Paul Daruwala was hired last year as VP marketing at Vertex Pharmaceuticals. It's a big change from his previous job of VP marketing at Merck & Co., a big marketer. While Vertex is unknown, it's new drug telaprevir, a treatment for hepatitis C, has won approval from regulators. Daruwala's challenge is to get the name out to consumers and caregivers.

Daytona Beach is a big tourism draw when the heat rises and the beach beckons. But gasoline prices, heading toward $4 per gallon, could have a big affect on families who traditionally flock to the beach. The average price there is already $3.82, up 25 cents from a month ago, and more than 90 cents in a year. But tourism leaders are hoping that those high gas prices will actually make Daytona Beach a draw for people who would otherwise travel further.

Brian Wong, 20, launched Kiip, a rewards network that gives game developers a way to get brand marketing revenue and reward points at the same time. The company gives people who score high points products from specific brands. "When you see an ad on TV that you don't like you can ignore it...what we are trying to do is bring emotion back to advertising. We're trying to bring sexy back. We're trying to tie your feelings for a brand with a parallel set of emotions."

Home and Family editor Aisha Sultan was amazed by the sophistication of marketers' use of Easter to tout their toys and candy. She notes that Walmart has a "Diva" bunny with a choker candy necklace, and -- in a disturbing paradox -- "Warhead Eggs" which are filled with super sour candy (instead of MERVs, presumably). There was also a Hot Wheels cars "eggsclusive" and -- at least as disturbing -- a "Be the Bunny" beauty set for little girls (including fake nails, nail polish and cotton candy lip gloss.)

The world's biggest automaker will be rolling through mud for the next six months before it gets production back to pre-earthquake/tsunami levels. The company says the worst of suspensions are over and that output will start ramping back up this summer. Toyota president Akio Toyoda said the company was giving dealers the timeframe upfront so they can talk to customers about supply.

Morgan Spurlock says he is as jaded now as he was when he started making "Pom Wonderful Presents: The Greatest Movie Ever Sold," his movie about the ubiquity of branding, but that he was hoping to raise social consciousness with the new film. "A certain amount of marketing is OK," he said. "But the question is where you draw the line. I was at a subway station the other day that was named after a brand. They're selling advertising in schools, and schools are supposed to be sacred."

Well, while I was looking at Gene Simmons at the Auto Show's Mini stand, Chevrolet very carefully dollied a gigantic Transformers-shaped cake into the north wing of New York's Jacob Javits Convention Center. The stunt, done with the TLC cable show "Cake Boss," involved a 2,000-pound piece of epicurean sin in the shape of Bumblebee Camaro from "Transformers: Dark of the Moon," the third installment in the franchise. The cake's excoriation from the back of a truck was captured on tape for a coming "Cake Boss" episode.Note to SoHo-loft investment bankers, hedge fund managers, and their pet psychiatrists …

Coca-Cola's UK operations are launching a review, including incumbents, for digital shops to support Glaceau Vitaminwater. The brand plans a big digital push centered on social media in both the UK and Nordic regions. The division has previously worked with such agencies as Exposure, which created a UK online and outdoor push last July that talked about the spectrum of colors used on the brand's packaging.

The Cornucopia Institute has filed a request with the Federal Trade Commission asking it to look into Dean Foods' ads for Horizon milk with Omega-3 DHA. Cornucopia charges the nation's largest dairy conglomerate with consumer fraud in misrepresenting the benefits of its products. Dean's White Wave division, which markets Horizon organic milk, has launched a campaign saying DHA oil benefits childrens' brain development. The Institute says Dean's claims aren't corroborated by hard science. DHA oil is processed from fermented algae. The institute says that what scientists aver is that DHA, one of the many naturally occurring omega-3 fatty acids, is …

The Qwest name may vanish into the chiaroscuro of brands past. Parent CenturyLink, based in Monroe, La., has started showing video-board ads at Coors Field in Denver and other ballparks that say, "Qwest is becoming CenturyLink." In August the 14-state telecom brand will be replaced by CenturyLink, which acquired the Denver-based Qwest on April 1. When the company acquired Qwest a year ago, it said it might keep the Qwest name for large business and government operations. That won't happen, according to the company.