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First Lady’s anti-obesity campaign gets industry endorsement

BY Allison Cerra

WASHINGTON First Lady Michelle Obama’s initiative to cut obesity in America has received backing from a coalition of retailers and food firms.

The Partnership for a Healthier America signed an agreement with the Healthy Weight Commitment Foundation, whose members are pledging to take actions aimed at reducing 1.5 trillion product calories by the end of 2015. As an interim step to this goal, HWCF will seek to reduce calories by 1 trillion in 2012, according to a White House press release.

Healthy Weight Commitment Foundation manufacturing companies will pursue their calorie reduction goals by growing and introducing lower-calorie options; changing product recipes where possible to lower the calorie content of current products; or reducing portion sizes of existing single-serve products. These changes will help Americans reduce their calorie intake, improve their overall nutrition and close the energy gap.

Companies participating in the program include Coca-Cola, PepsiCo and Kellogg.

“Solving the obesity epidemic requires far more than anything government can do alone and today’s announcement represents an important step forward to providing Americans with healthier choices so that they can choose to lead healthier lives,” said Mrs. Obama, serves as honorary chair of the Partnership for a Healthier America. “This is precisely the kind of private sector commitment we need.”

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Powerade to launch Hispanic marketing campaign

BY Allison Cerra

ATLANTA Powerade is featuring goalkeeper Guillermo “Memo” Ochoa in the drink brand’s first-ever fully integrated marketing campaign aimed at the Hispanic community.

The Spanish-language advertising campaign, Powerade Latino, will kick off June 1 in major U.S. Hispanic markets and will be supported with a fully integrated marketing platform that includes broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa — who tends goal for the Mexican National Team — produced for the Powerade Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.

“The Powerade Latino campaign is part of our broader FIFA World Cup activation this year, reaching more consumers and refreshing them on and off the field with our brands,” said Jose Serafin, senior brand manager, Hispanic marketing for Coca-Cola North America. “The [campaign] is a great way to celebrate our brand’s strong relationship with the U.S. Hispanic community, and maximize our partnership with the FIFA World Cup, the most popular sporting event in the world.”

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Celsius gives consumers the ultimate challenge

BY Allison Cerra

DELRAY BEACH, Fla. Celsius is launching the Ultimate Workout Challenge summer campaign to inspire consumers to be active.

Celsius is tapping its national brand spokesperson, Mario Lopez, to help coach consumers along the way.

Throughout the summer, consumers will be able to upload short video clips of their favorite way to achieve their ultimate workout, whether it’s walking the dog everyday or a grueling triathlon. Participants will be able to see the tips and tricks people across the country have found to help keep them motivated and stay active. Select recipes from Mario Lopez’s nutrition book, “Extra Lean,” will be featured on UltimateFitnessPartner.com as well as workout tips from top professional athletes and exclusive news and event information.

“Celsius is my Ultimate Fitness Partner, and we’re working together to help people everywhere improve their diet and fitness,” said Mario Lopez. “I’ll be sharing my favorite workout tips as well as recipes from my latest book, ‘Extra Lean,’ because we want America to know how important both a healthy diet and regular exercise are to overall good health.”

For more information and to sign up to take the Celsius Ultimate Workout Challenge, please log on to UltimateFitnessPartner.com.

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