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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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Tostitos looks to curb drunk driving on Super Bowl Sunday

BY David Salazar
PLANO, Texas — Tostitos is looking out for its customers celebrating this year’s Super Bowl LI. The company is partnering with Mothers Against Drunk Driving to raise awareness about drunk driving and is planning to curb the possibility of Tostito’s fans driving drunk by offering $10 off an Uber ride for 25,000 of its customers receive. 
 
“Our goal is to remove 25,000 cars from the roads that Sunday evening,” Frito-Lay chief marketing officer Jennifer Saenz said. “Whether watching the big game at a friend’s house or at a local bar, a safe ride home is just a few, easy taps away. By simply entering a participating Tostitos UPC code in the Uber app, fans nationwide can receive $10 off an Uber ride.”
 
Earlier this month, the brand rolled out limited-edition “Party-Safe” bags, which feature a sensor that detects alcohol. If it detects alcohol, the sensor turns red, revealing a $50 Uber code and a “don’t drink and drive” message.
 
“Having a good time and being safe go hand in hand,” said Delanie Walker, professional football tight end and MADD volunteer whose aunt and uncle were killed by a drunk driver after watching him play in the 2013 Super Bowl. “Drunk driving is 100 percent preventable. Thanks to Tostitos and Uber, it’s easier than ever to make a safe choice if your plans include alcohol.”
 
The bags with Uber promo code will only be available the day of Super Bowl LI, Feb. 5, in the continental U.S. and Hawaii while supplies last. 
 
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