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Winn Dixie expands Fuelperks! program into central Fla.

BY Michael Johnsen

ORLANDO, Fla. — Winn-Dixie on Wednesday expanded its Fuelperks! rewards program throughout central Florida, incorporating 62 Winn-Dixie stores in Orlando and Daytona, Fla., areas into the program.

As part of the program, the Winn-Dixie customer reward card has been redesigned to include a magnetic stripe on the back, similar to a debit or credit card.

Shoppers using the new Winn-Dixie customer Reward card can begin earning fuel discounts at more than 150 participating Shell stations. Winn-Dixie customers have already saved more than $26 million with the Fuelperks! rewards program, which includes more than 300 store locations throughout Georgia, Florida and Louisiana.

For every $50 in qualified purchases using the new CRC at Winn-Dixie, guests earn a 5 cents-per-gallon discount on fuel that is redeemable on a single fill-up, up to 20 gallons at any one of more than 300 participating area Shell stations. Additionally, Fuelperks! are stackable. For example, if a customer spends $100, he or she will earn a 10 cent-per-gallon discount, if a customer spends $150, he or she earns a 15 cent-per-gallon discount.

This Fuelperks! expansion is part of the grocer’s ongoing partnership with Excentus Corp., a retail marketing coalition specializing in fuel-based reward programs.

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Oral-B, celebrity Sherri Shepherd partner for ‘Powerful Moment of Truth’ campaign

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Oral-B brand and celebrity comedienne and Daytime Emmy Award-winner Sherri Shepherd are calling on power toothbrush users across the country to share their “powerful moment of truth” — that instant when they switched from a manual to a power toothbrush — as part of the “Powerful Moments of Truth” campaign.

Sheperd, who is co-host of the daytime talk show “The View," is revealing her “power moment” in a video testimonial available at OralB.com to help inspire others to take charge of their oral health.

With oscillating and rotating technology, Oral-B power toothbrushes (rechargeable electric toothbrushes) are designed to reach between teeth and along the gum line for a thorough clean, removing plaque and helping prevent gingivitis.

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Arrid Extra Dry, New York Yankees pitcher Mariano Rivera partner for ad campaign

BY Antoinette Alexander

PRINCETON, N.J. — Church & Dwight, the maker of Arrid Extra Dry antiperspirant deodorant, has partnered with New York Yankees closing pitcher Mariano Rivera to launch the brand’s new advertising campaign.

The TV spot, which began airing Sept. 21, showcases the five-time World Champion relief pitcher on the field, illustrating his grace under pressure demeanor.

Airing a total of more than 650 times throughout September, October and November, the commercial premiered on YES Network during the Yankees’ 1:05 p.m. game.  During its run, the ad can be seen nationally on such networks as ESPN, TBS, Bravo, TNT, Cartoon Network’s "Adult Swim," Spike, FX, Nick at Nite, USA and TLC.  It will air locally in New York City and Philadelphia during TBS coverage of Major League Baseball playoff games.

"The partnership between Arrid Extra Dry antiperspirant deodorant and Mariano Rivera is a natural one," stated Stacey Feldman, VP marketing, personal care, at Church & Dwight.  "Mariano Rivera is the epitome of remaining cool and calm when entering a pressure-packed ninth inning, with the expectation of preserving a victory. Sold at a value price, Arrid Extra Dry antiperspirant deodorant provides our consumers with confidence at staying fresh and cool when facing the daily stress in their lives."

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