St. Louis-Based Equal Manufacturer Launches Campaign to Recast Brand. From: St. Louis Post-Dispatch (St. Louis, Missouri) (viaKnight-Ridder/Tribune Business News) | Date: June 11, 2002 | COPYRIGHT 2002 St. Louis Post-Dispatch. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

Byline: Thomas Lee

Jun. 11--Merisant Co., a St. Louis-based manufacturer of Equal, is launching a major marketing campaign to recast the brand -- best known as a low-calorie coffee sweetener -- as a flavor booster for desserts, beverages and candies.

The campaign, which includes a 60-second television commercial, print ads and product demonstrations, is the first major effort from the company's chief executive, Arnold Donald, s chief executive and former Monsanto official, to energize the underperforming brand. Donald and a group of investors purchased Equal from Monsanto ...

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