CONSUMER-MARKETING | ENGAGEMENT

Mountain Dew launched an under-the-cap promotion yesterday tied to the upcoming film “Transformers” that offers prizes valued at more than $7 million.

Walt Disney Pictures and Pixar Animation Studios are generating excitement around the upcoming film “Ratatouille” with a multi-city tour that lets fans get up close to the characters and storyline.

Del Monte Foods is entering the energy drink business. Bloom Energy hit stores shelves this month, promoted as containing antioxidants, nutrients and a full serving of fruit.

Malibu Rum has named Vital Marketing as its agency of record for the Hispanic market. The experiential marketing agency will be tasked with creating a multifaceted national promotions program for the beverage, made by Pernod Ricard USA.

The two men who were charged in the late January Boston marketing plot that resulted in a bomb scare apologized Friday for their actions and settled their case with community service, which they already completed.

Kraft Foods and Six Flags are readying an on-pack promotion that gives discounts on entries to the theme parks.

USA Network is out with a host of promotions to hype up its upcoming comedy “The Starter Wife.”

Turkey Hill Dairy is staying close to home in a partnership with the Philadelphia Phillies.

Brian Cornell has resigned as executive vice president-chief marketing officer of Safeway Inc. so he can look for a chief executive post at another company.

Warner Bros. Pictures is canceling advanced movie screenings in Canada as part of an effort to combat piracy