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Chew on this: Trident’s offering free NYC cab rides

BY Allison Cerra

NEW YORK Trident gum is offering New Yorkers free cab rides in line with the launch of its newest Trident Layers gum flavor: cool mint and melon fresco.

The one-day promotion, which will be held on Oct. 21 from 6:30 a.m. to 2:30 p.m., will allow people to hail taxis from a special stand in Manhattan’s Times Square, where they can pay for their cab ride with packs of Trident Layers.

Trident also will host other promotional activities while New Yorkers wait for their cab rides.

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Quilted Northern kicks off new ad campaign

BY Allison Cerra

ATLANTA Quilted Northern has kicked off a new campaign that supports the launch of its newest toilet tissue.

The new integrated marketing campaign for Quilted Northern Soft & Strong will ask consumers to talk about ways to share their bathroom experience through television and print ads, as well as social media and in-store promotions.

"Given express permission by our consumers, we are changing the discussion about the toilet paper product category," said Patrick Davis, senior marketing director at Quilted Northern. "The new campaign will connect with our audience and drive the dialogue about the importance of clean. As consumers try our new Quilted Northern Soft & Strong, they can talk about its improved reliability and other desirable qualities. We’ll listen, which will help make our toilet tissue even better in the future."

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Sara Lee launches mobile site aimed at Hispanic moms

BY Allison Cerra

DOWNERS GROVE, Ill. Sara Lee has launched a dual-language mobile site that seeks to encourage Hispanic moms to make healthy meal choices.

The "More Choices. Healthier Lives." site (Mas.saralee.com or More.saralee.com) aims to help moms make each day more flavorful, Sara Lee said. The site also features better-for-you Latin-inspired recipes and tips for Hispanic moms and their families to make mealtime more nutritious.

"’Familia’ is the single most important element of the Hispanic culture, and food is a big part of family. Many moms ask me how they can whip up a better-for-you dish that preserves their traditional cuisine without sacrificing flavor," said Ana Garcia, chef and spokeswoman for "More Choices.Healthier Lives." "There is clearly a need among Hispanic moms for convenient, nutritious meal choices. The mobile site offers ideas for hearty snacks and nutritious lunch solutions so that moms can feel good about every meal they prepare for their family."

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