Disney Mobile is hawking a back-to-school
cell phone--it can locate kids on a map--with print ads. Baskin-Robbins is pitching new Oreo items to "lick away the back-to-school blues." One ad for Vicks new Early Defense hand sanitizer-which P&G
dubs a "back-to-school essential"--shows a bottle inside a kid's zippered pencil pouch.
The California Raisin Marketing Board is sponsoring a back-to-school sweepstakes with the winning family getting a trip to Disney World or Disneyland. And Sara Lee has named Sept. 5 "Take Your Whole Grain Sandwich to School Day." Thanks to bagged lunches, bread sales surge this time of year, says Peter Reiner, vice president of Sara Lee Brands.
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