Marketing Tactics

The Hershey Company signs a multiyear agreement with GSI Commerce Inc. to provide a full-service, direct-to-consumer solution for its online gift store Hershey's Gifts (www.hersheysgifts.com) and catalog Mauna Loa (www.maunaloa.com).

Tupperware announces the launch of its 2007 Translations in Tupperware Global Design Contest and is challenging the public to put their creativity to work.

Six Flags Inc. forms multi-year sponsorship and marketing alliance with Sara Lee Food & Beverage and Sara Lee Foodservice, divisions of Sara Lee Corporation, under which the two divisions will become a Six Flags Corporate Alliance Partner and Sara Lee's Ball Park brand will become the Official Hot Dog of Six Flags.

HPG, the licensing team of Hasbro Inc., signs a licensing agreement that will launch an extensive apparel collection in Steve & Barry's stores nationwide in Spring and Fall 2007.

Weighing in on internal transition and external collaboration

The Maytag brand recently conducted a nationwide search for the new Maytag repairman, the longest running real-life advertising character on network television.

PEEPS marshmallow brand candies from Just Born Inc. were recently represented by amateur athlete Bruce Hochman in a Century (100-mile) bike ride around Lake Tahoe, Nevada, to raise money for The Leukemia & Lymphoma Society (LLS).

Consumer goods companies try to gain success in this fast growing segment