Pepsi fans who can find arch villain Lex Luthor in an online game could win $1 million. It's all part of a new promotion from the soft-drink marketer tied to Warner Bros. Pictures' new movie, "Superman Returns." Starting June 5, consumers can enter 10-digit codes found on a wide range of Pepsi-Cola products online at a special Web site. When consumers enter their codes online, flash animation will appear on the interactive Web site and possibly reveal Lex Luther's whereabouts. The Pepsi code will also let consumers sample Electronic Arts' "Superman Returns" video game due in stores June 28. Participating brands include Diet Pepsi, Pepsi, Caffeine Free Diet Pepsi, Mountain Dew and Sierra Mist. Pepsi will specially brand its cans with Superman's "S" shield to further promote the movie. Read the whole story...

Subaru of America has a new marketing boss. He's Tim Mahoney, who rejoins the automaker after serving for the past seven years as general marketing manager of Porsche Cars North America, overseeing advertising, product planning, promotions, events, research and brand merchandising. He previously worked for Subaru in the mid-1980s. He succeeds Rick Crosson, vice president-marketing, who returns to sales as general manager of the Mid-Atlantic region, said executives close to the automaker. Mr. Crosson came from the same position in Colorado when he was tapped for the marketing job in early 2003. The move is the latest in a management shakeup at Subaru, and marks the automaker's fourth top marketer since 1999. Read the whole story...

Liquor marketer Brown-Forman has cut a branded entertainment deal with the Bravo cable network's "Celebrity Poker Showdown" in which the company's Southern Comfort brand will be integrated into the content of the show. Like most marketers, Brown Forman is looking for ways to get its product message across in a television environment that is immune to the zap-proof capabilities of consumers equipped with digital video recorders. On the show, departing contestants will be interviewed in a specially branded area called the SoCo Lime Lounge immediately following their elimination. The Southern Comfort logo also will be featured prominently throughout the show, as well as on the "Celebrity Poker Showdown" Web site. Read the whole story...