Project Purse-way: Canadian Supermodel Stacey McKenzie Kicks-off Countrywide Voting to Determine Crystal Light Designer Purse Challenge Winner

-Canadian women name the purse their most essential fashion accessory -

TORONTO, June 22, 2011 /CNW/ - Now that summer's finally here, women across the country are flaunting a bevy of new seasonal bags. And whether they're sporting totes, shoulder bags or satchels, there's no denying it - women "heart" their handbags.   In fact, according to a recent survey by Angus-Reid on behalf of Crystal Light, 44 per cent of Canadian women say the purse is their most essential fashion accessory - and 16 per cent openly admit to having a full-on handbag obsession!

To celebrate women's love affair with the purse, Canadians are invited to vote for the first-ever Crystal Light Designer Purse Challenge Winner at Facebook.com/CrystalLightCanada.  Featured purses were designed by aspiring fashion students and selected by a panel of judges led by supermodel Stacey McKenzie.  The winning designer will take home $5,000, while voters have the chance to win one of the finalist bags filled with $1000 worth of gifts.

"Purses are to fashion what Crystal Light is to water - a fabulous accessory," said celebrity judge and renowned fashion icon, Stacey McKenzie.  "Discovering up-and-coming designers by supporting a program like this is inspiring and makes me excited for the future of Canadian fashion."

Earlier this spring, a select group of aspiring design students were invited to create the "ultimate handbag" based on creativity, uniqueness, feasibility of design and flavour inspiration.  The final four were selected at an event held last night at Toronto's Design Exchange.

The Crystal Light Designer Purse Challenge celebrates Canadian women's passion for their purses, along with one of their favourite purse accessories, water.  While more than half of women (55 per cent) consider water bottles essential to carry in their purses to stay refreshed throughout the day, a surprising 63 per cent of women say they don't drink as much water as they know they should. To prevent the summer heat and busy schedules from squeezing bodies dry, Crystal Light is encouraging women to add flavour to their water to make hydration more enjoyable.

"We've spent a lot of time talking to women.  They love their purses.  They carry water in them but often have a tough time keeping themselves hydrated," says Kevin Smith, Crystal Light.  "Hopefully through this program we'll help raise awareness of an easy and enjoyable solution to make water an integral part of their day - adding a pack of Crystal Light."

For the love of purses

According to the survey, a third of Canadian women say they would rather have a brand new bag over a brand new partner. Some purses even have women seeing green as 25 per cent of survey participants admitted they've suffered from purse envy when spotting other women's handbags.

And did you know that purses and "purse-o-nality" can go hand in hand? More than half of respondents (55 per cent) feel their choice of purse typically describes their personality, and some (23 per cent) even match their purse to their mood or how they're feeling.

Methodology

From May 10th to 12th, 2011 an online survey was conducted among 1,051 randomly selected Canadian women who are Angus Reid Forum panelists. The margin of error—which measures sampling variability is +/- 3.1%, 19 times out of 20.

The results have been statistically weighted according to the most current education, age, and region Census data to ensure a sample representative of the entire female adult population of Canada. Discrepancies in or between totals are due to rounding.

ABOUT KRAFT FOODS

Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America. Twelve of the company's iconic brands -- including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Trident and Tang -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate. In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, Kool-Aid and Del Monte beverages, Caramilk chocolate, Maynards candy, and Stride and Dentyne gum.

SOURCE Kraft Foods

For further information:

Kate Kernahan
Edelman
416.849.3107
kate.kernahan@edelman.com

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