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Dr Pepper goes viral for flavor intro

BY Tara Smith

NEW YORK When Dr Pepper wanted to get the word out about its newly introduced flavor, it engaged True Entertainment, a production company based in New York, to craft a viral video for Cherry Chocolate Diet Dr Pepper.

The result, “Cherry Chocolate Rain,” stars Internet flavor of the month Tay Zonday, who sings the song “Chocolate Rain.”

Uploaded to the Web late last Thursday by Zonday (Adam Bahner, a musician and Ph.D. student at the University of Minnesota), the video had 300,000 hits within its first 24 hours, according to Dr Pepper. By Tuesday, the number stood at more than 1 million. Directed by Jeff Tomsic at True Entertainment, the clip mimics a music video and features Zonday surrounded by dancing women, shots of cash and rapper Mistah Johnson. Spending on the video was undisclosed.

Dr Pepper and True Entertainment have worked together in the past, including last year on MTV’s “Band in a Bubble.”

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Coca-Cola announces arrival of first hybrid trucks in its fleet

BY Allison Cerra

ATLANTA In an effort to go green, Coca-Cola is adding five hybrid-electric trucks to its distribution center in New York, according to published reports.

Currently, Atlanta-based Coca-Cola Enterprises has two hybrid trucks in the Bronx facility, with three additional trucks scheduled for deployment in December. The five Bronx trucks represent the largest CCE hybrid-electric fleet of any city in the U.S.

Coca-Cola Enterprises said its Bronx sales center has a total of 90 trucks serving 8,700 customers in Manhattan and the Bronx, delivering more than 8 million cases of products annually. The hybrid-electric trucks use 32 percent less fuel than standard trucks and use technology to eliminate emissions when idling or in traffic.

The company also said it recently began installing an energy efficient lighting system at the Bronx facility.

Over the next year, another 120 hybrid-electric trucks are slated join Coca-Cola Enterprises’ fleet across the country.

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Hernquist adds another resignation to Hershey’s list

BY Allison Cerra

HERSHEY, Pa. Another Hershey executive is leaving the confectioner for greener pastures.

The company announced Friday that Thomas Hernquist, senior vice president and global chief growth officer, has resigned from the company, effective December 31, 2007.

“[Hernquist] has brought a tremendous passion to continuing our heritage of making a difference in the community and in leading industry efforts to drive positive change in the world’s cocoa-growing regions,” said chief executive officer Richard Lenny.

Hernquist joined Hershey in 2003 as senior vice president, chief marketing officer, where he led the growth in Hershey’s core brands and overall confectionery portfolio in North America.

Hernquist is one of several executives that resigned this year. The most recent resignation came from the company’s senior vice president and chief people officer, Marcella Arline.

Current chief executive officer Lenny will retire the same day as Hernquist.

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