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Red Bull expands Editions line with 2 new sugar-free varieties, Green Edition

BY David Salazar
SANTA MONICA, Calif. — Red Bull is expanding its line of Red Bull Editions, adding two new sugar-free flavors and reviving a limited-edition flavor from 2016 as a permanent fixture. The company introduced the acai berry-flavored Red Bull Purple Edition Sugarfree and the limeade-flavored Red Bull Lime Edition Sugarfree. 
 
Alongside the two new sugar-free flavors, the company introduced Red Bull Green Edition, which is the permanent addition of last year’s limited edition kiwi apple flavored Red Bull Summer Edition Kiwi Twist. 
 
The new products will be available nationwide with a suggested retail price of two for $5.33. 
 
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Sparkling Ice takes home UK Product of the Year award

BY David Salazar
PRESTON, Wash. — Sparkling Ice and its parent company Talking Rain Beverage Co. were recently recognized in the United Kingdom in the Product of the Year consumer survey. The company won the “no added sugar” drinks category of the annual survey that aims to identify the top CPG products on the market, which this year saw nearly 12,000 U.K households respond. 
 
The company said it expanded its presence in the United Kingdom and Ireland last year to 15,000 stores, hitting shelves in April 2016. The company markets its black raspberry, orange mango, peach nectarine and strawberry kiwi flavors in these markets. 
 
“Since our launch in the U.K. and Ireland this past spring, we have been energized by the excitement surrounding our brand,” Talking Rain Beverage Co. president and CEO Kevin Klock said. “This award is a special honor as it has been voted on by the U.K. consumer, and we are proud to offer a beverage free of added sugar, that delivers the bold flavor, fizz and refreshment that the marketplace demands.”
 
Sparkling Ice VP PR and community relations Nina Morrison and chief marketing officer Brian Kuz attended the award ceremony at London’s Sheraton Grand on Park Lane. Kantar TNS conducted the research and collated the survey. 
 
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Snickers to hit Super Bowl with live commercial

BY David Salazar

HACKETTSTOWN, N.J. — Snickers, which is known for its ambitious ad campaigns, is upping the ante this year with a third-quarter live commercial for Super Bowl LI on Feb. 5. The company will be the first brand to conduct a live ad during the big game. “Star Wars Episode VI: The Force Awakens” actor Adam Driver will be starring in the 30-second spot. 
 
“Every year we challenge ourselves to find new ways to satisfy our fans hunger for entertainment by delivering something new and breakthrough, and there is no better way than being the first to have a Super Bowl live ad,” Snickers Brand Director Allison Miazga-Bedrick said. “But the actual ad is only part of the equation – we're also going to support our 30-second live ad with over 30 hours of original content that we'll stream live leading up to the Super Bowl.”
 
In a lead-up to the broadcast to get fans excited, Snickers — which has released a series of four trailers for the commercial — will be producing a 36-hour live stream from the set at SNICKERSLIVE.com and on the Snickers Facebook page starting Feb. 2 at noon EST. The brand will also live-stream before, during and after the game on its social channels. 
 
“We're excited to welcome Snickers back to the Super Bowl on FOX,” Fox Networks Group VP advertising sales Bruce Lefkowitz said. “There's no bigger platform for capturing consumers' attention than the Super Bowl, which is the preeminent live event on television, and as this first-ever live Super Bowl spot demonstrates, innovation in advertising comes as much from outstanding creative ideas as it does from technology.”
 
This year will be the third in a row that Snickers runs an ad during the Super Bowl and its sixth overall. 
 
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