Volkswagen is considering a return to the much-recognized "Driver Wanted" tagline, now that marketing star Kerri Martin has been dropped as director of brand innovation. Bent on doubling its disappointing 2006 sales, the company is seeking a unifying ad theme that captures VW's brand soul and embodies its core pillars: affordable German engineering, distinctive styling and "fun to drive." Adrian Hallmark, executive vice president of the VW brand, said the jarring "Safety Happens" car-crash ads generated showroom traffic and increased buyer consideration in 2006. But that's not enough for VW, which projects it won't break even until 2009. …

In three major metropolitan areas, Kellogg's begins running radio, TV and Web ads today at specific snacking hours that offer alternatives to diet-cheaters. "It's 2:58 p.m. Right now, you're about to cheat on your diet with a big hunk of something chocolate," says one of about 30 TV ads and dozens of radio and Web ads. A low-calorie Kellogg's product is suggested. Media buyer Starcom USA booked specific ad slot times in Chicago, New York and Los Angeles. Those ads are similar to Wendy's content-adjustable approach, which was used in an ad that aired Dec. 24. …

Despite negative publicity from the movie "Blood Diamond," DeBeers is ramping up its advertising of the virtues of mined diamonds, due to a greater threat: lab-grown gems. At ADiamondIsForever.com, DeBeers says, "Approximately 250 tons of ore must be mined and processed in order to produce a single, one-carat, polished, gem-quality diamond." A spokesperson says the company is not worried because "the value of diamonds is inextricably linked to how they were naturally formed billions of years ago." Tell that to the pearl industry. Interest in the fakes is gaining traction in Hollywood, where wearing lab-grown diamonds makes …

Citigroup is folding up its iconic red umbrella and shrinking its name to "Citi" in order unify the company's businesses under a new, single brand after years of acquisitions. The design, similar to the "citi" logo on consumer advertising, office buildings and credit cards, could roll out next month. The move follows Apple Computer's change, made just last week, to simply Apple. And several years ago, Morgan Stanley snipped Dean Witter off its name, while Federal Express became just FedEx. By shedding the suffix "group" as well as the red umbrella, CEO Charles O. Prince III is also …

Pond's is slathering on the promotion in a deal with USA Network that includes product and brand integration, product placement, TV spots, show packaging, series title treatments and radio announcement for "The Starter Wife," which airs in May. "The characters will interact with Pond's in an unusual way," promises Stacie Bright, a spokesperson for Unilever, which manufacturers the brand. Supporting the sponsorship, targeting 40-something women, is a contest. Five winners will have their stories and beauty philosophies featured in separate vignettes that will air during "The Starter Wife." Beginning in May, a watch-and-win promotion kicks off. …

The Los Angeles Galaxy has signed soccer star David Beckham, the most recognized soccer player in the world, to an estimated $250-million, five-year deal designed to infuse energy, excitement and sales of tickets in an American sport that hardly competes against football-, baseball- and basketball-crazy America. "We will absolutely market the Galaxy as a global brand," said AEG, the sports and entertainment company whose holdings include Staples Center --where the city's resident superstar, Kobe Bryant, plays for the Lakers. The Beckham effect was felt immediately: The Galaxy sold 1,000 new season tickets yesterday morning. Their season begins April …

When David Beckham goes to Major League Soccer's Los Angeles Galaxy, Adidas will go, too. The apparel maker will take a sponsorship role with the soccer team, giving its name and logo a more prominent place on the team's jerseys. Of course, Beckham is already a global marketing icon through deals with Pepsi, Gillette, Adidas and others. But Beckham's future with some companies could be in doubt as his move to America, where soccer is a minor sport, may lower his appeal internationally. Beckham has been the face of Gillette in 150 countries since 2004. That deal …

How does a marketer de-brand a product it re-branded not so long ago? In AT&T's case, it un-brands. AT&T, now the sole owner of Cingular Wireless, starts changing all Cingular marketing to adopt the AT&T name. Starting Monday, it's taking a cue from the 2004 Cingular campaign in which the AT&T globe logo morphed into the orange dot atop the Cingular logo. Now, the Cingular logo is being transformed back into the AT&T globe. AT&T is stamping its letters more indelibly. "What customers want is a single provider," said Wendy Clark, advertising vice president. "If it's one …

Marketers now have a new way to reach air travelers: security checkpoints. The federal Transportation Security Administration has cleared the way for ads to be placed on plastic bins, tables and other non-electronic items used at security. Advertisers will pay fees to airports and provide the TSA with millions of dollars worth of trays and tables. But they will also be able to reach those millions of travelers every day as they reach for their cell phones and shoes. Already, Rolodex has hopped aboard with pitches for date books and organizers.

The iconic founder of Orville Redenbacher's gourmet popcorn, dead since 1995, will appear digitally in new TV ads breaking Monday during the Golden Globe Awards. Since 2005, the 40th anniversary of the product, ConAgra has periodically run a classic commercial from 1976 in which the nerdy proprietor claims a product comparison will show consumers can "taste the difference or my name isn't Orville Redenbacher." The new spot uses visual effects to bring Redenbacher to life with just two additions to the old one, the final product shot of microwave popcorn and the brand's Web address.