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New CBS print ad tastes like a Mojito

Sept. 5, 2007 at 11:52 AM

NEW YORK, Sept. 5 (UPI) -- The U.S. television network CBS said it has created a first-of-its-kind print ad that tastes like a non-alcoholic, rum Mojito to promote its new show "Cane."

Expected to run in the fall preview issue of Rolling Stone magazine, which hits newsstands Friday, the two-page ad promotes the fictional Duque Rum brand featured on the upcoming CBS drama, starring Jimmy Smits, Hector Elizondo, Nestor Carbonell and Rita Moreno.

The insert includes a thin, tamper-evident pouch with a non-alcoholic, lime Mojito-flavored dissolving taste strip, the network said.

"What better way to launch a new series like this then design a one-of-a-kind print ad you can taste," said George Schweitzer, president, CBS Marketing Group. "We are always looking to stretch the boundaries of traditional advertising by finding creative ways to market our primetime series."

"Rolling Stone has always provided a creative environment for marketers to conduct innovative, never-been-done-before advertising initiatives that break new ground and generate buzz. We are thrilled to be partnering with CBS on this and expect the results to be exceptional," Ray Chelstowski, publisher of Rolling Stone magazine, said in a statement.

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