Oscars lose luster for some marketers

02/20/2009 | NYTimes.com · Variety (subscription required)

Several Oscar sponsors from last year, including Unilever and L'Oreal, are not participating this year, and others such as Kraft are running ads before the ceremony. Meanwhile, the positioning of FIJI Water backstage during E! interviews "helps sales and influences brand decisions not just with consumers but with food and beverage directors," a company official said.

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NYTimes.com · Variety (subscription required)

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