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It's no coincidence that Dannon Co. unearthed a photo of champion volleyball player Gabrielle Reece eating Dannon yogurt at age 6 for its new campaign, "Coincidence or Dannon?" That's because Dannon put the yogurt there.

The tongue-in-cheek print ad from Y&R Advertising, New York, in September publications features a shot of the model and athlete today and an inset picture of her in younger days -- with a cup of Dannon beside her. The childhood photo, at right, can also be viewed in Ms. Reece's new book,"Big Girl in the Middle," sans the Dannon.

An executive close to the company confides that consumers are meant to recognize the photo is doctored, underscoring the sardonic tone of the campaign that wryly implies sports celebrities got where they are because of Dannon. A new print execution in November publications will feature tennis champ Pete Sampras -- with an inset photo of the athlete at age 8, Dannon in one hand and trophy in

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