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P&G expands Future Friendly initiative

BY Allison Cerra

CINCINNATI Procter & Gamble is expanding its environmental responsibility and consumer education platform through multiple brands.

Future Friendly, first introduced last year, will show consumers how to use popular P&G products to achieve savings in water, waste and energy, featuring such brands as Tide, Pampers and Duracell.

Future Friendly-labeled products will begin to appear on retailer shelves in early April. The U.S. launch of the initiative will be supported by a comprehensive marketing and public relations program, including a television campaign which will air the week of March 29. P&G’s April edition of its popular brandSaver newspaper supplement, will feature information about and coupons for Future Friendly products. The campaign will be further supplemented by a full suite of digital and social media engagement initiatives, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with recognized experts in conservation education.

“With Future Friendly, we’re trying to educate ‘mainstream’ consumers on how to conserve natural resources in their homes,” said Melanie Healey, P&G group president, North America. “These consumers don’t want any perceived trade-offs in performance and price. Instead, they want to purchase the brands they already know and trust and understand how using these products, and adopting other simple behavior changes within their homes, can help them lower their impact on the environment.”

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Celestial Seasonings launches new teas

BY Allison Cerra

BOULDER, Colo. Celestial Seasonings, a maker of all-natural teas, has developed a five fermented tea beverages features a distinctive blend of fruits, herbs and botanicals with a live and active culture called Kombucha.

Beginning in April, the new line will be available at Whole Foods Market and other natural foods stores in five flavorful, functional varieties with a suggested retail price of $2.99 to $3.49 for one 16-oz. bottle. Available varieties include:

  • Digestion: Meyer Lemon Ginger – contains prebiotics and ginger to support digestive health and meyer lemon for a sweet-tart taste
  • Antioxidant: Superfruit – contains Vitamin C to support immunity and well-being and acai, goji and pomegranate for a rich flavor
  • Metabolism: Berry Guava – contains green tea extract and B-vitamins to support healthy metabolism and huckleberry, blueberry and guava for tangy sweetness
  • Energy: Pomelo Citrus – contains B-vitamins and ginseng to maintain healthy energy levels and pomelo for a unique citrus taste
  • Super Green: Tropical Blend – contains spirulina for concentrated green food nutrients and mango and other flavors for a temptingly tropical taste

“Kombucha has gained a small but loyal following thanks to its health- and wellness-supporting qualities, but we’ve enhanced its palatability and appeal so that more people can enjoy its nutritional benefits,” said Peter Burns, General Manager of Celestial Seasonings.

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Bounty ‘Bring It’ campaign launches music video on YouTube

BY Allison Cerra

CINCINNATI Bounty is telling messes to “bring it” in a new music video that debuted on YouTube Friday.

The first-ever music video from the Bounty brand puts a captivating and humorous spin on a paper towel product demonstration set to rap music performed by the “Paper Towel Gang,” Procter & Gamble said. The video, approximately two minutes in length, showcases an actual Bounty product demonstration originally created by P&G’s internal Research and Development team, in which 11 billiard balls are balanced atop one sheet of Bounty that is stretched taut across the mouth of a 10-inch bowl.  The Bounty paper towel withstands the weight of the billiard balls without ripping or tearing.  Then, for the ultimate test, five gallons of water are poured over the Bounty, which still holds up, showcasing the paper towel’s strength, absorbency and durability.

“Our motivation for the ‘Bring It’ campaign is to empower moms to encourage creativity and learning-by-doing with their children, with the assurance that they can say ‘yes to the mess’ with Bounty,” said Dave Lee, Procter & Gamble North American Bounty delivery brand manager. “We are excited to release the music video as a way to bring one of our amazing product demonstrations to life, showcasing Bounty’s benefits in a popular and highly entertaining way.”

Bounty fans can follow the brand online and share the “Bring It” video with friends at the recently launched Facebook page: www.facebook.com/bounty.

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