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Industry: Email Alert RSS FeedDiet Rite Gets New Formula, New Campaign Thrust
Brandweek, Feb 21, 2000
WHITE PLAINS, N.Y.--Triarc's Royal Crown Cola next month unveils revamped Diet Rite soda amid print ads, direct mail and sampling. Creative breaks in March issues of Healthy Living, People, Prevention and Modem Maturity. Ads, via Blum, N.Y., are faux magazine covers that scream headlines "No Sugar.
No Aspartame" on pseudo tided pubs like "Sugar Freer Image of repackaged, reformulated product appears on cover. Direct mail in April touts product benefits and offers recipients a discount on Healthy Living subscriptions.
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