Bottled Water Buzz

February 1, 2006
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Bottled Water Buzz
Elizabeth Fuhrman  
Managing Editor
February marked National Children’s Dental Health Month with the American Academy of Pediatric Dentistry kicking off a national campaign in partnership with Spring! by Dannon Fluoride to Go to help focus attention on the importance of drinking water with fluoride for children. In turn, national media wrote about and aired dentists’ concerns that children aren’t getting enough fluoride because of the increase of bottled water consumption by children. While praised otherwise for its “health benefits,” bottled water often doesn’t contain enough fluoride to prevent tooth decay, according to the American Dental Association.
But a growing number of bottled water producers are adding fluoride to brands aimed at kids. Spring! by Dannon Fluoride to Go, marketed and distributed by The Coca-Cola Co., is kid-sized, and labeled with fluoride levels to help parents ensure their kids are getting the right amount to keep teeth healthy. Nestlé Waters North America Inc. introduced lunchbox-sized versions of its spring-water brands this month. Additionally, Nestlé’s 8-ounce bottles of Poland Spring, Deer Park and Ozarka contain levels of added fluoride from 0.17 mg. to 0.21 mg. per bottle, which is within the optimal range for fluoride in drinking water of 0.7 mg. to 1.2 mg. per liter as set by the U.S. Public Health Service, the company says.
While most bottled waters don’t contain enough fluoride, it isn’t clear at what point consumption of bottled water rather than fluoridated tap water would start making an impact, reports a dental officer with the Centers for Disease Control. And although bottled water took a lot of heat this month, it is scarcely the largest cause of cavities in children and teens. The top contenders, dentists say, are inadequate brushing, along with poor diet.
Motocross sponsor
Glacéau, Whitestone, N.Y., signed a deal to partner Vitaminwater with Motocross X Games superstar Kenny Bartram. The partnership became official at the 10th annual Winter X games in Aspen, Colo., in January.
Driving sales
ANSI, Largo, Fla., makers of Xtreme Shock, recently opened an additional facility in the Northeast with plans to open a western distribution center within the year. ANSI has added nearly 40 new distributors to its team, including: Miller, Anheuser Busch and independent beer and beverage distributors; Onondaga Beverage in New York; Hill Distributors and Metropolitan of Ohio Crystal Water and Soda of Pennsylvania; Eastside Beverage of Minnesota; Allied Beverage and Kaiser Wholesale of Indiana; Flathead Beverage of Montana; Gerry’s Distributing, Dan Henry Distributing, Tasson Distributing, Four Seasons Distributing, Alpena Beverage, Peterlin Brothers, O&W Distributing, Oak Distributing and Johnson Distributing of Michigan; Premium Brands and Ed Rolson Distributing of Arkansas; Bowen Distributing of North Carolina; Elizabethtown Marketing of Kentucky; Beer Capitol Distributors of Wisconsin; Spirit Distributing and H&M Distributing of Idaho; and Stein Distributing of Washington.
Diet sampling
This February, Diet Dr Pepper wanted consumers to enjoy its great taste, and put more than 250 million samples in their hands. The Diet Dr Pepper National Sampling Blitz blanketed the country with free full-size cans, fountain drinks and other giveaways. Free samples and coupons were distributed through retail partners and events, including: free Diet Dr Pepper Fountain Day at 7-Eleven stores on Feb. 10, supermarket and retail special promotions, samplings and coupons with partners around the country, product coupons mailed to everyone in America named “Pepper,” and professional and college basketball festivities.
Xtreme showing
Power Trip Motorsports stock eliminator entry won the International Hot Rod Association Best Engineered Award in Nicholls, Ga. Power Trip Director of Motorsports and Finance, Jorge Carnero said, “We knew from the beginning that we had a winner on our hands. This award confirmed our belief. I am glad that our efforts paid off and that this vehicle can make Power Trip Xtreme Energy Drink proud.”
Super  Celebration
Maxim magazine pulled out the glitter and guitars with Rick Tapia, Absolut Vodka brand manager; Sopranos star Jamie Lynn Sigler; and Tim Castelli, Maxim associate publisher, for its Super Bowl party, Maxim Rock City on Feb. 4 at Detroit’s Orchestra Hall. Coors Light and Absolut Vodka were the official drink sponsors of the celeb-filled event. Absolut Vodka harkened back to the rock classic Tommy with Absolut Rock City cocktails, and Coors Light paid homage to Tommy with ice-cold brews at its pinball bar.

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