Maine's lobster catch topped 100 million pounds again last year. There's no shortage of supply, but shortage of markets is a problem. The Maine Lobster Marketing Collaborative is spending multimillions on a marketing push to build brand identity. Said Marianne Lacroix, acting head of the organization, "It basically increases over three years."

Cobra beer is repositioning in the UK to move away from Indian food to a broader appeal with ads featuring a faux president of the company, the "boss," who also owns a brassiere company and is really cool besides and drives a '60s-era Jag. The "Live Smooth" campaign is the brand's first move to be associated with new drinking occasions since the world beer launched in the UK in 1990.

After the Super Bowl and Olympics, marketers were also big at Sunday's Academy Awards on ABC, the "Super Bowl for Women." Chevrolet, Coldwell Banker, Lipton, Mars, JCPenney, Pepsi and Unilever were among the advertisers. But Coca-Cola and Hyundai were not there. Maybe the investment isn't worth the money, as studies suggest may be the case.

Sports and entertainment trading card company Upper Deck is planning a year-long celebration to honor its 25th anniversary, with the likes of LeBron James, Tiger Woods, Michael Jordan, Wayne Gretzky and Rory McIlroy. The multi-platform push includes marketing, dedicated product, and contests.