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Pfizer division to roll out Body Smarts

Published on .

Pfizer's Adams Division will enter the nutritional candy arena this summer with new vitamin-fortified crunch bars and fruit chews under the Body Smarts banner. Adams said it will put $70 million in marketing against the launch of the line, with Cordiant's Bates USA, New York, handling national advertising and DVC Worldwide handling promotional and public relations support. The line will be positioned as great candy taste and added nutrition with the theme, "Sweet just got smart."

Copyright February 2001, Crain Communications Inc.

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