Topic | Experiential

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.

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.

State Farm is activating its sponsorship of this summer's American Idols Live! Tour with on-site displays and a two-part text-messaging promotion that brings fans closer to their favorite performers.

A new water brand is aimed at kids at a time when sugary drinks are under attack by parents, as well as politicians. Nestlé Waters North America is offering the new Aquapod water under its six regional brands Deer Park, Ice Mountain, Ozarka, Poland Spring, Zephyr Hills and Arrowhead.

Ben & Jerry's is circling back to its social activism days with a new campaign and tour that urges consumers to shift spending priorities from nuclear weapons to the needs of children.

An annual mall tour targeting teens kicked off this weekend with sponsors CosmoGIRL!, Mountain Dew, Sprint, AmEx and Tweety Bird.

Sports fans are some of the most passionate and intensely loyal people on the planet—more so, I think, than the ordinary consumer—and definitely a demographic worth targeting.

Nestlé USA has signed its Baby Ruth candy brand to sponsor Major League Baseball.

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