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Miller High Life endorses consumers, and no one else

BY Allison Cerra

CHICAGO — It seems that MillerCoors’ Miller High Life brand is taking the high road when it comes to pricey endorsement and sponsorship deals.

The brand said that it is positioning itself as the "official beer of you," its drinker. The program will be supported with print, TV, radio and online advertising, as well as point-of-sale and public relations efforts, the company said.

"Miller High Life won’t get caught up in the runaround of who can endorse the highest profile athlete or air the most ridiculous commercial during the biggest game of the year," Miller High Life brand manager Brendan Noonan said. "We wouldn’t call it the ‘High Life’ if we didn’t help real people live it, so this year we’re becoming the ‘official beer of you’ by endorsing the folks who truly represent the High Life every day."

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Febreze scores touchdown with first-ever athletic equipment, gear drive

BY Allison Cerra

CINCINNATI — Febreze teamed up with the Dallas-Fort Worth Salvation Army to collect new and gently used sports equipment and athletic gear at the "NFL Experience," an exhibit held at the Dallas Convention Center.

The two will host the first-ever Febreze Game Day Freshness Sports Equipment Drive Jan. 27 to 30, and Feb. 2 to 6. The equipment and gear will be freshened using Febreze products and donated to the North Texas Youth Education Town in Arlington, said Febreze, which is the official air freshener of the National Football League.

"We are proud to support local youth organizations like the Youth Education Town and its continued spirit of giving to young athletes," said Scott Beal, brand manager of Febreze. "Febreze products, specifically our Febreze Sport line, are designed to eliminate tough sports odors from fabrics like shoes, apparel and other athletic gear, and keep sports equipment that you can’t wash fresh for any athlete, during any sports season."

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Love is in the air with candies from Just Born

BY Allison Cerra

BETHLEHEM, Pa. — Just Born wants fans of its Peeps, Mike and Ike, and Hot Tamales brands to feel the love this Valentine’s Day.

Peeps is getting a Valentine’s Day makeover with Peeps chocolate-covered-raspberry-flavored marshmallow hearts, available in single-serve packages.

“We have covered our Peeps marshmallow in chocolate to create a blissful treat for Peeps fans and chocolate lovers alike. We know that the sweet sensation of new Peeps chocolate-covered-raspberry hearts is going to have people longing for more,” said Peeps brand assistant Aubrecia Cooper.

The chocolate-covered marshmallows are available in milk and dark chocolate varieties.

Just Born also rolled out two new products for its Mike and Ike and Hot Tamales brands: Mike and Ike Passion Mix and new Hot Tamales Untamed Love Mix. The Passion Mix is a delicious blend of fruit flavors offering a sweet blend for that special someone, and the Untamed Love Mix will set their hearts aflame. Both mixes are available in 6-oz. theater boxes.

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