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Tide gets messy with ‘Ramona and Beezus’

BY Allison Cerra

CINCINNATI Procter & Gamble’s Tide detergent brand has developed a multifaceted marketing partnership with 20th Century Fox’s summer family film, “Ramona and Beezus.”

As part of the campaign to support Tide’s Acti-Lift technology, the partnership with “Ramona and Beezus” — based on the popular Beverly Cleary children’s book series — was inspired by the tendency of the movie’s lead character, Ramona, to get herself into messy situations. Ramona’s lively imagination is also reflected in her unique and colorful clothing choices. Her expressive style is also at the heart of the idea behind Tide’s recently launched advertising campaign: “Style Is An Option, Clean Is Not.”

“Tide with Acti-Lift is designed to soften and break up dry stains, lifting them off with ease…and as Ramona reminds us, kids get plenty of stains,” said Suzanne Watson, Tide associate marketing director, North America. “We are thrilled to partner with ‘Ramona and Beezus’ as we hope to encourage moms to let their kids have fun and ‘color outside the lines’ in life…Tide with Acti-Lift will be to help get those stubborn stains out.”

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Bloated soda tax caves in

BY Allison Cerra

WASHINGTON Lobbying by the American Beverage Association has squashed state government plans to put the much-debated soda tax into action, according to published reports.

Earlier this year, soda tax legislation was advocated in several areas across the country, as obesity rates skyrocketed over the past decade and state governments saw it as a solution to offset the statistic, as well as its own financial burdens brought on by the recession. Thanks to industry lobbying, however, the idea has faced backlash, causing government officials that supported the tax to back down and look for alternative solutions. States including Mississippi, New Mexico and New York, since have scrapped their soda tax legislations.

One commercial that hit New York airwaves said that Gov. David Paterson’s statewide soda tax would affect families. The commercial proved that the beverage industry is a force to be reckoned with.

According to a study published in Health Affairs, excise taxes on sugar-sweetened beverages would have no noticeable impact on obesity. This idea has been advocated by lobbyists, saying that there are other ways to curb obesity in the United States.

“The effectiveness of a soft drink tax, if anything, would be trivial,” said ABA president and CEO Susan Neely. “A tax doesn’t even qualify as a good start to addressing the rising rates of obesity. We need to move beyond these simplistic ideas and pursue comprehensive, meaningful solutions from all aspects of society if we’re really going to reverse childhood obesity. Our industry is certainly stepping up to do its part.”

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Pamela’s Products now available in single-serve packs

BY Allison Cerra

UKIAH, Calif. A maker of gluten-free foods has launched single-serve packs of its best-selling products.

Pamela’s Products launched its chocolate brownie and baking and pancake mixes, designed for on-the-go customers. The single-serve packs makes a stack of four pancakes, or one microwave brownie in about a minute. Complete with simple, easy-to-follow instructions and made of all natural ingredients the single-serve packs are ideal for busy families, college students, and anyone looking for portion-control.

The single-serve packs will be available in the fall for $1.99 each.

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