Marketers hoping to cash in on the popularity of the World Cup soccer tournament by associating their brands without paying official sponsorship fees had better think again. Organizers are taking extensive steps this year to prevent so-called ambush marketing at the tournament, and violators might find themselves at the wrong end of the law. Increasingly, the sports authorities are pressing countries seeking to play host to international games to pass restrictive legislation enforcing bans not only on trademarked names like FIFA World Cup but also in a vague area of "associated" words and symbols. Their efforts could get bogged down, …

Pharmaceutical marketer Pfizer has resumed advertising for its controversial painkiller Celebrex, whose ads were pulled in December 2004 after charges that the drug could cause heart attacks. The difference is that now the print ads come with a boldface warning that begins, "Important Information: Celebrex may increase the chance of a heart attack or stroke that can lead to death." The company's goal is to revive sales of the drug, which plummeted after the ads were initially pulled. But the move is coming under fire from consumer groups who claim that Celebrex is dangerous and should be pulled off the …

Marketers have discovered the power of Internet social networks and are beginning to develop their own versions of sites as a way to spread the word about their brands, especially to young consumers who are particularly attracted to the sites. Major marketers who have joined the trend include General Motors Corp., Coca-Cola Co., Nike, Kohl's, USA Network, and Kodak, among others. All of them have created some form of networking Web site where users can leave postings about themselves and the brands--and leave e-mail addresses companies can use for communications. "Social-networking places are megatrends that are cutting across online everywhere," …

U.K.-based personal care product marketer Lornamead continued its assault on U.S. shores this week with the purchase of two popular hair care brands from consumer product powerhouse Unilever. The brands, Finesse and Aqua Net, were acquired worldwide with the exception of Aqua New in Mexico. Terms were not revealed. The deal represents Lornamead's first major acquisition in the North American market and is part of a strategy to increase its presence here. Many of the company's brands are already sold in top U.S. retailers like Wal-Mart, Target, Walgreens, CVS, Rite-Aid, Brooks and Eckerd, and last year the company acquired several …

Ford Motor Co., frustrated by sluggish sales, apparently believes the answer to its woes lies in increased advertising spending. The automaker has announced it will support its Ford Division with the biggest year-over-year ad-spending increase in the company's history, starting this quarter. "It's time to go on the offensive," said Mary Lou Quesnell, marketing director of Ford, Lincoln and Mercury in North America. Details were not revealed, but last year the company spent $894 million in measured media on Ford, its best-selling brand, a 10 percent drop from 2004, according to TNS Media Intelligence. The announcement was made at an …

The federal government wants food companies to change the way they market their products in light of increasing obesity rates among children. A report issued this week by the Federal Trade Commission and the Department of Health and Human Services urges food marketers to develop more nutritious products and to "review and revise" its marketing practices. However, the report goes a step further in recommending that the Children's Advertising Review Unit, which was set up as a self-regulatory unit by the industry, consider creating minimum nutrition standards for foods advertised to children. The report got mixed reviews from interest groups. …

Jose Cuervo International is embarking on a major promotional campaign to support the introduction of three new flavored premium tequilas.  The new products will be launched during the company’s upcoming sponsorship of the AVP Pro Beach Volleyball Tour. On-premise sampling events get underway in July at popular nightclubs in the top 20 U.S. cities. Events include a contest in which three consumers are offered a flavored shot sample in groups of three. The consumers are blind-folded and given different flavors of the tequilas, which are then consumed via a "shot-ski" that requires all three persons to drink their shot …

Pharmaceutical marketer Bayer is turning to traditional advertising vehicles--television and radio--to advertise its Aleve pain reliever, but the ads they are running are anything but ordinary. In an unusual strategy, the company will run 31 different TV spots over a period of 31 days featuring 31 different people. The campaign was shot documentary-style and coincides with National Arthritis Month, said Jay Kolpon, vice president-marketing for Bayer Consumer Care. "We think we're making TV history," he said. The campaign also has a dedicated Web site but does not include any print ads. Also, the group of people profiled in the spots …

Advertising products in video games is not new, but if recent events are any indication, it is the wave of the future for marketers seeking to target young, tech-savvy consumers with money to spend. Standard & Poor's Equity Research says a recent report that Microsoft is seeking to buy a company called Massive, a pioneer in the field of product and advertising placement in video games, is proof positive of the trend's potential. S&P points out that major marketers like Coca-Cola Co., and Honda already have contracts with Massive, and that if the sale goes through Microsoft will be perfectly …

Athletic show marketers are wasting no time in signing newly minted National Football League players to endorsement contracts. Just days after the NFL draft in which college stars were chosen by NFL teams, the two leading draft picks have been signed to deals. The latest to sign was Vince Young, the former University of Texas star who led his team to the national championship last year. Young was drafted by the Tennessee Titans and then signed a multiyear deal with Reebok. When the pro football season kicks off in the fall, Young will promote Reebok's Rbk Performance product collection, specifically …