Food marketer Heinz will close 20 plants in Europe over the next two years, most of them in the U.K., and will use some of the savings to increase advertising spending, the company said. The moves will amount to a $165 million cost saving for Heinz, with a further $30 million cut from head count and salary reductions. Other cuts will be made in trade spending and distribution costs, bringing the total projected savings to $355 million. Heinz has not identified which plants will close, but last month the company announced the closure of its Birmingham factory that makes HP …

Bottled water marketers, sensing an opportunity now that sugared soda is being removed from most schools, are rushing to develop new products that kids will think are cool. Companies large and small are jumping on the trend, including Nestlé Waters, known for its regional spring products including Poland Spring and Arrowhead. The company is launching rocket-ship shaped, 11-oz. bottles of spring water under the Aquapod brand nationally. "It's a big land rush now that carbonated soft drinks are getting the boot from schools," said Gerry Khermouch, an editor at Beverage Business Insights."What's tricky is there's a dual target: you want …

Wealthy consumers are not impressed by celebrities. That would appear to be the essential message emanating from a new study by the Miami-based American Affluence Research Center, a marketing and economic data service. It's an important message for marketers to keep in mind when planning their advertising campaigns, because for so many years a large number of companies have relied on the power and influence of a familiar face to help them sell their products and services to a celebrity-crazed American public. Almost 500 respondents were asked their buying habits in nine product categories, including golf equipment, financial services, designer …

An advertising and marketing icon is stepping down, though his image and influence will live on. Carlos Sanchez, the 71-year-old actor who has portrayed Juan Valdez, the living symbol of Columbian coffee, is hanging up his poncho after 37 years on the job. "It's pretty nostalgic," said the famously mustachioed Sanchez, who observers say not only promoted coffee but also helped present a positive side of Colombia to the world. The Valdez character, with his leather bag, straw hat and poncho, accompanied by his faithful mule Conchita, embodied rural Colombia while serving as the chief symbol of Columbia's coffee federation. …

KFC, ESPN and ABC are teaming up for a promotion that will allow some lucky youth baseball team to be featured on ESPN. The winning team will also be featured in a 60-second ESPN-produced feature on the team to air during ESPN and ABC Sports' coverage of the 2007 Little League World Series. The initiative is being called "Put Your Team on ESPN Sports." Until July 14, parents, coaches or individuals representing hometown teams can go to the KFC Web site to nominate and vote for youth baseball squads they believe exemplify enthusiasm. Each vote counts as a run scored …

If they're not already doing it, marketers trying to reach kids should incorporate a variety of digital communications and emerging media tools into their marketing mix. A new study by NPD Group, "Kids and Consumer Electronics Report," revealed that young kids are extremely tuned into electronic devices of all sorts. One finding was that by age 7, surprisingly large numbers of children are integrating personal music devices, digital cameras and DVD players into their daily activities. Another revealed that households with children under age 14 are more likely to have a desktop computer than a TV, and kids are more …

Food marketer Kraft is counting on the appeal of celebrities as disparate as figure skating champion Michelle Kwan and choreographer Savion Glover to help the company spread the word about using a range of Kraft brands to make salads. The two appear in separate ads designed to convey the idea that salads allow people to open their imagination and creativity in the kitchen with just a few simple ingredients. The latest one breaks next week and shows Kwan "skating" in her kitchen as she prepares a salad with her dog looking on. Brands touted in the ads include Kraft Mayonnaise, …

Marketers of personal grooming products for men are taking their advertising battle to the Internet, where the biggest players in the field are making new strides to capture the attention of the much-coveted 25- to 34-year-old target group. The trend was begun by Unilever with its edgy and popular Web-based marketing efforts for Axe deodorant. Now Norelco and Gillette are following suit with new online efforts for shaving products. On a special Web site, Norelco is pushing its Bodygroom tool that it says "safely trims and shaves all body zones." At the site, a smug, bathrobe-wearing young man speaks about …

Taking out a loan and paying monthly installments to buy a car is pretty common, but now consumers can do the same thing for a slightly different form of transportation. With gasoline prices soaring, the marketers of Segway Human Transporters believe the time is ripe to make their products more available to money-strapped travelers. As such, the company has joined forces with GE Consumer Finance's Retail Sales Finance unit to offer a monthly payment plan for people who want to buy one of their stand-up, two-wheeled scooters. The Segway Human Transporter runs up to 24 miles on a single battery …

Automaker Pontiac knows a good thing when it sees it. That's why the company has agreed to renew its sponsorship deal with "The Apprentice," adding a philanthropic angle that will no doubt benefit the car maker's PR image as well. The deal calls for Pontiac, a General Motors Corp., brand, to donate $500,000 to charities nationwide that will be chosen by consumers who vote on a special Web site. The American Cancer Society, Boys & Girls Club of America, the National Wildlife Federation, Special Olympics and St. Jude Children Research Hospital are among the charitable organizations listed on the site. …