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Mars lands chocolate sponsorship for Emmy Awards

BY Allison Cerra

HACKETTSTOWN, N.J. Mars Snackfood US announced that it will return for its fifth consecutive year as the official chocolate sponsor of the 61st Primetime Emmy Awards Governors Ball, with its Dove and Fling chocolate brands.

The brands will serve as the exclusive chocolate sponsors and provide product for all Primetime Emmy events, including the Governors Ball, Creative Arts Awards and Performers Nominee Reception.

“We are thrilled to be continuing our partnership with the Television Academy and are especially excited to be introducing Hollywood and the Primetime Emmys to our newest product, Fling Chocolate,” said Thomas Pinnau, VP indulgence, Mars Snackfood US. “We know the guests, from celebrities to Hollywood VIPs, will enjoy indulging in our real chocolate treats at Primetime Emmy events and beyond.”

The chocolate brands will be featured at the Governors Ball on the dessert menu and as party favors.

Fling, the first new product from Mars in the last 20 years, is a truffle atop a subtle crisp layer of meringue in shimmering chocolate.

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CBS, Pepsi Max unveil first-ever use of video in print

BY Allison Cerra

NEW YORK CBS announced an exciting new entertainment marketing breakthrough with soft drink Pepsi Max: the first-ever use of video in a print advertisement.

Video-in-print technology, to be packaged in a print ad spread in the Fall TV preview issue of Entertainment Weekly, is the centerpiece of an exclusive partnership between CBS and PepsiCo’s Pepsi Max designed to launch the network’s Monday night comedy lineup and new dramas; and to promote Pepsi Max, the first diet cola for men.

For the very first time, readers can watch video content straight from the printed page via a paper-thin interactive video player (featuring five channels of CBS and Pepsi Max content)  to be inserted into CBS/Pepsi Max ads in select copies of Entertainment Weekly‘s Fall TV preview issue (Sept. 18 issue, on stands Friday, Sept. 11).  The newest of CBS’s long list of marketing innovations, such as the celebrated promotional eggs, flash drives in print ads and roof-top ads for airplane passengers, this VIP promotion provides an opportunity to sample CBS’s new series in a remarkably unique and involving way.  Omnicom’s OMD, the media agency for CBS and PepsiCo, helped orchestrate the deal.

As Entertainment Weekly readers flip to the “Monday to the Max” CBS/Pepsi Max promotional spread they will be greeted with a specially-produced brief video featuring “The Big Bang Theory”‘s Kaley Cuoco, Jim Parsons and Johnny Galecki, in character as Penny, Sheldon and Leonard. The trio explains how to use the VIP player, while also chatting about Entertainment Weekly and exchanging some characteristically cutting remarks with each other. After the bit, the menu will feature options for upcoming shows on CBS, returning favorites and more.

The ground-breaking VIP player, developed and manufactured by Americhip, Inc., produces high quality video and audio, and is thin and durable enough to withstand the rigors of magazine binding and U.S. mail delivery.

“This is an extraordinary way to refresh how we interact with consumers,” said Frank Cooper, chief marketing officer, portfolio brands, Pepsi-Cola North America Beverages.  “We’re constantly seeking new ways to reach and connect with our core audience, and, as part of this groundbreaking alliance, we’re utilizing technology that’s both surprising and engaging.Most importantly, we’re adding value in the right context through a combination of great content and innovative partners.  Pepsi Max’s ‘I’m Good’ spot plays well with the upbeat, irreverent voice that defines CBS’s Monday night comedy lineup – putting it directly into the hands of a key demographic target – readers of Entertainment Weekly’s Fall TV preview issue.”

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Sara Lee rolls out mini bagels

BY Allison Cerra

DOWNERS GROVE, Ill. Sara Lee is rolling out a new “holesome” snack.

Sara Lee’s new whole grain mini bagels join its Soft & Smooth line of products. The company will introduce four 100-calorie varieties available in 100% whole wheat; made with whole grain blueberry; made with whole Grain cinnamon; and made with whole grain plain. The new mini bagels provide families with a simple and portable snack that has the whole grain nutrition, mild taste and soft texture inherent in Sara Lee Soft & Smooth products.

“It’s important for to us understand the ongoing challenges moms face when looking for great-tasting and more nutritious options to include in their kids’ meals,” said Tim Zimmer, VP Sara Lee North American Fresh Bakery. “With the success we’ve seen from the Soft & Smooth line, we wanted to bring the winning combination of great taste and whole grain nutrition to other products and give moms even more options – whether it’s for the lunchbox or for snack time.”

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