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Gain kicks off new campaign with celebrity best friends

BY Allison Cerra

CINCINNATI Gain has kicked off its “Better Together” campaign with celebrity best friends, Melissa Joan Hart and Soleil Moon Frye.

The campaign, which emphasizes the combination of Gain’s matching detergent and fabric softener to clean clothes, also has kicked off on IloveGain.com, where Gain fans can upload their personal stories, play interactive friendship games and hear more about Hart and Frye’s most favorite shared memories.

“We’re pleased to partner with Gain to celebrate close friendships in a fun and light-hearted way,” said Melissa Joan Hart. “Soleil and I have been friends since we were children, and we can certainly attest that our experiences have been better when shared together.”

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Pepsi launches ‘Yo Sumo’

BY Allison Cerra

PURCHASE, N.Y. Pepsi announced the official launch of “Yo Sumo,” an initiative created to show the world the incredible contributions that Latinos have made to the United States.

To accomplish the “Yo Sumo” mission, Pepsi partnered with renowned actress and humanitarian Eva Longoria Parker to produce and direct a documentary that presents the Latino identity from a fresh point of view. Longoria Parker has been widely recognized for bringing attention to a host of causes and projects important to the Latino community.

“I can attest to the unique ways in which we, as Latinos, enrich this country with our contributions and compel people everywhere to progress and succeed. As such, I’m honored to be a part of such an important and relevant project,” said Longoria Parker. “I believe that every Latino has an impact, however big or small. Now more than ever, it’s time to help tell the stories that make this community admirable, to inspire others to be seen, be heard and be counted.”

Latinos from all parts of the country can be part of the documentary by simply sharing their story on www.pepsiyosumo.com. Longoria Parker will personally select the people who will be portrayed in the film and work with them to bring their story to life through her unique vision.

“Pepsi’s ‘Yo Sumo’ program creates a space to celebrate the power of the Hispanic community, while shining a light on the beauty of individual people,” said Frank Cooper, chief consumer engagement officer, PepsiCo Beverages Americas. “We are fortunate to have Eva Longoria Parker bring her vision, creativity and sense of purpose to this project.”

In line with a program, Pepsi launched T.V. commercials in English and Spanish,  as well as a full digital campaign for the Web site and Facebook.

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Wonder Bread introduces Smartwhite

BY Allison Cerra

IRVING, Texas Wonder Bread is getting smart with its newest product: a bread with the taste and soft texture of white bread but with the fiber of 100% whole wheat bread.

Wonder’s Smartwhite bread is a great solution for families who prefer the taste of white bread and who are looking to fit more nutrition into their overall diet, Wonder Bread said. The bread contains 5g of fiber per serving, in addition to calcium, iron, vitamin D and folic acid. Each slice contains 50 calories.

“Many families who enjoy the taste of white bread are looking for options that offer increased nutrition,” said Stephany Verstraete, VP marketing. “The Wonder Smartwhite launch highlights Wonder’s focus on providing parents with great tasting, nutritious options from a brand they know and trust.”

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