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TABS taps Leahy for international post

BY Rob Eder

SHELTON, Conn. The TABS Group announced that John Leahy has joined the company in the position of executive advisor, international. An accomplished CPG executive, Leahy brings a wealth of knowledge, experience and relationships to his new post — both in terms of the U.S. market and abroad, in more than 80 different countries.

“We are pleased to welcome John to TABS Group,” said Kurt Jetta, president and founder of TABS Group. “He brings a wealth of experience and contacts that will be instrumental in helping us build our international business. In our initial projects overseas, we have found that each country has a distinct set of issues that needs to be addressed prior to doing business, and John Leahy will enable us to get quickly up the learning curve in each of those countries.”

Prior to joining TABS, Leahy was president of NBTY’s U.S. nutrition wholesale division, as well as NBTY’s international business. Before NBTY, John spent 23 years with Playtex Products, starting off as a district sales manager in 1982 and rising through the ranks to president in 2003.

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Mars supports Susan G. Komen for the Cure

BY Allison Cerra

HACKETTSTOWN, N.J. Mars Snackfood announced that Kyle Busch, driver of the No. 18 M&M’S Toyota in the NASCAR Sprint Cup Series, plans to go pink this weekend during the NASCAR Banking 500 only from Bank of America race in Charlotte, N.C. to support Susan G. Komen for the Cure.

Busch plans to don a special pink firesuit, as well as climb behind the wheel of an all pink M&M’S car during the Saturday night race to help raise awareness for breast cancer.

In addition to the special NASCAR firesuit and car, Mars is offering consumers several delicious ways to support the cause via multiple product offerings including pink M&M’S, MY M&M’S “Promise Blend,” Dove Promises of Hope and My Dove Personal Promises of Hope. Through the limited-edition chocolate candies, Mars will donate a minimum of $850,000 to aid Susan G. Komen for the Cure in their quest to save lives and end breast cancer.

“We are proud to support Susan G. Komen for the Cure, and honored to have the opportunity to serve on their Million Dollar Council,” said Michele Kessler, VP Mars. “Breast cancer continues to touch all of our lives, which is why we feel it’s critical for us to do our part by going pink across our M&M’S and Dove chocolate brand portfolios this month.”

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Celsius launches new advertising campaign

BY Allison Cerra

DELRAY BEACH, Fla. Beginning this month, Celsius Holdings, the maker of a calorie-burning beverage, will launch new national television, print, radio and internet advertising campaign featuring the popular “Burn Baby Burn” theme.

“We are broadening the audience of Celsius with advertising that has mass appeal, as today’s savvy consumer is interested in a healthy beverage alternative that tastes great, is clinically shown to work and burns calories. We believe these new ads capture this philosophy beautifully,” said Irina Lorenzi, VP innovation at Celsius. “This national advertising campaign launches in perfect timing to support our growing nationwide retail distribution for Celsius.”

The national 15 and 30 second TV commercials, now being broadcast on MSNBC, Bravo, CNBC, Lifetime, Lifetime Movies, TLC, E!, HGTV and The Food Network, feature a cross-section of health-conscious people on the go and encompasses today’s busy lifestyles in a fun, upbeat way.

The radio campaign, which can be heard on the Oprah Network on such shows as Oprah Show, Gayle King, Dr. Laura Berman and Dr. Maya Angelou; on Cosmo Radio which is the radio format of Cosmopolitan Magazine, Wake Up with Taylor, and also in major markets throughout the country. This ad which can be heard on www.celsius.com (click on New Radio Spots) focuses on Celsius’ health benefits and great taste and encourages listeners to log on for a retail coupon. Many DJs across the country are now drinking Celsius and are raving about it on the air. The newest national print ad, seen above, is currently in US Weekly, First for Women, Woman’s World and Women’s Health.

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