As part of a newly expanded partnership with Campbell Soup, Coca-Cola is considering a ready-to-drink version of Godiva hot chocolate, according to a source. Godiva, which is owned by Campbell, is looking at packaging the hot chocolate in Campbell's Soup at Hand microwaveable packaging. "We've seen with the launch of [Godiva's proprietary beverage] Chocolixir in 2005 there is potential for growth in new categories," says Godiva's Erica Lapidu, but she has no comment on any future plans with Coke. Coke declined comment. Coke and Campbell's first foray together came last year with the launch of Godiva Belgian Blends. …

Five years ago, the Florsheim shoe company was in shambles and its owner, Apollo Management, put it into bankruptcy. Then two of the Florsheim scions--Thomas Jr. and John, along with their father, Thomas Sr.-- bought the broken shoemaker for about $45 million, nearly 50 years after their family first gave up control. The Florsheim's second act offers a crash course in resurrecting a failed brand name. The turnaround comes just as so-called heritage brands like Dr. Scholl's and Chuck Taylor have found a growing cachet among younger customers. The Florsheims own more than one-third of a small, …

Although the $30 billion Philips brand name is well-known in Europe, it's trying another experimental marketing approach to increase awareness in the U.S. The marketer is packaging most of its sub-brands --including Norelco, Sonicare, Avent and Magnavox -- into a variety of test campaigns that tie back to the mother brand. A guessing-game print ad, for instance, asks readers to find the 18 Philips products in the metro-sleek loft living room and kitchen pictured. An answer key and product list will run on the next page. The test effort includes TV, print and online elements along with a variety …

Sponsors are counting on David Beckham to reach out beyond the soccer field in a way the United States hasn't seen since Pele was with the New York Cosmos from 1975-77. Beckham joins Major League Soccer's Los Angeles Galaxy next month, a major injection of star power for a league that has lacked a marquee mainstay. Adidas is launching an ad campaign this week featuring Beckham and New Orleans Saints running back Reggie Bush swapping sports during practice in "Futbol vs. Football." To mark Beckham's arrival, Adidas also re-taped its "Impossible is Nothing" commercial with him to make his …

The U.S. Food and Drug Administration announced Friday that starting in late August, manufacturers in the $22-billon-a-year vitamin and dietary supplement industry must conduct tests to show that their products contain all the ingredients on the label. Companies must also keep records of consumer complaints. Studies have found that some dietary supplements do not contain all of the ingredients listed on their labels. Ingredients are often in significantly higher or lower dosages than advertised. Some supplements have been pulled from the market because they were found to be contaminated with potentially dangerous ingredients. The long-awaited regulations come …

Nelson Peltz, the activist investor who has quietly acquired a 3% stake in Kraft Foods, is planning to press Kraft to sell the Post cereal business and Maxwell House, in an effort to raise its long-stagnant stock price. Sources say he is expected to recommend that Kraft take on more debt and begin a huge stock buyback program. Last year, Kraft brought in Irene B. Rosenfeld from PepsiCo to turn the company around, and she has embarked on an ambitious plan to create more innovative products and bolster marketing. While many analysts believe Rosenfeld's plan holds promise, they …

MasterCard will discontinue its sponsorship of the World Cup for 2010 and 2014. The world's governing body for soccer--Fédération Internationale de Football Association (FIFA)--will pay the credit-card company $90 million to resolve all disputes between the parties. MasterCard sued FIFA last year after it awarded the sponsorship to rival Visa International. In December, a federal judge found that FIFA had breached its 2002 agreement with MasterCard. In May, an appeals court vacated the judge's decision, pending further review. MasterCard had sponsored the tournament--one of the world's most-viewed sporting events--since 1990. CMO Larry Flanagan says the settlement gives …

Consumer activist group Commercial Alert has filed a formal complaint with the Distilled Spirits Council. It alleges that Jack Daniel's sponsorship of the AMC series "Mad Men" violates industry standards by mixing sex, irresponsible behavior and alcohol. The series--set in a New York ad agency in 1960--is scheduled to premiere July 19. The complaint is based on a clip that shows an ad executive climbing into bed with his girlfriend, as well as reports that Jack Daniel's will be integrated into the show's scenes, says Robert Weissman, managing director of the nonprofit organization. Matthew Weiner, creator and executive …

With its iconic red-and-white logo and snappy marketing, Target has managed to cultivate a reputation as a big-box discounter offering both affordability and style, while avoiding many of the controversies befalling its larger competitor, Wal-Mart. Patricia Edwards, a portfolio manager with investment managers Wentworth, Hauser and Violich, thinks Target hasn't suffered attacks on its reputation, like Wal-Mart, because it's successful at marketing itself. "It makes you hip, it makes you cool," she says. But Target has faced pockets of dissent. Community members in some towns have objected to its expansion plans, and an environmental group recently …

Eco-marketing is a hot topic of discussion at the Cannes Lions International Advertising Festival this year and today, former vice president Al Gore will speak about what advertisers and ad agencies can do to raise awareness of global warming. The popularity of Gore's documentary, "An Inconvenient Truth," along with an increased emphasis on climate issues in schools, are two factors fueling consumer interest in the green movement, says Allen Adamson, managing director at branding agency Landor Associates. That has companies taking action--from buying alternative energy credits to reducing plastic packaging to donating loads of money to Earth-friendly charities. …