I Can’t Believe It’s Not Butter, Eva Longoria partner on campaign
I Can’t Believe It’s Not Butter is launching a new campaign with the help of actress Eva Longoria.
The brand’s new “Spread No Drama” campaign addresses the ongoing habit of dramatic internal dialogues surrounding what to eat and what not to eat, the company said.
Longoria is to star in multiple comedic short-form videos that are aimed at inspiring people to reduce their food drama, and instead focus on a balanced lifestyle.
“Humor and fantastical scenarios are the brand’s DNA,” said Bernice Chao, Senior Brand Manager, Upfield. “We wanted someone who could bring the ‘Spread No Drama’ creative to life with a dose of unexpected humor and we couldn’t think of a funnier actress than Eva Longoria. Eva also is the epitome of a strong confident person who practices a balanced lifestyle.”
I Can’t Believe It’s Not Butter’s new campaign also is part of the brand’s new and fully fleshed creative ecosystem that is to feature such pieces as mass awareness plays to culinary credibility builders, and peer-to-peer reviews, the company said.
“I’ve used I Can’t Believe It’s Not Butter!® for years because I enjoy the taste,” said Eva Longoria. “I instantly fell in love with the concept of ‘Spread No Drama’ as soon as I read the script.”
Longoria’s campaign will be featured across various digital channels, print, in-store, radio and the brand’s social channels.
Special K intros ancient grains cereal
Fans of Special K cereal now have a new option to try.
The Battle Creek, Mich.-based company, which is part of the Kellogg portfolio, unveiled its new Protein Honey Almond Ancient Grains cereal.
Containing 15g of protein per serving, the product also contains whole grains as a first ingredient, flakes made from a mixture of such grains as sorghum and black rice, honey and almonds, the company said.
“When Special K hit shelves in the 1950s, it was the first cereal to feature key vitamins and nutrients, including protein,” Christie Crouch, Special K’s director of marketing, said. “Today, we continue to look for ways to innovate that stay true to that heritage and do more with both nutrition and taste. That’s why our new Protein cereal recipes include a nutrient bundle designed to help you get more from your protein.”
Special K’s Protein Honey Almond Ancient Grains cereal is currently rolling onto retail shelves. Further information on the product or any of the brand’s other offerings can be found on its website and social media channels.
PepsiCo announces leadership appointments
Several changes are occurring within PepsiCo’s leadership divisions.
The Purchase, N.Y.-based company announced that its current chief executive officer, Albert P. Carey, would be retiring at the end of March 2019.
“Al has been an invaluable leader, colleague, advisor and friend, and will be missed by all of us at PepsiCo and all of the customers and partners he worked with over his exemplary career,” Ramon Laguarta, PepsiCo’s chief executive officer said. “Al’s unique combination of style, skill, entrepreneurial spirit and executional excellence, has helped make PepsiCo one of the most admired businesses in the world, and raised the bar for our current and future associates. We wish him all the best in his next chapter. While Al leaves big shoes to fill, I have every confidence in our North America businesses under the skilled leadership of Vivek and Kirk in these critical roles.”
In addition, Vivek Sankaran, the current president and chief operating officer of Frito-Lay North America will be taking over as the divisions CEO, and Kirk Tanner who serves as the president and chief operating officer of North America Beverages will take over as its CEO.
“PepsiCo has been like family to me for almost 38 years, and to say this was a difficult decision for me is an understatement,” Al Carey, chief executive officer of PepsiCo North America, said. “I am so proud of the many accomplishments we achieved as a team along the way, especially with our customers and our front-line associates. PepsiCo has a bright future and I’m excited about the compelling growth agenda Ramon is bringing. I look forward to watching PepsiCo’s continued success for many years to come.”