• New York Times, Tuesday, December 14, 2010 9:32 AM

The Times Square Alliance and Countdown Entertainment, producers of the annual event that attracts a billion -- in person and on TV -- won't take any sponsor with a checkbook. The product has to fit organically.

No surprise, then, that Nivea Lip Care brings its largest marketing effort to the crossroads at midnight, a time when more Americans than ever are sharing a New Year's kiss. Nivea will hand out 30,000 samples during the hours-long countdown. And it's got a contest going on its Facebook page that ties in.

Others include Waterford Crystal and Procter & Gamble's Duracell. First-time sponsors include Get Married Media and MasterCard. Cintas, the document management company, is backing "Good Riddance Day" on Dec. 28 in Times Square, during which people can shred photos of ex-lovers and such.

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