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Coors Light extends Fanaticos del Frio soccer website for fans

BY Allison Cerra

CHICAGO — Coors Light is kicking up its sponsorship of Mexico’s Primera soccer division by reaching out to Hispanic consumers with new digital efforts.

Coors Light, a U.S. sponsor of the league, said it’s now giving soccer fans on-the-go access to in-depth and exclusive articles on the Primera Division, the latest scores, stats and highlights by expanding FanaticosDelFrio.com, a website that offers the league’s fans exclusive content and was launched last year. Extensions of the site include:

  • The newly launched "Fans del Frio" smartphone application allows fans to add scheduled games directly to their smartphone calendar, while reminding them to catch the game and to purchase Coors Light to enjoy with friends while watching the game;

  • The new "Fanaticos del Frio" mobile site offers much of the content of the official site, including Quiniela, a contest that allows aficionados to test their knowledge of the sport by predicting which teams will win from week to week. By registering and creating a profile, fans that successfully predict each week’s outcomes will be featured on the website;

  • Ms. CoolCast, the official online hostess of Coors Light game day viewing parties, makes a special appearance on the mobile site, encouraging fans to boot up their PCs during live games to watch with her. The interactive CoolCast portal only is available on the main website and uses the computer’s camera to take snap shots of consumers’ game day celebrations while interacting with live games broadcast on TV. She cheers for the fan’s team and even talks a little smack to the referee, Coors Light said.

"Coors Light is as passionate about Primera Division soccer as the millions of fans across the country, which is why we’re investing so much in Mexican soccer," Coors Light Hispanic marketing manager Cris Rivera said. "Other brands might be willing to settle for having their logo on the sideline during games, but we wanted to do much more for legal-drinking-age fans. We launched ‘Fanaticos del Frio’ last year to bring consumers top-tier, exclusive content, and now we’re making it even better by adding the mobile site and app so fans can share our enthusiasm for the sport no matter where they go."

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WAG takes fresh food focus to a new level

BY Barbara White-Sax

Walgreens’ success with fresh foods has left the retailer hungry for more. In its flagship Chicago store, Walgreens has pumped up its fresh and prepared departments with a fully stocked sushi bar, grab-and-go deli offerings, self-serve yogurt, a juice bar, and fresh baked goods and confections from well-known local sources.

The format also contains a gourmet wine “store-within-a-store” that carries specialty cheeses and meat. With an eye to customer service, touch-screen kiosks are on-site — one to help customers select the appropriate wine, another to guide them in making the perfect cocktail.

One of its Duane Reade stores added a FreeZee slushie station and an oatmeal station.

The chain couldn’t be more on target. A recent report from the Hartman Group revealed that perishables and fresh food have been gaining share of grocery dollars for years. The market research firm says real opportunity exists in fresh, packaged food — what Hartman is calling the “third grocery sector.”

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Pace adds new Restaurant Style salsas to portfolio

BY Allison Cerra

CAMDEN, N.J. — Pace is building on the success of its Restaurant Style salsa with three new flavors.

The three all-natural, gluten-free salsas include garden pepper, a blend of bell peppers, jalapenos and lime; garlic and lime verde, made with tomatillos and a touch of garlic and lime; and southwest chipotle, a chipotle chili puree with crushed tomatoes, red peppers and onions. Pace debuted the product line last year in select markets.

"Consumer demand for bold and fresh flavors is strong in the salsa category, and our new restaurant style salsas should appeal to both our most loyal Pace salsa fans, as well as to those people who enjoy sampling a wide array of salsa flavors and styles," Pace brand manager Randy Beck said. "By tapping into the increased interest in bringing the restaurant experience home, we believe the Pace brand will lead a fast-growing category segment."

Pace Restaurant Style salsas will be sold in 16-oz. bottles at a suggested retail price of $2.99.

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