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Duracell extends Olympic program with new song

BY Allison Cerra

BETHEL, Conn. — Duracell is extending its "Rely on Copper to Go for the Gold Olympic Games" program to unveil an exclusive and original song created for Team USA.

"Champions," performed by recording artists O.A.R. and B.o.B., is available as a free download to all of Team USA and consumers on Duracell’s Facebook page, where they also can view the official music video starring the artists and Duracell’s partner athletes, including Dwight Howard (basketball), Hunter Kemper (triathlon), Diana Lopez and Mark Lopez.

"Whether in MP3 players, wireless headphones or docking stations, batteries power the music that motivates and inspires these athletes," said Volker Kuhn, general manager for Duracell North America. "We thought if we could not only power their music devices, but also create a song for them that would hopefully inspire their road to London, then that would be the ultimate gift."

The "Rely on Copper to Go for the Gold Olympic Games" program gives consumers a portal, the Duracell online Virtual Stadium, to provide encouragement for the athletes through videos, pictures and texts as they train and compete for the Olympic Games in London.

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A&P president, CEO Sam Martin to be spokesman in new marketing campaign

BY Antoinette Alexander

MONTVALE, N.J. — Grocer A&P has announced the launch of an integrated marketing campaign that features president and CEO Sam Martin as its primary spokesman. The campaign, according to the company, highlights an enhanced customer shopping experience marked by cleaner stores, friendlier associates and better products.

"We’ve made a promise to our shoppers to be the best food and drug store in their neighborhoods," Martin stated. "We’re excited to debut our marketing campaign and show customers how we have fulfilled that promise by offering them the relevant products and services that meet their needs in clean, well-stocked stores that provide friendly and knowledgeable service."

The campaign’s theme — "shopping just got a whole lot better" — is designed to capture how the company is inviting customers to discover a more enjoyable and rewarding shopping experience. It also marks the first time that A&P will run one marketing campaign across all of its A&P, The Food Emporium, Pathmark, Superfresh and Waldbaum’s stores.

"The key to our success lies in providing food and drug stores that meet the needs of our customers in every neighborhood we serve. That’s why, for the very first time in our history, we’ve launched one integrated marketing campaign that encompasses all of our stores," stated Tom O’Boyle, EVP merchandising, marketing and supply and logistics at A&P. "We chose Sam to be featured in our ads so that he could share his passion of a better shopping experience with our customers and help them see why coming to our stores is better than ever before."

The campaign includes a number of new programs, product lines and enhanced services that showcase how the company continually is evolving to meet shoppers’ needs and interests.

In addition, the company has upgraded several locations in the past year, including two Pathmark stores in New Jersey and two of The Food Emporium stores in Manhattan, and has plans to remodel more stores in the future. At the same time, the company has been focused on retraining associates, implementing faster replenishment methods and creating more tailored offerings across all of its stores.

The campaign features in-store signage, direct mail and digital search components that began on April 20. Television advertisements featuring Martin will begin on May 10, with 30-second spots airing in the New York and Philadelphia metropolitan areas on select network and cable stations, including HGTV, E!, The Food Network, Lifetime and TNT.

Other campaign elements include display advertisements, online video commercials and social media components. In addition, the company’s corporate website has been revamped to align with the new campaign.

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Agency behind Southwest Airlines, U.S. Air Force ads picks up Walgreens account

BY Michael Johnsen

DEERFIELD, Ill. — Walgreens on Wednesday announced it has selected GSD&M to be its new brand and creative agency of record. The relationship will include broadcast, print and outdoor marketing efforts, as well as digital activation and creative.

“We are redefining the traditional drug store, and GSD&M brings the passion, experience and creativity to amplify our vision and to deliver our Well at Walgreens message to consumers in impactful ways,” stated Joe Magnacca, Walgreens president of daily living products and solutions. “As we create a new customer experience designed to delight customers and provide better, more personalized care to patients, we look forward to working with GSD&M to help tell that story.”

The first work from GSD&M is expected to break in the fall of 2012.

GSD&M is responsible for the Southwest Airlines series of "Bags Fly Free" and "Fare Play" commercials. An example of the "Fare Play" campaign, featuring a voice-over delivered by Hall of Fame football sportscaster Keith Jackson, can be seen here.

GSD&M also is the agency behind the U.S. Air Force’s "It’s Not Science Fiction" campaign.

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