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Snickers set to kick off Super Bowl ad campaign

BY Allison Cerra

HACKETTSTOWN, N.J. Mars said will satisfy fans’ hunger for a laugh with its new advertising campaign that debuts during the first commercial break of Super Bowl XLIV.

The first spot of the campaign, called “Game,” features actors Betty White and Abe Vigoda. The spot proves that “you’re not you when you’re hungry,” and reminds consumers that SNICKERS continues to satisfy hunger. Following this debut, a second spot called “Divas” will air in late February featuring international superstars Aretha Franklin, among others.

“There’s no better environment to introduce Snickers new advertising campaign than the Super Bowl, with its massive and truly engaged audience,” said Carole Walker, VP integrated marketing communications at Mars. “The brand’s new advertising is funny, iconic and sure to be part of the national conversation that takes place during and after the game.”

The new campaign, which will include a series of print, television, cinema and digital advertisements, was created by BBDO New York. Additional advertisements will begin appearing in late February 2010.

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Kellogg’s Special K provides new foods for weight-loss management

BY Allison Cerra

BATTLE CREEK, Mich. Some consumers may be ready to conquer their weight-management goals this year, and Kellogg’s is helping those efforts by offering two new foods in line with its Special K Challenge.

Kellogg’s Special K features two new products: Special K low-fat granola and Special K fruit crisps. Special K low-fat granola is made up of whole-grain granola clusters sweetened with a touch of honey, and boasts 190 calories, 6-g protein and 5-g fiber. Special K fruit crisps are a snack alternative, available in strawberry and blueberry flavors, and only are 100 calories.

“When managing their weight women have told us time and time again that variety is an essential part of success,” said Teresa Lindsey-Houston, associate director, Special K brand. “That’s why we’re proud to launch these new products and provide real food options that taste great.”

Visit www.SpecialK.com for more information on Special K products, the Special K Challenge and how you can declare victory this year.

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Febreze adds new scent to Destination collection

BY Allison Cerra

CINCINNATI Febreze has added a new scent to one of its home fragrance lines, inspired by exotic scents from the tropical coastline of Thailand.

The new Thai Dragon Fruit fragrance joins other scents inspired by tropical getaways and international travel, including Hawaiian aloha, Brazilian Carnaval and Moroccan bazaar. The Febreze Destinations collection was created by infusing scents from these locations into the Febreze product line that includes fabric refresher, air effects, candles and noticeables.

“In expanding the scents that Febreze Destinations collection has to offer, we are bringing the exotic aspects of Thailand to our consumers through an authentic scenting experience,” said Scott Beal, Febreze brand manager.

The Febreze Destinations collection is available nationally at food, drug and mass retailers with suggested prices ranging from $2.99 to $7.99.

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