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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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Mars lands chocolate sponsorship for Emmy Awards

BY Allison Cerra

HACKETTSTOWN, N.J. Mars Snackfood US announced that it will return for its fifth consecutive year as the official chocolate sponsor of the 61st Primetime Emmy Awards Governors Ball, with its Dove and Fling chocolate brands.

The brands will serve as the exclusive chocolate sponsors and provide product for all Primetime Emmy events, including the Governors Ball, Creative Arts Awards and Performers Nominee Reception.

“We are thrilled to be continuing our partnership with the Television Academy and are especially excited to be introducing Hollywood and the Primetime Emmys to our newest product, Fling Chocolate,” said Thomas Pinnau, VP indulgence, Mars Snackfood US. “We know the guests, from celebrities to Hollywood VIPs, will enjoy indulging in our real chocolate treats at Primetime Emmy events and beyond.”

The chocolate brands will be featured at the Governors Ball on the dessert menu and as party favors.

Fling, the first new product from Mars in the last 20 years, is a truffle atop a subtle crisp layer of meringue in shimmering chocolate.

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CBS, Pepsi Max unveil first-ever use of video in print

BY Allison Cerra

NEW YORK CBS announced an exciting new entertainment marketing breakthrough with soft drink Pepsi Max: the first-ever use of video in a print advertisement.

Video-in-print technology, to be packaged in a print ad spread in the Fall TV preview issue of Entertainment Weekly, is the centerpiece of an exclusive partnership between CBS and PepsiCo’s Pepsi Max designed to launch the network’s Monday night comedy lineup and new dramas; and to promote Pepsi Max, the first diet cola for men.

For the very first time, readers can watch video content straight from the printed page via a paper-thin interactive video player (featuring five channels of CBS and Pepsi Max content)  to be inserted into CBS/Pepsi Max ads in select copies of Entertainment Weekly‘s Fall TV preview issue (Sept. 18 issue, on stands Friday, Sept. 11).  The newest of CBS’s long list of marketing innovations, such as the celebrated promotional eggs, flash drives in print ads and roof-top ads for airplane passengers, this VIP promotion provides an opportunity to sample CBS’s new series in a remarkably unique and involving way.  Omnicom’s OMD, the media agency for CBS and PepsiCo, helped orchestrate the deal.

As Entertainment Weekly readers flip to the “Monday to the Max” CBS/Pepsi Max promotional spread they will be greeted with a specially-produced brief video featuring “The Big Bang Theory”‘s Kaley Cuoco, Jim Parsons and Johnny Galecki, in character as Penny, Sheldon and Leonard. The trio explains how to use the VIP player, while also chatting about Entertainment Weekly and exchanging some characteristically cutting remarks with each other. After the bit, the menu will feature options for upcoming shows on CBS, returning favorites and more.

The ground-breaking VIP player, developed and manufactured by Americhip, Inc., produces high quality video and audio, and is thin and durable enough to withstand the rigors of magazine binding and U.S. mail delivery.

“This is an extraordinary way to refresh how we interact with consumers,” said Frank Cooper, chief marketing officer, portfolio brands, Pepsi-Cola North America Beverages.  “We’re constantly seeking new ways to reach and connect with our core audience, and, as part of this groundbreaking alliance, we’re utilizing technology that’s both surprising and engaging.Most importantly, we’re adding value in the right context through a combination of great content and innovative partners.  Pepsi Max’s ‘I’m Good’ spot plays well with the upbeat, irreverent voice that defines CBS’s Monday night comedy lineup – putting it directly into the hands of a key demographic target – readers of Entertainment Weekly’s Fall TV preview issue.”

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