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Independent Concussion is relaunching Cremora, one of the original non-dairy creamers, with a TV spot and print ads that attempt to create a spark behind the 42-year-old brand, which has high recognition but remains a distant No. 2 in the category.
The last time Cremora appeared in a TV ad was 1997, when it was the property of Eagle Family Foods, said Ted Kranick, senior marketing manager for Dallas-based Dean Specialty Foods, which purchased the brand in December 2003.
In a 30-second spot that breaks in March, a woman pours a cup of coffee and the steam rises out of the cup, goes past a liquid creamer, then wraps itself around the Cremora container.
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