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Powerade to launch Hispanic marketing campaign

BY Allison Cerra

ATLANTA Powerade is featuring goalkeeper Guillermo “Memo” Ochoa in the drink brand’s first-ever fully integrated marketing campaign aimed at the Hispanic community.

The Spanish-language advertising campaign, Powerade Latino, will kick off June 1 in major U.S. Hispanic markets and will be supported with a fully integrated marketing platform that includes broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa — who tends goal for the Mexican National Team — produced for the Powerade Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.

“The Powerade Latino campaign is part of our broader FIFA World Cup activation this year, reaching more consumers and refreshing them on and off the field with our brands,” said Jose Serafin, senior brand manager, Hispanic marketing for Coca-Cola North America. “The [campaign] is a great way to celebrate our brand’s strong relationship with the U.S. Hispanic community, and maximize our partnership with the FIFA World Cup, the most popular sporting event in the world.”

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Gerber Generation campaign focuses on nutrition

BY Allison Cerra

FLORHAM PARK, N.J. Gerber is expanding its new integrated marketing campaign to underscore early childhood nutrition.

Gerber Generation, which debuted in March television, out-of-home and print advertising, is enhancing its campaign by throwing 1,001 baby showers in partnership with House Party. The expanded campaign follows on the Start Healthy, Stay Healthy nutrition system the brand uses for its products to address childhood nutrition and obesity.

The baby showers will be held at homes of moms and moms-to-be, where they can talk about the importance of good nutrition and introduce their friends and family members to Gerber’s wide array of resources that span from pregnancy through preschool.  The parties will involve a mix of fun and education, and will include informational games, literature and Gerber product samples that help guide newly forming families through a baby’s nutrition journey.

“We have been leaders in early childhood nutrition and focused on the issue of childhood obesity for years,” said Rick Klauser, head of marketing for Nestle Infant Nutrition. “Research shows that the nutrition children get in the first five years can affect their health forever. We thought the idea of telling the story to moms from the mouths of children from all walks of life, at every stage of development from birth to age four, was compelling. These children are the next generation, the ‘Gerber Generation,’ and they deserve a healthy start.”

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UnderWay continues to expand market presence

BY Allison Cerra

BOCA RATON, Fla. Better Health Beverage said Thursday that distribution for its appetite-suppressing beverage UnderWay has reach 1,600 drug and retail locations.

UnderWay is available in 4-packs, 24-count cases and single bottles all available in three delicious flavors.

“We feel that in our first year, 2010, we will have surpassed 5,000 locations in North America covering the food, drug, mass and club store category,” said Richard Kayne, CEO of Better Health Beverage. “This growth parallels UnderWay’s burgeoning Internet presence, which continues to grow exponentially.”

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