Nestlé is under siege on social networks from environmental activists, led by Greenpeace, who are protesting its use of palm oil in products like candy bars, which they claim contributes to the destruction of Indonesia's rain forest. The attack is part of a new wave of digitally savvy protests, Emily Steel reports. Although Nestlé says the Indonesian company in question supplied less than 2% of the palm oil it used last year and it has already decided to cut ties with it, Greenpeace maintains that Nestlé hasn't done enough and is also getting the firm's palm …

Let's start the week off with some good news: The most ideal consumer in the universe is returning to the malls. We're talking about teens, of course, who are unhampered by debt and who tend to spend freely -- both with their time and [their parents'] money. Reports Andrea Chang: "Teens are hanging out at the mall after school again, goofing around with friends in dressing rooms, snacking on junk food at the food court -- and giving retailers hope that they'll help kick-start a greater wave of spending industry-wide." There have been two straight months of …

A campaign for the new Arm & Hammer Plus OxiClean Power Gel takes a positioning that's usually associated with products that are seen in the medicine cabinet -- "faster pain relief, stronger action," says Kevin Kuchiniski, vp-fabric care for parent company Church & Dwight. Plus, he tells Todd Wasserman, using the concentrated results in 50% savings over comparable liquid detergents. TV and print ads use puns like "people everywhere are getting gel-ous" and "maximum gel-osity" to bring attention to the novelty of the product, at least in the U.S. Most major detergent makers are selling gel-based detergents abroad. …

As cigarette sales plummet, Reynolds American is turning to an array of smokeless alternatives -- including strips, lozenges and snuff -- to deliver nicotine to consumers even as public-health professionals intensify the debate about how oral forms of tobacco should be regulated, David Kesmodel reports. CEO Susan Ivey is herself partial to dissolvable smokeless-tobacco strips, but anti-tobacco advocates say that adolescents are also drawn to the products, which come in brightly colored, easily concealed packages. The Food and Drug Administration has asked Reynolds to provide its research into how the dissolvable products are used and perceived by people …

Many an observer felt that Anheuser Busch's marketing faced a sharp and pointed knife when InBev NV took it over -- and with good reason, Andrew Cleary reports. Its reputation for cost cutting is legendary. "The question was whether they could simultaneously build brands," says Matthew Jordan, head of research at Matrix Corporate Capital LLP in London. Well, rather than cut back on advertising, CEO Carlos Brito bumped spending by 20% to $1.4 billion in the final quarter of last year alone. Jordan says the company is "at the vanguard of the industry's race to rebuild advertising and …

Jeremy Mullman talks with Heineken CMO Christian McMahan about the marketer's attempts to reverse its precipitous sales decline in the U.S. -- nearly 11% last year for its flagship brand and even more for Heineken Premium Light and Amstel Light. A new campaign for Heineken from Euro RSCG, the brand's fourth agency in four years, is targeted to the youngish "social all-star who doesn't play it safe." In one spot, a young man decides, against his more prudent side, to attempt to seduce the boss' daughter by ordering her a brew at an office party. "For …

More women are single now than ever. If they get married, it's later in life, and then they're often single again sometime even later. Judging by the advertising she sees, Ashley Milne-Tyte doesn't think that most marketers have caught on to the trend, so she set out to talk to some experts on the subject. They agree with her. According to Melanie Notkin, CEO of SavvyAuntie.com, advertisers have no idea how to talk to single women. "America seems to talk to all grown-ups as we're part of an intimate family of a mom, a dad and kids." …