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PowerBar

This article was originally published in The Tan Sheet

Executive Summary

Brand is the "official energy bar of the Olympics," through the 2004 Games in Athens, PowerBar announces at Natural Products Expo West in Anaheim, Calif. March 23-26. New packaging featuring the statement and the Olympic rings will begin appearing in August; TV spots and in-store promotions will begin in late June. The company also is getting ready for its "Camp PowerBar" campaign, scheduled to break in May. The sweepstakes will let winners spend a weekend with PowerBar spokespersons, including Brandi Chastain, Mia Hamm, Jason Kidd and Steve Young, and will be the focus of a $2 mil.-$3 mil. radio campaign in 19 markets. Free-standing displays at retail also will promote the sweepstakes
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