CONSUMER-MARKETING | ENGAGEMENT

Procter & Gamble is toasting the golden anniversary of its Secret deodorant brand with a new cause-marketing campaign that gets women to reveal their innermost secrets.

Kraft Foods is lending a handful of its brands to meal-assembly franchise chain Dinner by Design.

By Amy Johannes

Nickelodeon is giving the likes of Dora the Explorer and SpongeBob SquarePants an even bigger role to play in grocery store aisles. In a new licensing deal, the entertainment company plans to put images of Dora and SpongeBob on packages of apples, pears, cherries and edamame (soybeans).

Kellogg Co. is taking American Idol fans backstage for the first time in its five years sponsoring the American Idols Live! tour.

The Home Depot has begun selling ad space on its Web site to key vendors who want to extend their reach beyond Home Depot aisles.

Coca-Cola has hit a few bumps in the road following the February launch of its first consumer loyalty program.

Sara Lee has named Arc Worldwide, Chicago, its agency of record for Sara Lee Food & Beverage promotions and co-marketing, after a four-month review. Arc will handle all brands, with work focused on Ball Park, Hillshire Farm, Jimmy Dean and Senseo brands as well as flagship Sara Lee.

Nickelodeon is pounding the pavement this summer with a five-city interactive tour to promote its Nicktoons Network Animation Festival.

To boost ratings for its broadcast of the Tour de France cycling competition, the Outdoor Life Network (OLN) has launched a sweepstakes that dangles a trip to France and racing bikes as prizes.