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Sheets reaches out to Hispanic community with help from Pitbull
NEW YORK — PureBrands has launched a national advertising campaign for its Sheets energy strips brand in an effort to reach Hispanic consumers.
Partnering with recording artist Pitbull, the new Sheets campaign will include broadcast, radio and movie theater commercials that exclusively will be in Spanish. Pitbull and his team are an integral part of the brand's entire Hispanic marketing efforts, creating innovative advertising, marketing and promotional initiatives to reach Latino consumers worldwide, PureBrands said.
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Cracking slow growth
Cookies and crackers are a mature category with slow growth. Private label has been strong in the cookie category, a trend Mintel expected to continue for the next few years. Kraft Foods leads the category with its powerhouse Oreo and Chips Ahoy! brands.
Kraft also leads in the branded cracker category with a 37% market share, according to Packaged Facts, despite poor performance from its Ritz and Wheat Thins lines this year. Consumers remain interested in reduced sodium products.