Events

• Acquisition

  Nestlé to Name a New Wonka

  Nestlé USA’s latest sweepstakes will use an in-pack ticket to name a new Willy Wonka.

• Engagement

  Lassie Fetches Dog Food Launch

  Lassie is getting ready to run this summer. The heroic collie lends her name to a new dog food marketed by Classic Media, which owns rights to the classic film and TV character. The brand, Lassie Natural Way, hits supermarket shelves this month. Classic kicks off a 20-week tour in June to promote the brand, whose launch dovetails with the pending U.S. release of the film Lassie, a remake of the 1938 classic Lassie Come Home.

• Engagement

  Wal-Mart Initiates Major Loyalty Drive, Says CMO

  Wal-Mart is on a new path to convert all but its most dedicated customers to loyalists and has put in place a five-point plan to achieve that goal. The aggressive effort will span at least 15 years, according to the company’s CMO, and encompass aspects ranging from store layouts to organic food offerings.

• Acquisition

  Brands Hit The Ice With NHL Partnerships

  Marketers have returned in full force to activate various sponsorships around National Hockey League (NHL) events, dangling sweepstakes prizes and other perks to keep loyal fans buzzing.

• Engagement

  JetBlue Airways Taps Mr. Youth for Promo Stunts

  JetBlue Airways has signed on youth marketing firm Mr. Youth to handle a variety of promotional activities for the low-cost carrier to help build brand awareness among consumers.

• Engagement

  Toyota and NBA Tour Thanks Military

  Toyota Motor Sales USA, Inc. is maximizing its partnership with the National Basketball Association through the launch of the league’s 2006 Finals Trophy Tour to five military bases in the U.S. heartland.

• Engagement

  Visa Brings Checking Alternative to the Streets of New York

  Visa is bringing its “Life Takes Recycling” TV spot to the streets of New York City next week to drive home a message that checkbooks are becoming obsolete.

• Engagement

  Wal-Mart Hosts ALL YOU Spring Event

  Wal-Mart will host “Fresh Start for Spring” events this weekend in 1,000 stores with six sponsoring brands: Weight Watchers, Suave, Nature Made, Mott’s, Sunkist and WD-40.

• Engagement

  McDonald’s CMO Pushes Healthy Story

  McDonald’s CMO was in New York City yesterday, dressed in running pants and T-shirt, spreading the message that the company plans to do a better job telling its story—that it offers choices for consumers, not just burgers and fries.

• Engagement

  Melitta Tests Euro Café Tour

  Melitta USA is bringing a taste of Europe to Philadelphia for the next six weeks, and may tour a slate of U.S. cities in 2007.