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Tropicana launches ‘Get Your Fruit On!’ campaign

BY Allison Cerra

CHICAGO As 7-out-of-10 American adults are not getting enough fruit in their daily diets — despite the USDA Dietary Guidelines recommendation to consume four servings, or two cups, of fruit a day as part of an overall healthy diet — Tropicana is doing something to make fruit consumption easy for all.

To help narrow the fruit gap for kids in need, and encourage Americans to increase their fruit consumption, Tropicana Products is rallying people to “Get Your Fruit On!” with Tropicana Pure Premium orange juice starting in June: National Fruit and Vegetable Month.

“The goal of our ‘Get Your Fruit On!’ campaign is to help Americans, and especially kids, in need of good nutrition get on the right path to realizing the nutritional benefits of fruit and fruit juice,” said Andy Horrow, chief marketing officer for Tropicana. “Surprisingly, we’ve learned a majority of orange juice drinkers are unaware that 100% orange juice contributes to their daily fruit intake. A glass of Tropicana Pure Premium orange juice at breakfast is one great-tasting and convenient way to get a jump start on your fruit goals.”

To kick off this campaign, Tropicana is donating orange juice to the USDA’s Summer and School Food Service Program For Kids. A quarter million fruit servings of Tropicana Pure Premium 100% orange juice will be given to the USDA, starting with its national Summer Food Service Program for kids and continuing on with its School Breakfast Program.

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Kimberly-Clark, Depend team up to fight prostate cancer

BY Anna Mcgrath

DALLAS Kimberly-Clark and the Depend brand have announced their partnership with Zero – The Project to End Prostate Cancer.

From now through 2010, proceeds from the purchase of each package of Depend Underwear for Men and Depend Guards for Men will contribute to a final donation of $250,000 to Zero to help fund education for patients, free screenings for those at risk and cancer research.

Prostate cancer currently is the second-leading cause of male cancer-related deaths in the United States, with an estimated 27,360 fatalities in 2008. Despite being such a prevalent disease among males, nearly 100% of men diagnosed with the disease in its early stages are alive five years later. Early detection remains a critical step to surviving cancer.

“Our hope for future generations is that prostate cancer becomes a thing of the past,” said Skip Lockwood, CEO of Zero. “We commend Kimberly-Clark and the Depend brand for their commitment to helping us eradicate this disease.”

As part of the program, the Depend brand has aligned with a team of sports legends who each have a unique experience with prostate cancer. Survivors of the disease, including golf’s Jim Colbert, former baseball star and Zero board member Ken Griffey Sr., Football Hall of Famer Len Dawson and World Boxing Hall of Fame referee Joe Cortez, will join Pro Football Hall of Fame Class of 2009 inductee Rod Woodson, who at age 44 has pledged to get screened for the disease for the first time, as campaign ambassadors. All five men will share their personal stories, interact with consumers online at Depend.com and participate in various marketing communications activities, which will encourage men to be proactive about their prostate health.

Depend products continue to serve as valued resources for those recovering from prostate health issues, helping them maintain a normal and active lifestyle. For more information about Depend products or “The Depend Campaign to End Prostate Cancer,” visit www.depend.com.

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Drank rolls out distribution in Atlanta

BY Anna Mcgrath

HOUSTON Innovative Beverage Group Holdings and Eagle Rock Distributing Co. announced their recent partnership to begin distribution of Drank, the extreme relaxation beverage.

Serving Georgia since 2000, Eagle Rock has been providing eastern Atlanta and surrounding counties with Anheuser-Busch beer. Eagle Rock recently added Yuengling, New Belgium and Peak Organic products to its portfolio, along with a wide variety of such nonalcoholic beverages as 180 Energy Drink, Borba Skin Water, Function Drinks and products distributed by Icelandic Glacial.

“I am very excited and proud to bring Drank to our areas of distribution,” said Robert Williams, Innovative brand manager of Eagle Rock. “As the first relaxation beverage, Drank suits our mission to provide the most delicious and effective beverages to our consumers. Drank’s track record is paved by both consumer satisfaction and excellence, a trend we expect to continue with this partnership.”

Since launching in select markets in early 2008, Drank has quickly become the go-to beverage for people looking to relax their minds and bodies.

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