Tuesday, July 6, 2010

This Summer Brought To You By...

What are your plans for the summer? Concerts? Making s'mores over a fire pit? No matter what activities are on your schedule this season, you can be sure that your favorite food and beverage CPG companies will play a role in making those events happen.

Take for example, this summer's American Idol concert tour. Once sponsored by Kellogg's Pop-Tarts, the new M&M's Pretzel candies are sponsoring the 2010 live tour. The top ten contestants of season nine provided a sneak peek of the tour at a launch of the new product inside a giant M&M's Pretzels stage in New York city on June 1. A few weeks ago, Starburst also announced its summer concert series at Six Flags.

Hershey's is also hoping to help you make summertime memories with s'mores, the roasted marshmallow, melted chocolate treat nestled in between two graham crackers. Hershey's knows that summer is the ultimate s'mores season and is offering consumers a chance to download an exclusive song from Rascal Flatts to add to their summer soundtrack. "Your Day to Get Away" is free with the purchase of a Hershey's Milk Chocolate six-pack after the user registers and enters the UPC code from the wrapper.

Another much-promoted summer staple is the Nathan's Famous Fourth of July International Hot Dog Eating Contest, which took place earlier this week on July 4 in Coney Island, New York. The hot dog maker has hosted the contest since 1916, which pits competitive eaters against each other for ten minutes to see who can eat the most hot dogs, including bun. The winner received a cash prize and the coveted Mustard Yellow Belt.

What events are you looking forward to this summer? Keep an eye out for corporate sponsorships and drop me a line if you see anything unique.

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