Entertainment Tie-ins / Licensing

For the first time since 1998, Coca-Cola will advertise during the Super Bowl. According to Adweek, Coca-Cola was content buying the pods immediately prior to the telecasts, while competitor Pepsi dominated the in-game airwaves.

As an example of how marketers are using scent in advertising, Kraft Foods Inc. ran five rub-and-sniff ads for some of its products, including Chips Ahoy and Philadelphia Cream Cheese, in a special edition of Time Warner's People magazine, reports the Wall Street Journal.

The Walt Disney Company introduced new food guidelines for licensed foods and promotions aimed at children.

General Mills launches two multicultural marketing platforms that appeal to African-American and Latina consumers: Serving Up Soul and Que Rica Vida.

For years race fans used scanners to listen to communications between a driver and crew during a race.

Crayola partners with GPX, a designer and manufacturer of consumer electronics products, to launch an entertaining line of audio and video products, dubbed "Feel the Color of Music"

Procter & Gamble deemed Super Bowl XL as the perfect venue for the debut of its multi-million dollar advertising campaign for Gillette's revolutionary wet shaving systems for men.

Maxell Corporation's classic, black-and-white "blow-away guy" image is the centerpiece of a new multi-million dollar integrated marketing campaign.