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PepsiCo partners with estate of Michael Jackson

BY Allison Cerra

PURCHASE, N.Y. — As part of its "Live for Now" global campaign that launched this week, PepsiCo announced on Thursday its exclusive global partnership with the estate of Michael Jackson.

The partnership coincides with the 25th anniversary of Jackson’s multi-platinum "Bad" album and record-breaking tour. As part of the partnership, Pepsi will feature iconic silhouette imagery of the King of Pop on cans with the launch of collectible limited-edition can designs. Pepsi also will run contests in markets around the world, giving fans the opportunity to win such merchandise as a limited number of jackets inspired by the original "Bad" tour staff jackets and tickets to "Michael Jackson: The Immortal World Tour" by Cirque du Soleil. In the United States, Pepsi also will kick off a nationwide retail campaign that includes a limited-edition 16-oz. King of Pop Pepsi can, as well as initiate a retail, music-themed promotion later this month.

Michael Jackson had a longstanding relationship with Pepsi spanning more than 25 years. He starred in his first Pepsi campaign alongside his brothers in 1983, as part of the Pepsi "New Generation" campaign, followed by Pepsi’s sponsorship of the Bad tour. Most recently, Pepsi featured Jackson in the "Music Icons" commercial that premiered during "The X Factor" last year.

"Pepsi has always been at the forefront of pop culture, helping to shape the music landscape. This unique global partnership, around such a legendary music milestone, invites Pepsi fans from around the world to experience Michael Jackson’s music in an engaging and very ‘now’ kind of way — it’s a model example of how Pepsi’s ‘Live for Now’ campaign can manifest itself in a way that resonates the world over," said Brad Jakeman, president of global enjoyment brands and chief creative officer for PepsiCo Global Beverages Group.

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So Delicious Dairy Free teams up with Drew Brees, Brittany Brees

BY Allison Cerra

EUGENE, Ore. — A maker of coconut and almond milk products has tapped a National Football League quarterback and his wife to spread the word about foods for households managing related allergies and sensitivities.

So Delicious Dairy Free said Drew Brees of the New Orleans Saints, along with his philanthropist wife Brittany, will be featured in numerous So Delicious Dairy Free promotions, including an online recipe contest that kicks off May 7 called "So Much to Love," which offers fans the chance to win great prizes each day for 30 days when they vote for their favorite recipes.

In addition to the promotion, So Delicious Dairy Free will raise funds for the Brees Dream Foundation, the couple’s nonprofit organization that raises money to advance research in the fight against cancer and provide care, education and opportunities for children and families in need. So Delicious Dairy Free said it has committed a minimum donation of $50,000 with an uncapped maximum donation during the promotion period (July and August), as the company will donate 0.75% of net sales from all So Delicious Dairy Free "ice cream" to the foundation.

"We’ve been fans of So Delicious Dairy Free products for years," said Drew Brees. "Having food allergies means we face many challenges in managing the food choices in our house – like finding foods that we can eat that are good for us and that also taste great. We hope to inform families who deal with food allergies that there are great food choices out there which will help you maintain a healthy diet and allow you to play at optimal levels … whether it be on the field or on the playground."

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Pure Leaf Iced Tea introduces new campaign, packaging

BY Allison Cerra

PURCHASE, N.Y. — Pure Leaf Iced Tea is gearing up for a new campaign.

"For the Love of Leaves" campaign was inspired by Pure Leaf’s commitment to sourcing the freshest hand-selected tea from around the world, the company said and includes a digital campaign, which was launched this week, while new radio spots and out-of-home advertising will debut in select markets. In line with the campaign, the brand has tapped Gail Simmons, known for her role on Bravo’s "Top Chef" and Food & Wine magazine, who will introduce tea-infused recipes that will be housed on the brand’s Facebook page.

In addition to the campaign, Pure Leaf Iced Tea, which is Rainforest Alliance certified, has introduced environmentally-friendly packaging. The new square-shaped bottles are made of PET plastic, are lightweight and allow for a high pallet efficiency. Pure Leaf is now available in 18.5-oz. single-serve bottles (suggested retail price of $1.69 to $1.79) and a new 59-oz. multiserve carafe (suggested retail price of $2.49 to $2.69).

"We’re reintroducing Pure Leaf’s fresh brewed taste with a new look that iced tea drinkers will be proud to serve to both their families and guests," said Mary Barnard, SVP and general manager of the Pepsi Lipton Partnership at PepsiCo. "Our flavors, which are made from hand-selected tea from around the world, also pair wonderfully with food and make great additions to refreshing summer drink recipes."

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