Easter egg dye kit brand Paas is planning an advertising campaign to maintain its strong lead in the $25 million seasonal product category. Paas, which is owned by Signature Brands, is spending a reported $1 million to fend off competition from store brands and smaller rivals.
Intel and Pepsi-Cola North America have become the first sponsors for Viacom unit MTV Networks' mobile-phone programming. The marketers' ads will appear on the service's mobile channels dedicated to MTV and Comedy Central programming.
Sears Holdings has launched a review of its media planning and buying accounts, currently held by WPP Group siblings MindShare, which fronts traditional media, and MEC Interaction, which handles interactive duties. The incumbents have been asked to participate in the review, which includes media for both the Sears and Kmart retail chains.