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Diet Mountain Dew debuts ad in line with start of 2012 NASCAR season

BY Allison Cerra

PURCHASE, N.Y. — Diet Mountain Dew has tapped NASCAR driver Dale Earnhardt Jr. for a new campaign that highlights the 2012 NASCAR season.

The 30-second television spot, "Trade," will launch this weekend as Earnhardt debuts the No. 88 Diet Mountain Dew/National Guard Chevrolet for the first race of the 2012 NASCAR season. In line with the TV ad, the brand also will offer prizes to fans who sign up at Dewcrew.com — an online community for Mountain Dew, Earnhardt and NASCAR fans — for access to exclusive content and earn points for the chance to win exclusive prizes.

"Diet Mountain Dew is off to a strong start in 2012, with solid growth and the news that we’ve passed the billion dollar sales milestone," Diet Mountain Dew senior marketing manager Emily Silver said. "And, with Dale Earnhardt Jr. on board to help us spread the word about the great taste of Diet Mountain Dew, we only expect things to accelerate from here."

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Pull-Ups taps Alyson Hannigan for ‘The Potty Dance’ campaign

BY Allison Cerra

NEENAH, Wis. — Kimberly-Clark’s training pants brand has tapped celebrity mom Alyson Hannigan to inspire parents and toddlers to start potty training with a fun, easy celebration.

Pull-Ups said it is continuing its promotion of "The Potty Dance," a song-and-dance potty training routine that parents and kids can do together. Now in its fourth consecutive year, the program is supported by a fully integrated marketing campaign that now includes a newly launched brand website and a social media campaign, including the launch of a branded YouTube channel.

"We know starting potty training can be a challenge for moms, and we know that the key to success is giving parents and toddlers the tools, advice and products to embrace the milestone and have fun together," Pull-Ups brand director Pete Sawin said. "The Potty Dance makes starting potty training an exciting bonding experience rather than a struggle. Alyson Hannigan’s Potty Dance Party is a great example of how starting potty training can really be fun."

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Ben & Jerry’s goes Greek with new frozen yogurts

BY Allison Cerra

BURLINGTON, Vt. — Ben & Jerry’s has gone Greek.

The ice cream brand has introduced a Greek frozen yogurt line that touts the following flavors:

  • Strawberry shortcake: Strawberry Greek frozen yogurt with shortbread pieces;

  • Raspberry fudge chunk: Raspberry Greek frozen yogurt with fudge chunks

  • Banana peanut butter: Banana Greek frozen yogurt with peanut butter swirls; and

  • Blueberry vanilla graham yogurt: Blueberry and vanilla Greek frozen yogurt with graham cracker swirls.

The four flavors are being released this month in pints, as well as select flavors in mini-cups, at retailers nationwide, the company said.

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