$100M activation around ’08 Daytona 500

BRANDWEEK reports Kellogg, Unilever, ConAgra, General Mills, Nabisco and PepsiCo are among the companies that will "activate upward of $100 million in marketing" around the ’08 Daytona 500, the 50th running of the race. Almost 50 products will appear exclusively at Kroger-owner supermarkets beginning next week with a special 50th anniversary logo. NASCAR and Kroger both said that this is “the largest single activation in their respective histories."