Xtra

7/15

In response to the childhood obesity epidemic sweeping the nation, Subway has invested between $25 to $35 million, or 20% of its national advertising budget, to raise awareness and educate communities on the need to prevent and treat childhood obesity.

Three top brands, Nextel, Paramount and the Hansen Beverage Co., have signed on to sponsor individual trains in a Las Vegas monorail system that opens to the public today.

Procter & Gamble Co. handed its $4 billion communications account to Starcom MediaVest and Carat. The assignment includes media planning as well as planning for promotions and p.r.

The sexual lubricant brand K-Y is getting romantic, encouraging couples around the country to go on dates via a sweepstakes that awards a double date with The Bachelorette duo Trista and Ryan Sutter.

7/14

Magazine ads for “got milk?” starring media moguls Mary-Kate and Ashley Olsen have been retracted indefinitely following a whirlwind of negative media surrounding Mary-Kate's bout with anorexia.

Less than a week after CEO Brad Blum stepped down, Burger King Corp. has named Greg Brenneman, a former airline exec, as its new head effective Aug. 1.

Hershey Foods Corp. leverages its NASCAR sponsorship for an online auction that uses candy wrappers as currency.

MGM, a symbol of Hollywood glamour, has launched a new line of cosmetics for consumers, a first for a major motion picture studio.

7/13

Campbell Soup Co. has teamed with NBC and Scholastic for an unusual contest that runs on-air, on-pack, in schools and online. The American Dreams Essay Contest weaves a competition into the story line of American Dreams' third season this fall: High schooler Patty Pryor (played by Sarah Raymos) competes in the essay contest.

Bank of America has signed sponsorship agreements with both Major League Properties, Minor League Baseball and Little League Baseball.

7/8

Mountain Dew has formed a long-term deal to be the title sponsor of The Dew Action Sports Tour, the first season-long, nationally televised professional tour for skateboarding, BMX and freestyle motocross.

Pfizer has signed a $1 million advertising buy with Radio Disney to get the word out about its anti-itch cream, Cortizone 10, to kids and their families.

A Westchester County, NY, executive has called for consumers to boycott Kellogg Co. just days after the company halted cereal shipments to two states, citing environmental concerns.

NBC Olympics and Solo Cup Co. have partnered to put NBC's Athens Olympic logo, dates and 24-hour message on nearly 24 million coffee cups in New York and other major U.S. cities.

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