The Florida Citrus Commission, which promotes orange juice nationwide, plans to increase its in-store promo budget by 50% next year -- and to move some of the action away from OJ's usual store locale, the refrigerated section. "Move" is the operable word here, as Florida Citrus will soon test a roll-away cooler featuring both a recorded message from OJ spokesman Tom Selleck and an orange fragrance that spritzes when shoppers open the cooler's lid to get some orange juice. In another move away from the refrigerated section, the Citrus group plans to hang postcard-sized ads below …

The 150-year-old Eight O'Clock Coffee is positioning itself as "cool, hip and now," writes Kevin Demarrais, as the former A&P house brand signs up to follow 1,874 people on Twitter -- including gourmet chefs, wine lovers and other prospects. On the flip side, 1,463 people are already following Eight O'Clock, which plans to alert them to "some special promotion or sale that is brewing," according to Demarrais. Somewhat skeptically, the reporter notes that "coffee's never been the center of my social network," but he adds, "If it tastes good and wakes me in the morning, Eight O'Clock can …

Pepsi has teamed up with the MTV network and MTV Games' popular Rock Band for "Drink Up, Rock Out," a campaign that begins June 2 and runs through the MTV Video Music Awards in September. Caps on specially marked bottles of various Pepsi brands will feature a code, which can be input at a dedicated website for a chance to win such prizes as a Rock Band2 Special Edition console. The site will also feature a music video contest, awarding the winner with a walk down the red carpet at the Video Music Awards. As a special …

Brita, the water filter manufacturer, has become the first advertiser to sponsor streaming of a new album on Internet radio site Pandora. Starting Tuesday, the company's ads will support free streaming of the Dave Matthews Band's new album, "Big Whiskey and the GrooGrux King," for a full week before the album is officially released. Brita's "Filter for Good" campaign, urging consumers to refill reusable water bottles with tap water cleansed by Brita filters, will include homepage takeover tuner skins, mobile banner ads, a special Brita-branded online radio station featuring Dave Matthew's Band music, and a custom …

Kay Krill, president and CEO of Ann Taylor Stores, plans to overhaul the brand this fall. Look for more modern, fashionable pieces featuring shorter hemlines, softer fabrics and more fitted cuts in refined, often muted colors, Elizabeth Holmes reports. It will hold the line on prices by making adjustments such as removing the lining from some pants. In announcing a first-quarter loss Wednesday, Krill admitted that some of the retailer's loss was "self-inflicted," allowing that "the product assortment was not compelling or relevant." Traffic to its stores was steady, but sales at stores open at least a year fell nearly …