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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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Snickers turns 80

BY Allison Cerra

HACKETTSTOWN, N.J. The candy bar known to satisfy hunger has reached a milestone: its 80th birthday.

Snickers, which was first introduced in 1930, cost just 5 cents when it made its candy aisle debut. Now, the brand boasts $2 billion in sales, currently holding the No. 1 selling candy bar spot in the United States, with distrubution in more than 70 countries worldwide.

The candy, which features nougat topped with caramel, roasted peanuts and covered with milk chocolate, is one of Mars’ most popular brands and continues to breathe new life into its brand with spin-off candies, new slogans and promotions ( the most recent being “snackonomics”) to Super Bowl ads. It remains one of America’s most beloved confections.

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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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