time it is best enjoyed, the Linizio Lungo capsule is the warm, orange color of the rising sun. The new coffee is now available at Nespresso Flagship Boutiques, Nespresso Boutique-in-Shop locations, through the Nespresso Club and at Nespresso.com. A sleeve of Linizio Lungo will sell for $6.00.

 

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Lipton launches global Instagram contest

BY Jason Owen

ENGLEWOOD CLIFFS, N.J. — Lipton is celebrating the feel-good moments of their tea fans with the launch of Liptagram, its first ever global photo contest allowing Lipton fans around the world to share and connect. Liptagram invites Lipton fans to creatively and visually share uplifting moments for the chance to win an all-expense paid trip to Kenya for two to visit Lipton’s Rainforest Alliance certified tea estates. Consumers can upload images through Instagram, the world’s largest photo sharing application now through March 2, 2013.

"Liptagram brings to life Lipton’s philosophy of enjoying positive moments," said Alfie Vivian, VP Refreshments, Unilever North America. "By asking our passionate tea fans around the world to capture their images with Instagram, they are sharing how they embrace life’s rich possibilities."

Liptagram comes at a time when Lipton is encouraging new and younger consumers to drink tea on a more regular basis to provide that much needed lift during their hectic daily lives. Similarly, Liptagram gives people the chance to socially experience that much needed lift. "There are so many sentiments in an image," said Vivian. "Whether it exudes excitement, spontaneity or brightness, images can capture a positive moment and inspire you to feel the same way."

Liptagram is a four-week photo challenge where fans can tag their Instagram photos with weekly theme hashtags, which celebrate Lipton’s core values. The themes are as follows: #LiptonBrightness, #LiptonExcitement, #LiptonUplifting, #LiptonSpontaneous.

 

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Oreo asks fans to choose their favorite: cookie or creme?

BY Jason Owen

EAST HANOVER, N.J. — Following a global celebration of its 100th birthday, Oreo launched its latest marketing campaign "Cookie vs. Creme," during America’s biggest football game.

The premiere of Oreo "Whisper Fight," which is the brand’s first time advertising during the Super Bowl, kicked off a two-month program that focuses on the long-standing disagreement dividing Oreo fans — which part of an Oreo is the best, the cookie or the creme?

"Coming off our incredible 100th birthday celebration, we are thrilled to be showcasing the iconic Oreo brand on this national stage," said Lisa Mann, Vice President, Cookies, Mondelez International. "We knew we wanted to kick off the next 100 years for Oreo in a big way, and what better way than by bringing the long-standing disagreement of cookie versus creme to one of America’s biggest television events."

The 30-second TV spot depicts a passionate disagreement of "Cookie vs. Creme" by two men seated in a quiet library. The conversation escalates into a heated scuffle, culminating in pandemonium. In addition to "Whisper Fight," a second spot is slated to air starting March 11 on major U.S. cable networks. Both spots were created by Portland-based ad agency, Wieden + Kennedy.

Throughout the campaign, Oreo will continue to engage consumers in the Cookie vs. Creme disagreement through a number of digital activations, beginning with "#cookiethis/#cremethis" during the Super Bowl. Oreo is asking its fans to check out the new Oreo Instagram profile and hashtag a photo they love with #cookiethis or #cremethis. Over the course of a three-day period, Oreo will select a number of photo submissions and work with a team of artists to create sculptures using the fan’s favorite part of an Oreo, the cookie or the creme. The sculpture creations will be photographed and uploaded to Instagram for fans to see and share.

The campaign will be supported by owned media, digital and mobile ads, search, public relations and in-store point of sale. Starting Monday, February 4, consumers can also get involved in the "Cookie vs. Creme" conversation at select retailers across the country through a number of promotions, including texting cookie or creme to 63065 for a chance to win $100,000.

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