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Duane Reade perks up DR Delish line with new coffee offerings

BY Antoinette Alexander

NEW YORK Duane Reade is expanding its exclusive DR Delish line with the launch of four new coffee blends. In addition, with the sale of each bag of DR Delish coffee through Nov. 15, Duane Reade will make a donation to the New York Police & Fire Widows’ and Children’s Benefit Fund, with a minimum guarantee of $10,000 for the year.

Now available on store shelves: Morning Rush, Fire Fighter’s Joe, Polo Grounds Decaffeinated and Five Points Imperial Blend.

“We’re very excited about the launch of these premium coffees and believe that they reflect the character and flavor of this great city,” stated Joe Jackman, acting chief marketing officer at Duane Reade. “Importantly, we’re also honored to support a respected New York charity that helps to ensure that the families of those who put their lives on the line to protect us are also protected.”

Made from 100% Arabica beans, each DR Delish coffee variety is from a high-grown current crop, which means it was grown at high altitude and picked within the current year to guarantee the finest quality bean.

Produced in small batches, each blend is individually batch roasted to ensure quality and consistency of flavor. Each 12-oz. bag of DR Delish coffee is priced at $5.99.

“We know New Yorkers, and New Yorkers know their coffee,” added Joe Magnacca, chief merchandising officer at Duane Reade. “That’s why we went to great lengths to develop the highest quality blends that will be a real eye-opener to even the most discriminating coffee connoisseur. Better yet, New Yorkers can make them a part of their daily routines because they are value priced for every day enjoyment.”

Duane Reade launched the brand of food and beverage items in late September 2009 with 25 items. By year’s end, the DR Delish product lineup featured more than 100 different items.

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Diamond Foods promotes marketing, general counsel executives

BY Allison Cerra

SAN FRANCISCO Diamond Foods announced the promotion of two of its top executives.

Andrew Burke has been promoted to chief marketing officer and EVP, while Stephen Kim has been appointed SVP general counsel and human resources. Both executives will have expanded responsibilities with these promotions.

Burke has led Diamond’s marketing group since joining as a VP in June 2006. He will continue to oversee all marketing activities for the company and will take on the leadership of Diamond Foods’ pricing committee, which is a highly collaborative group comprised of marketing, sales and finance team members.

“Andrew has excelled and grown tremendously in his role in leading Diamond’s marketing efforts,” said Diamond Foods president and CEO Michael J. Mendes. “He has always worked effectively with sales, operations and finance, which will be critical in his new strategic pricing role. We will look for Andrew to continue to enable the development and execution of a tightly integrated, consumer facing marketing strategy that is evidenced by every element of the consumer and trade interface, something that has become a trademark of our brand strategy over the years.”

Kim has been Diamond’s general counsel VP since May 2005. His role broadened to include leadership of human resources in January 2008. He will continue to lead all aspects of Diamond’s legal and HR efforts, but will increase his focus on strategic HR management.

“While Steve has been a strong asset for Diamond in managing our legal affairs, he has truly distinguished himself in his ability to source and develop outstanding management talent,” said Mendes. “Given the dynamic growth of our organization, Steve will dedicate more time to strengthening our management team to better enable us to deliver on our strategic objectives.”

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Tide celebrates style with new ad campaign

BY Allison Cerra

CINCINNATI Tide is celebrating the expression of personal style with its new advertising campaign entitled “Style is an Option. Clean is Not.”

The campaign, a celebration of diverse American style and the fantastic “Tide clean,” launched in market with a 30-second spot entitled “Show ‘Em Your Style” – created by Saatchi & Saatchi of New York. “Style is an Option. Clean is Not,” Tide’s first holistic multi-touch campaign since 2007, includes work from all Tide agency partners and will feature a series of new print ads, television spots, iMedia, OOH, in-store marketing and public relations efforts.

“In our new campaign, we wanted to communicate that Tide does a lot more than keep clothes looking their best,” said Suzanne Watson, associate marketing director, Tide North America. “Tide celebrates people’s diverse sense of style and their self-expression. The link between the importance of one’s unique style and helping to keep it clean, bright and fresh is what we wanted to bring forward.”

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