Promotion Parade

Frank & Ed Rise Again!

They’re back and they’re looking for your support! America’s most beloved “on the porch” icons, Frank & Ed of cooler brand Bartles & Jaymes, have returned. To kick off the brand’s two-year re-launch plan, classic TV ads showing the original spokesmen sitting on their porch will be re-released. The multifaceted plan will also include a “Get off the Porch” launch event in L.A. next month to take Frank & Ed off the porch to promote their message of “good-time” summer moments. They will also begin to appear at media-centric red carpet happenings such as movie premieres and sporting events in an effort to thank the public “for their support.” The original cooler brand, introduced in 1981, has been reformulated and relaunched after a 16-year hiatus. Frank & Ed, who starred in Bartles & Jaymes ads from 1985-1991, became beloved idols of American television, representing a simple, salt of the earth lifestyle that contrasted drastically with the pop culture climate of the era. This modern return of Frank & Ed represents a similar cultural desire to return to familiar, established characters as brand icons.

Mountain Dew Transforms Your Summer

Mountain Dew is partnering with DreamWorks Pictures and Paramount Pictures for a unique promotion in conjunction with the July 4 release of the highly-anticipated live-action film TRANSFORMERS. The “Transform Your Summer” online promotion will award more than 150,000 prizes, which have a total value of more than $7 million, over a 12-week period. Consumers will be able to enter the “Transform Your Summer” sweepstakes online at www. transformyoursummer.com. Thousands of prizes Frank & Ed Rise Again!

They’re back and they’re looking for your support! America’s most beloved “on the porch” icons, Frank & Ed of cooler brand Bartles & Jaymes, have returned. To kick off the brand’s two-year re-launch plan, classic TV ads showing the original spokesmen sitting on their porch will be re-released. The multifaceted plan will also include a “Get off the Porch” launch event in L.A. next month to take Frank & Ed off the porch to promote their message of “good-time” summer moments. They will also begin to appear at media-centric red carpet happenings such as movie premieres and sporting events in an effort to thank the public “for their support.” The original cooler brand, introduced in 1981, has been reformulated and relaunched after a 16-year hiatus. Frank & Ed, who starred in Bartles & Jaymes ads from 1985-1991, became beloved idols of American television, representing a simple, salt of the earth lifestyle that contrasted drastically with the pop culture climate of the era. This modern return of Frank & Ed represents a similar cultural desire to return to familiar, established characters as brand icons. will be given away each day and consumers will be able to choose the prize they would like the chance to win by entering the daily drawing of their choice. In addition, a limited-edition Pepsi Optimus Prime collectible truck figure will be available as part of the promotion.

A new “Transform Your Summer” Mountain Dew commercial will debut in early June. The spot is set in an apartment kitchen where a young man tries to get the last Mountain Dew away from a toaster that “transforms” into a toaster- bot.

Pepsi Asks for Volunteers

PepsiCo’s “Design our Pepsi Can” promotion will allow a consumer to design the look of one of its cans for the first time in history. The person who comes up with the winning design will have their artwork featured on 500 million Pepsi cans across the country and take home a $10,000 prize. During the promotion, consumers may enter by going to www. designourpepsican.com. Once registered, participants will have the option of using their own design programs or the tools available on the site to bring their ideas to life. The top designs, as determined by a panel at Pepsi, will be posted on designourpepsican.com where consumers will vote for the winner.

Some of the world’s top musicians are also showcasing their artistic talent on the Pepsi can. The All-American Rejects, Big & Rich and Pharrell Williams have each created unique designs for the Pepsi can that will be in market in the upcoming months. The three special cans will feature a Web site address that will take fans to exclusive footage of the artists and will offer information on their new projects.

These designs are a part of Pepsi’s global brand restyle. The iconic Pepsi globe logo and name lettering remain the same – just like Pepsi’s great taste – but the background graphics change every few weeks. In its 109-year existence, Pepsi-Cola’s look has changed just 10 times, but this year alone, it will change more than 35 times.FRS Supports Armstrong Foundation

New Sun Nutrition, manufacturers of FRS Healthy Energy Drink, has joined forces with the Lance Armstrong Foundation (LAF). The company will help raise funds to support the LAF’s programs by providing ten cents for every case sold of its FRS healthy energy drink in ready to drink cans. In addition, similar payments will also be made on sales of all other FRS product formats including concentrate, chews and drink powder.

FRS product packaging will feature the LIVESTRONG logo, and FRS print advertising, web site and other marketing materials will include the LIVESTRONG yellow wristband to help raise awareness of the LAF and its ongoing fight against cancer.

LIV Natural Starts Sponsorships

LIV Natural, the innovative all-natural sports drink designed for athletes and active adults and kids, announced today that they will sponsor an assortment of teams and events during the remaining months of 2007.

The following teams will be racing on behalf of LIV Natural, Inc.:

• The WBI Investments powered by LIV Natural Cycling Team, based in NJ (www.wbiinvestments.org)

• EMC2 Triathlon Club, based in NJ (www.emc2multisport.com)

• Triple Fitness Training, Inc., based in Longwood, FL (www.jeffcuddeback.com)

• Team Adoptex Adventure Racing Team, based in CO (www.adoptex.org)

LIV Natural will also be sponsoring the following sporting events:

• Hope and Possibility 5 mile run in Central Park, NYC June 24 (www.shoe4africa.org)

• Running For Cover (Noreen O’Neill) Foundation for Melanoma Research in Philadelphia, PA June 24 (www.foundationformelanomaresearch.org/runwalk)

• Chilmark Road Race in Martha’s Vineyard August 11 (www.chilmarkroadrace.org)

• Run the Chop Challenge in Martha’s Vineyard June 30 (www.runthechop.murdicks.com)

Ironman and Ardea

Ardea Beverage Company, makers of airforce Nutrisoda, has announced that triathlete and Ironman competitor Jay Hewitt will be their national spokesman for diabetes awareness. Ardea has taken a proactive stance on diabetes initiatives nationwide, and Jay Hewitt is an integral part of these efforts. Since 1991 Hewitt has been living with Type 1 diabetes, which was his motivation to begin racing, thereby becoming an inspiration to people with diabetes around the world. Hewitt has posted health and wellness tips on the airforce Nutrisoda Web site (www.nutrisoda.com).