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Jane Krakowski joins Trop50’s new campaign

BY Allison Cerra

CHICAGO Tropicana Trop50 has tapped two-time Emmy nominee and Tony Award-winner Jane Krakowski for its newest campaign.

In the "Girlfriends" campaign, Krakowski and a trio of girlfriends dish about life, love and looking good, Tropicana said. Developed as a series of vignettes, the campaign debuted this week with a spot called "Gooder." In the spot, Krakowski mistakes her friends’ praise for Trop50’s sleek, new, curved bottle for compliments on her own figure. In the end, she still manages to secure kudos from her girlfriends. A twist of reality also is used as Krakowski’s real-life friend, television writer Kay Cannon, is featured as one of the girlfriends. To see the ad, visit Trop50.com.

"We know that the Trop50 consumer is highly connected to her girlfriends, and they support each other in so many ways," said Memo Maquivar, Tropicana VP marketing. "They help each other look and feel good, which is what Trop50 also aims to do. It can help women manage their weight goals by offering less sugar and calories without sacrificing great taste."

Trop50, which was launched last year, is a naturally sweetened orange juice with 50 calories, a full day’s supplement of vitamin C, and is a good source of potassium.

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Clorox to sell auto care businesses

BY Allison Cerra

OAKLAND, Calif. Clorox is looking to sell its global auto care businesses, which include such brands as Armor All and STP, in an all-cash transaction valued at approximately $780 million.

The business will be sold to an affiliate of Avista Capital Partners, Clorox said. The transaction  — in which the buyer will acquire the worldwide rights to distribute the market-leading Armor All and STP brands, as well as two auto care manufacturing facilities — is expected to close by the end of this calendar year.

"We believe this transaction is in the best interest of shareholders as we seek to reshape our portfolio," said Clorox chairman and CEO Don Knauss. "As we have acknowledged in the past, our auto care business does not align as strongly with our strategy to focus on key consumer megatrends, such as health and wellness and sustainability. The auto care brands hold leading market-share positions, and we’re pleased to have identified a new growth-oriented owner who will continue to work with the talented auto care team to build on this strong foundation."

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Bounce Dryer Bar wins over Better Homes and Gardens readers

BY Allison Cerra

CINCINNATI One year after making its retail debut, the Bounce Dryer Bar is getting recognition from Better Homes and Gardens as a way to simplify life.

In a recent poll conducted among its Reader Panel members — comprised of 39,000 members — Better Homes and Gardens revealed that Bounce Dryer Bar users are satisfied with the product’s quality and convenience.

"We understand that Better Homes and Gardens readers are busy consumers who need fabric care products that make life easier and less stressful," said Mary Pochobradsky, Bounce marketing director. "We created the Bounce Dryer Bar with hopes of making the laundry process simpler for these women. And now, with the product being on the market for just over a year, we are proud that the feedback shows that we have succeeded in simplifying the lives of Better Homes and Gardens panelists."

The Bounce Dryer Bar is available in outdoor fresh and linen fresh scents nationwide for the suggested retail price of $4.49 for the two-month bar and $7.79 for the four-month bar.

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