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Tide celebrates style with new ad campaign

BY Allison Cerra

CINCINNATI Tide is celebrating the expression of personal style with its new advertising campaign entitled “Style is an Option. Clean is Not.”

The campaign, a celebration of diverse American style and the fantastic “Tide clean,” launched in market with a 30-second spot entitled “Show ‘Em Your Style” – created by Saatchi & Saatchi of New York. “Style is an Option. Clean is Not,” Tide’s first holistic multi-touch campaign since 2007, includes work from all Tide agency partners and will feature a series of new print ads, television spots, iMedia, OOH, in-store marketing and public relations efforts.

“In our new campaign, we wanted to communicate that Tide does a lot more than keep clothes looking their best,” said Suzanne Watson, associate marketing director, Tide North America. “Tide celebrates people’s diverse sense of style and their self-expression. The link between the importance of one’s unique style and helping to keep it clean, bright and fresh is what we wanted to bring forward.”

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Kraft makes an offer Cadbury can’t refuse

BY Allison Cerra

NORTHFIELD, Ill. Things just got sweeter for Kraft as its offer to purchase U.K.-based Cadbury for 11.7 billion pounds (U.S. $19 billion) was accepted Tuesday.

The deal marks the end of an era, as the British chocolate maker’s nearly 200-year independence draws to a close.

“We believe the offer represents good value for Cadbury shareholders and are pleased with the commitment that Kraft Foods has made to our heritage, values and people throughout the world,” said Cadbury chairman Roger Carr. “We will now work with the Kraft Foods’ management to ensure the continued success and growth of the business for the benefit of our customers, consumers and employees.”

The final offer represents 13 times Cadbury’s underlying 2009 EBITDA, Kraft said, and includes both cash and stock. Under the terms of the proposal, Kraft will pay 840 pence ($13.70) for each Cadbury share, while Cadbury will pay out a special dividend of 10 pence per share. Although the deal was unanimously approved by Cadbury’s board, the final offer did not need the approval of Kraft shareholders.

“We have great respect for Cadbury’s brands, heritage and people. We believe they will thrive as part of Kraft Foods. This recommended offer represents a compelling opportunity for Cadbury shareholders, providing both immediate value certainty and upside potential in the combined company. For Kraft Foods shareholders it transforms the portfolio, accelerates long-term growth and delivers highly attractive returns, while maintaining financial discipline,” said Kraft chairman and CEO Irene Rosenfeld.

Kraft has sought to purchase the confectionary since November 2009, after launching a $16.3 billion bid. The initial offer, Cadbury chairman Roger Carr said, undermined the value of the company. There also were rumors that other confectionary kings, namely Hershey and Ferrero, were seeking to takeover Cadbury, but would split the business.

In December, Kraft reached out a second time with a $16.5 billion bid. In response, Cadbury issued a defence document, which noted that the company raised its outlook and future goals as an independent company.

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Kashi introduces new products to GoLean line

BY Allison Cerra

LA JOLLA, Calif. Kashi announced the addition of GoLean Crisp! to its GoLean family of foods.

Kashi GoLean Crisp! includes such read-to-eat cereals as toasted berry crumble, which features a naturally sweet combination of dried cranberries and wild blueberries.Each serving also offers 9-g of protein, 8-g of fiber and 18-g of whole grains.

“Kashi GoLean Crisp! toasted berry crumble offers a new taste and texture to the GoLean family to deliver amazingly satisfying nutrition,” said Keegan Sheridan, natural food and lifestyle expert at Kashi.  “As the first GoLean cereal to have fruit, it provides a delicious flavor combination of toasted grains, wild blueberries and sun-ripened cranberries, and a uniquely light and crispy texture you can feel. Fiber, protein and other healthy nutrients fuel your body by providing true sustenance and lasting energy.”

Kashi GoLean Crisp! toasted berry crumble cereal is now available at grocers nationwide.

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