products & promotions 2007-05-21

CULTURAL LIP CARE

OAK BROOK, Ill. — Blistex here has obtained a license to sell products in the U.S. under the trademarked Jarritos Mexican soft drink brand. Jarritos is the leading brand in the Mexican soft drink category in the U.S and a Mexican cultural icon, according to Blistex. The new Jarritos Mandarin Orange-flavored Blistex Lip Balm will feature a bilingual package design. “Blistex and Jarritos will rely on current brand advertising and marketing to create a halo for the launch,” said Blistex President Mike Donnantuono. “Combined national and local advertising and marketing for Jarritos and Blistex brands is about $15 million per year.”

ARMED WITH CONFIDENCE

SCOTTSDALE, Ariz. — Soft & Dri is out to give its deodorant new appeal by launching an advertising campaign as well as a new product: Soft & Dri Conditioning Silk invisible solid. Ads appearing on-air and in women's magazines will deliver the message that Soft & Dri is giving women “the confidence to feel sexy, starting underneath their arms,” the company said. This new brand positioning and product enhancement comes after The Dial Corp., a company of Henkel KGaA here, acquired the Soft & Dri brand from Procter & Gamble, Cincinnati, last year.

FITNESS FOR MOMS

PORT WASHINGTON, N.Y. — The first in a series of fitness DVDs targeting moms in the U.S., “Fabulously Fit Moms” will be released this June from Koch Vision here. The star of the series, Jennifer Nicole Lee, has been featured on “Oprah” and “The CBS Early Show” and is the author of the upcoming book “Crack the Code: Unlock Your Fat Burning and Weight Loss Potential.” “Fabulously Fit Moms” has partnered with Child magazine through a series of initiatives, including a free one-year Child subscription offer in every DVD. Suggested retail price of the DVD is $14.98.