Corn association bolsters corn syrup rep with new campaign

The Corn Refiners Association, a Washington trade group, is launching an ad and PR campaign to rehabilitate high-fructose corn syrup's (HFCS) reputation.

The Corn Refiners Association, a Washington trade group, is launching an ad and PR campaign to rehabilitate high-fructose corn syrup's (HFCS) reputation. In recent years the ingredient was targeted by health advocates concerned with the US' growing obesity issue, but the association plans to fight that link with its new marketing initiative.

The 18-month campaign will target moms, with the group's PR firm reaching out to “mommy bloggers” in-person and by phone. There will also be ads in print, on TV, and online. The marketing push comes after initial grassroots attempts that included talking to nutritionists and doctors. Last week, the American Medical Association said HFCS is no more a contributor to obesity than other sweetners.

Also:

Chrysler is unveiling the UConnect Web system in its cars on Thursday, a feature that will be make wireless Internet available in-vehicle. The company will introduce the feature next year.

The Federal Communications Commission, concerned about the increased use of product placements, is opening up a formal discussion this week to introduce rules that would require more disclosure of the practice. According to the Wall Street Journal's source, the use of product placements has risen almost 34% in 2007 to $2.9 billion.

The cache of celebrities as product endorsers continues to grow as the celebs' personal "brands" fast-track a product's success.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in