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SoBe kicks off Try Everything campaign

BY Allison Cerra

PURCHASE, N.Y. — SoBe has implemented a full-scale integrated marketing campaign.

The beverage brand said that its latest campaign, dubbed "Try Everything," is the biggest effort made since 2008. The Try Everything campaign combines television and radio advertisements, in-market grassroots programming and a revamped SoBe website.

This month, the brand is launching two 90-calorie teas: SoBe goji pear yerba maté and SoBe white peach oolong tea, which are naturally sweetened with real sugar and PureVia, enhanced with Chinese ginseng and Brazilian guarana, and infused with vitamin C.

“‘Try Everything’ marks a major milestone in the evolution of SoBe,” SoBe senior director of marketing Andrew Katz said. “We think it distinguishes us with consumers and in the beverage category while pushing the brand more deeply into the social consciousness. The possibilities are endless when you’re up for trying everything, whether it’s a new flavor from our SoBe Lifewater, Elixirs and Teas, discovering a new band or learning a new language.”

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Hi-Chew adds peach flavor to fruit chews lineup

BY Allison Cerra

LOS ANGELES — Hi-Chew has sweetened up its fruit chews with a new flavor.

The fruit chew brand has expanded to include a peach variety. The Hi-Chew lineup currently includes strawberry, green apple, melon, mango and banana flavors. The company announced it was rolling out a grape-flavored fruit chew in late 2010.

Hi-Chew is available at convenience stores and such retailers as Ralphs grocery stores.

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John Bilbrey steps in as Hershey’s interim president, CEO

BY Allison Cerra

HERSHEY, Pa. — Hershey’s leader is bidding the confectioner farewell, the company announced Wednesday.

David West, who has worked at Hershey for 10 years and serves as its president and CEO, is leaving his post to become CEO of Del Monte. The candy maker’s board of directors appointed EVP and COO John Bilbrey to serve as the company’s interim president and CEO.

Bilbrey joined Hershey in 2003 as SVP and president, Hershey International.

“We’re pleased that J.P. has accepted this position,” Hershey board chairman James Nevels said. “He has worked closely with the board for several years and has been involved in all aspects of the company’s strategy and operations. The board has seen firsthand his leadership and expertise and unanimously made this appointment. We will work quickly to name a permanent chief executive officer to ensure the continuation of this orderly transition."

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