KASHI CO.: La Jolla, CA, is proving it has a sense of humor. The natural foods marketer is backing up its current sampling push for TLC Chewy Trail Mix granola bars with an unusual guarantee: If consumers don’t like the bar, they can watch Kashi’s head food developer eat the cardboard box the bars come in. Jeff Grogg is ready to eat a cardboard box on Kashi.com on Oct. 19. Consumers visit the site to request a sample, then vote for one of three choices: “quite tasty,” “tasted a lot like cardboard,” or “quite tasty but eat the box.” Sampling runs through Sept. 26.
ATARI: has named David Pierce president and CEO, effective immediately. In his new role, Pierce oversees the operational management of Atari. He replaces former CEO Brune Bonnell, who will continue to serve as the company’s chair and chief creative officer. Pierce previously worked as executive VP and general manager of Sony Wonder, a division of Sony BMG Music Entertainment. Prior to that, Pierce was senior VP of Columbia Tristar Home Video, a division of Sony Pictures Entertainment from 1989 to 1994.
SUNDANCE CHANNEL: has named Kimberly Gabelmann as VP-branded entertainment and sponsorship for the network. In her new role, Gabelmann will help develop integrated sponsorship sales and branded entertainment initiatives across Sundance Channel-branded platforms, including on-air, online, VOD, EST and wireless. She will also help create a new sponsorship sales and branded entertainment team. Gabelmann will be based out New York City and will report to Kirk Iwanowski, Sundance Channel’s executive VP-marketing, branded entertainment and sponsorship. She previously worked as director, new business development at Comedy Central. Gabelmann’s position comes as Sundance Channel recently announced its move into branded entertainment and sponsorship. Starting Jan. 1, 2007, the network will introduce a multi-platform sponsorship strategy that will include customized, content-based marketing platforms tied to specific content.
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