Bears rock for Chino Energy drink

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[Milan, Italy] Nestle's Sanpellegrino created a teddy bear rock band to introduce a carbonated energy drink aimed at young people in Italy. Chino Energy is a brand extension of Chino, a bitter orange carbonated soft drink that has a 2.5% share of Italy's soft drink market and is also sold in France and Switzerland. This summer a video clip of lead teddy B.J. Energy and his band is running on music channels, and radio stations are playing their catchy tune "Starship." The three frenetic bears, always wearing giant cans of Chino Energy on their backs as their energy source, also star in TV, cinema and radio and print ads by Armando Testa and a Web site (bjenergy.it) by Testawebedv.