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Pampers brings pregnancy to the Web with video series

BY Allison Cerra

CINCINNATI A popular diaper brand is launching a Web series series documenting the real-life journey of a young couple as they experience pregnancy and birth for the first time.

“A Parent Is Born,” is a 12-episode series, which debuts on Pampers.com Monday, and also includes a syndication plan with a number of partners online.

“A Parent Is Born” is a docu-drama series following a real couple, Suzie and Steve, along their path to parenthood. The series captures the range of challenges, fears, excitement and joys that come with having your first child. The episodes are 4 to 5 minutes in length and will live on the recently redeveloped Pampers Village Web site, which continues to offer new content and features to delight current parents and parents-to-be where they live, work and play.  “A Parent is Born” is an honest, entertaining, portrayal of a couple’s amazing journey from the 15th week of pregnancy through the first month post birth.

“Pampers understands there are experiences to be faced long before the baby even comes,” said Jodi Allen, North American VP and general manager for Pampers. “The ‘A Parent is Born’ series is an authentic look at the joy and excitement, as well as the challenges and fears that go along with becoming a parent. We are excited to enhance the Pampers Village Web site and provide consumers with compelling video content that not only informs new parents-to-be, but also provides some nostalgic moments for parents looking back at their own journeys.”

The debut of “A Parent Is Born” will also be enhanced by the airing of a 30-minute version of the series on DirecTV’s VOD platform from Aug. 24 to Aug. 30, and the series will be promoted on TLC that week.

The “A Parent is Born” series is the result of a collaboration between Pampers and Procter & Gamble Productions, the division of P&G that connects consumers and brands through engaging and entertaining content. The series is sponsored by Pampers and was created and produced by The ZiZo Group, a digital content strategy company working in partnership with PGP.

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Campbell’s to make soup flavor ‘M’m! M’m! Better!’

BY Allison Cerra

CAMDEN, N.J. Beginning this week, the 25 million Americans who regularly enjoy Campbell’s Tomato soup can start eating healthier as the company rolls out new tomato soup with sea salt.

Campbell Soup Co.’s Tomato soup now will have 480mg per serving, the healthy sodium level designated by the U.S. government.

Adding a naturally flavorful sea salt to the recipe helped Campbell chefs to use 32% less sodium and ensure this healthy soup delivers the great taste people have loved for more than 100 years.

“Introducing one of our top-selling soups with less salt is a major milestone in our sodium reduction journey, especially when you consider Campbell’s Tomato soup is one of the top ten grocery items purchased each week and accounts for about 16 percent of our condensed soup volume,” said Denise Morrison, president Campbell North America. “Because it’s loved by millions of people, we took great care to make certain it still delivers the great taste people expect from their Campbell’s Tomato soup.”

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Sanrio Global Consumer Products, Jelly Belly Candy Co. announce licensing deal

BY Allison Cerra

NEW YORK The makers of the Hello Kitty brand and one of the largest jelly bean makers in the world jointly announce the signing of a licensing agreement for a new package hitting store shelves this fall.

Jelly Belly jelly beans will feature iconic Hello Kitty packaging, Jelly Belly and Sanrio announced.

“Jelly Belly’s quality and true-to-life flavored jelly beans are a perfect match for Hello Kitty,” said Janet Hsu, president Sanrio Global Consumer Products. “Our new partnership comes at a key time for Hello Kitty as we celebrate her 35th Anniversary this year. The super cute packaging, along with Jelly Belly’s signature flavors, are sure to be an instant hit among our fans and Jelly Belly lovers of all ages.”

Jelly Belly Candy Co. is introducing a new 10-Flavor Jelly Belly Hello Kitty Gift Box that holds a custom selection of flavors including Berry Blue, cotton candy, buttered popcorn, cinnamon, coconut, tangerine, green apple, Juicy Pear, watermelon and Very Cherry. The co-branded product brings pop icon appeal to the joint efforts of two global brands and will hit retail shelves in mid-September.

In addition, a cute 1-oz. flip-top Jelly Belly Hello Kitty box holds a selection of assorted flavors of Jelly Belly beans. These clever boxes open at the top and click closed and are the perfect size to take along wherever you go. The single serving size box is ideal for a pocket or a bag. Packed in 24-count display caddy, this item is suitable for the checkout counter, displayed with other Hello Kitty merchandise and included on the candy shelf along with Jelly Belly beans.

Additional information for retailers is available from Jelly Belly Customer Service at (800) 323-9380.

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