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Heineken to adopt classier tagline

BY Tara Smith

CHICAGO Heineken USA announced Thursday that it is changing its message from the whimsical “It’s all about the beer,” for a new, high-end tagline for the No. 2 imported beer. Starting next year, it’s all about “Heineken. The definitive world class beer.”

Heineken must maintain its “specialness,” said Andy Glaser, brand director-Heineken. But to be special, your brand cannot be ordinary, he noted. Rather than follow in what has become ordinary beer humor that is the staple of some Miller and Anheuser-Busch campaigns, Heineken is adopting a new positioning suggesting to consumers that beyond first class, there is world class.

A specific date for the rollout has not been set.

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Sierra Mist brings back Cranberry Splash

BY Tara Smith

PURCHASE, N.Y. In the spirit of the holiday season, Sierra Mist for the second year is bringing back, for a limited time, Sierra Mist Cranberry Splash. And, for the first time, it will also be available in a diet version: Sierra Mist Free Cranberry Splash.

Launching this month, the beverages will be available in 20-ounce and two-liter plastic bottles, as well as in 12-packs of 12-ounce cans.

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Heart Chocolate appeals to diabetics

BY Tara Smith

TORONTO Innovative Life Sciences Corporation recently launched Heart Chocolate with CM-X, positioning it as a product that, aside from containing no sugar and few calories, provides significant health benefits for diabetics and others.

The chocolate, which provides CM-X, contains a natural proprietary compound of cinnamon and bitter melon extracts that have been developed by the company for the treatment of diabetes and related cardiovascular diseases.

According to Maggie Laidlaw, director of the Clinical Trial Division of Nutrasource Diagnostics Inc. and former associate director of Human Nutraceuticals at the University of Guelph, the bitter melon and cinnamon extracts help reduce blood glucose levels, increase glucose tolerance in diabetics and those with metabolic syndrome, reduce total and LDL cholesterol, as well as triglycerides.

Heart Chocolate was launched during the 2007 Toronto International Film Festival with sales exceeded expectations‹more than 600 bars were sold each weekend.

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