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Ocean Spray sweetens beverage portfolio

BY Allison Cerra

LAKEVILLE-MIDDLEBORO, Mass. — Ocean Spray has expanded its lineup to include the brand’s first-ever cherry juice drinks.

Ocean Spray’s new line includes such flavors as Ocean Spray cherry juice cocktail, Cran-Cherry cranberry cherry juice drink in original and diet, and Ruby-Cherry grapefruit cherry juice drink.

In line with the launch, Ocean Spray is inviting consumers to visit its website and Facebook page to tell the brand what they think of the new line. On the sites, fans can sign up to receive a coupon for a free 64-oz. bottle of Ocean Spray cherry juice drinks.

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Details of Super Bowl commercials for Pepsi, Pepsi Max revealed

BY Allison Cerra

PURCHASE, N.Y. — PepsiCo on Monday revealed details of the ads that will premiere during Super Bowl XLVI this weekend.

Pepsi’s 60-second "King’s Court" ad will feature "The X Factor" winner Melanie Amaro singing for Grammy-winning music legend Sir Elton John who plays a "king of rock" in the commercial. Amaro will sing a contemporary version of "Respect," a song made famous by Aretha Franklin.

"For decades, Pepsi has showcased musical talent in its commercials on television’s biggest stage — the Super Bowl," PepsiCo Beverages CMO Simon Lowden said. "This year’s spot takes our legacy to the next level by spotlighting a rising pop artist alongside a music legend and engaging fans on a deeper level through powerful digital programming."

Meanwhile, Pepsi Max’s 30-second spot, called "Check-Out," will feature entertainment icon Regis Philbin, who surprises a "Pepsi Max for Life" grand-prize winner with an on-the-spot interview. As part of the ad, Sugarland’s Jennifer Nettles to record a country ballad to accompany the spot.

"The ‘Check-Out’ ad was developed to extend the legendary cola wars through a humorous scenario," Pepsi senior director of marketing Amy Wirtanen said. "The brand has a history of producing star-studded Super Bowl ads, and as one of the most iconic personalities to ever appear on television, Regis Philbin with his witty sense of humor was a funny highlight for this commercial."

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Rite Aid launches Valentine’s Day promotion

BY Alaric DeArment

CAMP HILL, Pa. — Rite Aid is stocking up on items related to Valentine’s Day to help customers celebrate the holiday, the retail pharmacy chain said Monday.

Rite Aid announced the launch of "Sweet Escape," an interactive promotion through Facebook and Twitter that includes prizes provided by Hershey’s and American Greetings, including a two-night stay at The Spa at The Hotel Hershey in Hershey, Pa. The promotion also will offer a limited number of printable coupons for Hershey’s "Pot of Gold" boxed chocolates.

"Sweet Escape offers Rite Aid’s steadily growing Facebook, Twitter and email audiences fun ways to connect and celebrate this special, romantic holiday," Rite Aid VP marketing Craig Riner said. "We’re thrilled to team up with Hershey’s and American Greetings to give our customers, fans and followers one more way to ‘share the love.’"

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