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Schick Hydro Silk sponsors The Band Perry’s summer 2012 tour

BY Antoinette Alexander

SHELTON, Conn. — The Schick Hydro Silk brand is going on the road this summer with The Band Perry as an official partner of its 2012 tour.

"Schick Hydro Silk is excited to partner with The Band Perry this summer," said Matthew Rader, senior brand manager for Energizer Personal Care. "Launching a new brand requires the ability to cut through the clutter of other branded messaging in the market place. A partnership and affiliation for a new brand like Schick Hydro Silk with the CMA and ACM awarded ‘New Artist of the Year’ The Band Perry allows us to deliver not only a unique message and experience, but lets us leave a more indelible branded imprint on a consumer. This is about marketing with the consumer, not to them. It’s about leaving an emotional fingerprint on each and every consumer that engages with us."

Now through September, Schick Hydro Silk will hit the road with an interactive branded mobile activation that will be at select concert locations throughout the United States. The water-themed environment will invite fans to learn about the brand through a variety of activities such as hydrating misters and a lounge area with iPad product demonstrations that showcase the new razor features.

Beginning June 18 through Aug. 9, consumers also can visit the Schick Hydro Silk Facebook page to enter "The Band Perry Escape" sweepstakes, for a chance to win weekly music themed prizes, Schick Hydro Silk product and a grand prize VIP trip to see The Band Perry live in concert.

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Former Pabst leader to serve as Mike’s Hard Lemonade president

BY Allison Cerra

CHICAGO — Mike’s Hard Lemonade announced that its president, Philip O’Neil, is leaving the company.

O’Neil, who served as president for five years, will be succeeded by former Pabst president and CEO Kevin Kotecki.

"Phil has been instrumental in building the Mike’s Hard Lemonade business across the United States. We are extremely grateful for his leadership and accomplishments and welcome him as a consultant on the business. He will always be part of the mike’s family,” Mike’s Hard Lemonade founder and chairman Anthony von Mandl said. "Now is the time for our next phase of growth at Mike’s and we are fortunate to have an industry veteran like Kevin Kotecki to lead the company into the future. I look forward to his fresh perspective on the business and have high expectations of what we can accomplish under his stewardship."

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Patients with MS show reduction in symptoms during drug trial

BY Alaric DeArment

CAMBRIDGE, Mass. — An experimental drug for multiple sclerosis produced a noticeable reduction in symptoms of the disease in a late-stage clinical trial, the drug’s developer said Friday.

Genzyme, a unit of French drug maker Sanofi, announced results from a phase-3 study of Aubagio (teriflunomide) in patients with relapsing forms of MS. According to the study, patients taking the drug in the 14-mg strength experienced a 36.3% reduction in annualized relapse rates and 31.5% reduction in the risk of sustained accumulation of disability over a 12-week period.

The study enrolled 1,169 patients who received once-daily doses of Aubagio in the 7-mg or 14-mg strength or placebo. After completing the approximately 18-month trial, patients were followed for 48 to 173 weeks.

In the treatment group that received the 7-mg strength of the drug, there was a 22.3% reduction in annualized relapse rate, but no statistically significant difference between the lower dose and placebo for the risk of 12-week sustained accumulation of disability.


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