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Lime Mojito Ad Gives Audiences First Taste Of New CBS Drama 'Cane'

September 5th, 2007 3:48pm EDT
CaneCBS has created a first-of-its-kind print advertisement for a television series that tastes like a non-alcoholic lime Mojito.

The inventive ad, which promotes the fictional Duque Rum brand featured in the highly touted new series "Cane," starring Jimmy Smits, Hector Elizondo, Nestor Carbonell and Rita Moreno, will appear in the fall entertainment preview edition of Rolling Stone, hitting newsstands Sept. 7.

Setting a new standard for innovative marketing and brand differentiation, the multi-sensory campaign will directly reach Rolling Stone readers and offer them a unique opportunity to experience "Cane."

The slick promotion showcases the Duque Rum brand alongside a tamper-proof taste packet developed by First Flavor. The insert includes a thin, tamper evident pouch with a non-alcoholic lime mojito-flavored dissolving taste strip that will enable them to enjoy the full-flavor taste experience of a rum mojito, without any of the sugar, calories or alcohol.

The two page advertisement promotes the season premiere of Cane while driving consumers to a website luciaduquerum.com, created exclusively to promote the series. The site will also offer visitors a unique opportunity to enter a search for "The Duque Rum Girl," who will be cast in an upcoming episode of "Cane."


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