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NEW YORK In a bid to generate buzz for its new prime-time series Cane, CBS has created a marketing campaign that integrates a print ad, appearing in the Sept. 7 issue of Rolling Stone, and a promotional contest into the storyline, which follows a Florida family in the rum making business.
The Rolling Stone ad is unusual on several fronts. It promotes a fake brand, Duque Rum, named after the family on the show, which stars Jimmy Smits.
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