-By Brandweek Staff

NEW YORK Regis Philbin is the new spokesperson for Cumberland Packing's multi-million-dollar Sweet 'N Low campaign, which breaks today.

The co-host of Live With Regis and Kelly stars in national TV and print ads alongside The Pink Panther, conveying a message of Sweet 'N Low's good taste and "extra zing of sweetness none of the others have." Tagline: "You can't beat pink, pal!"

The TV commercials started airing today. The campaign also includes point-of-purchase and out-of-home ads. Pedone & Partners, New York, handles.

As part of the campaign, Philbin greets consumers when they visit the brand's Web site, Sweetnlow.com. As he holds the sweetener's pink packet, he says: "If I wanted my coffee to taste like sugar, I'd use sugar! To me, in my coffee, Sweet 'N Low tastes better than sugar!"

"Sweet 'N Low is celebrating its 50th birthday, so we wanted to do something really special for the brand," said Jeff Eisenstadt, president and CEO of Cumberland Packing, New York, in a statement. "I always thought Regis exuded honesty and sincerity. When you see and hear him, you immediately like the guy. When we found out he was an avid and longtime user, we jumped at the chance to make him our international spokesperson."

Sweet 'N Low spent about $5 million on advertising last year, per Nielsen Monitor-Plus.