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Powerade encourages athletes to ‘keep playing’

BY Allison Cerra

ATLANTA In the brand’s first-ever global integrated marketing campaign, Powerade will give athletes the inspiration and ability to “Keep Playing,” through a comprehensive campaign highlighted by an online experience and the presence of Powerade at the 2010 FIFA World Cup.

Powerade, which has been selected as the hydrating beverage for the teams participating in this year’s World Cup, will be featured in a specially designed bottle and launch a global marketing campaign in line with the upcoming event. Additionally, Powerade has launched a video on YouTube, depicting the effects sports (particularly, soccer) have on the human body and how Powerade delivers nutrients to enhance a player’s performance.

Powerade is a brand of Coca-Cola, a FIFA Partner and one of the longest-standing corporate partners of FIFA with a formal association since 1974. The Powerade brand will be part of the company’s overall sponsorship marketing activation around the FIFA World Cup.

“We are delighted that FIFA has chosen Powerade to hydrate the world’s best footballers during the FIFA World Cup,” said Mark Greatrex SVP, still beverages, Coca-Cola. “The FIFA World Cup is the biggest sporting event in 2010 and an incredible platform for us to showcase the brand to a worldwide audience. This is a major milestone for the Powerade brand and an indication of the importance of the sports drink category in our portfolio of beverages.”

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Supervalu sues Hershey, Mars, Nestle

BY Allison Cerra

MINNEAPOLIS A grocery chain has filed an antitrust lawsuit against three confectioners and their affiliates, accusing the companies of fixing prices from 2002 until 2008.

Supervalu filed a complaint against Hershey, Mars and Nestle USA, claiming the companies “entered into a conspiracy not to compete in the sale of chocolate candy products.”

The suit was filed in the U.S. District Court of Pennsylvania. Click here to read the full complaint.

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Gain kicks off new campaign with celebrity best friends

BY Allison Cerra

CINCINNATI Gain has kicked off its “Better Together” campaign with celebrity best friends, Melissa Joan Hart and Soleil Moon Frye.

The campaign, which emphasizes the combination of Gain’s matching detergent and fabric softener to clean clothes, also has kicked off on IloveGain.com, where Gain fans can upload their personal stories, play interactive friendship games and hear more about Hart and Frye’s most favorite shared memories.

“We’re pleased to partner with Gain to celebrate close friendships in a fun and light-hearted way,” said Melissa Joan Hart. “Soleil and I have been friends since we were children, and we can certainly attest that our experiences have been better when shared together.”

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