PARMALAT POURS BRANDS INTO ONE GLASS
By Adnews Staff
Toronto-based Parmalat Canada is consolidating its line of milk and cream products and re-branding them under the Parmalat name. "By building a national profile with the Parmalat brand, we can leverage our global strengths and provide increased marketing effectiveness," said Mike Rosicki, president and CEO of Parmalat Canada. The company's milk and cream brands include Beatrice, Sealtest, Lactantia, Monte St. Hillaire and Dallaire. In conjunction with the focus on the new Parmalat milk brand, next month Parmalat Canada will begin a "Quarters for Kids" campaign. For every Kids Help Phone logo from a Parmalat milk container that consumers send in by July 31, Parmalat will donate $0.25 to Kids Help Phone. The company will also advertise on a billboard on Toronto's Gardiner Expressway as part of its re-branding initiatives. Advertising for the Parmalat is done by Goodgoll Curtis of Toronto. Public relations for Parmalat Canada are handled by Edelman Public Relations, also of Toronto.