Coors Light promoted the Latin side of NFL football by presenting Tazón Latino, which is the second annual nationally televised flag football game featuring former NFL players and Latino celebrities. Tazón Latino aired on Telemundo on Feb. 2 and included former NFL players Marcus Allen, Rocket Ismail, Randall Cunningham, Wayne Chebret, Eric Dickerson and Fuad Reveiz. Joining the former football players were Latino celebrities such as Carlos Ponce, Kat DaLuna and Baby Bash. The game was presented in English and Spanish, and complemented Coors Light's bilingual Super Bowl packaging.

Convenience store chain 7-Eleven Inc., Dallas, has launched a campaign to promote the freshness of its coffee. The new 7-Eleven campaign includes radio advertising, billboards, bus advertising and posters at Long Island Railroad stations. In addition, interior and exterior signs on the retailer's more than 5,500 U.S. stores will inform customers they can ask an employee to brew a fresh pot on the spot. 7-Eleven also emphasizes its coffee is made with beans ground for each pot of coffee. Coffee is 7-Eleven's No. 1 proprietary beverage and is purchased by more than half of its beverage-purchasing customers, according to the retailer.

Heineken USA was on hand early last month for the annual Mardi Gras festivities in New Orleans. Heineken USA's Don Blaustein, president and chief executive officer, attended the Coronation Ball of the Zulu Social Aid and Pleasure Club, where he coronated King and Queen Zulu 2008. As part of the coronation, the husband and wife team of Frank and Joycelyn Boutte were presented by Blaustein with the Zulu Coconut, making them King and Queen Zulu. In addition, Heineken was the official beer sponsor of the Lundi Parade at Woldenberg Riverfront Park on Feb. 4.

Boo Koo Beverages Inc. launched the "Show Us Your Cans" promotion to support two of its largest distributors, Coca-Cola Bottling Co. Consolidated and Coca-Cola Bottling Co. United. The promotion was held in eight major markets in North Carolina, South Carolina, Tennessee, Georgia and Alabama. At major local events, consumers were encouraged to show off their Boo Koo cans, costumes and regalia for a chance to win prizes, including a grand prize of $1 million. Boo Koo spotters randomly selected individuals, who had the chance to choose from 100 envelopes and received the prize indicated in the envelope, which may have been $1 million or other prizes such as Boo Koo skateboards, BMX bikes, iPod Nanos or cases of Boo Koo energy drink.

E&J Gallo Winery and the National Football League once again came together for the Taste of the NFL party. Held on the eve of the Super Bowl, the party raised money for hunger-related charities while serving food complemented by Gallo's portfolio of wines. At the event, thousands of guests came together for dinner and the opportunity to meet with NFL superstars, take part in a silent auction and enjoy live entertainment. Additionally, the winery sold its Taste of the NFL Restaurant Guide, which features a city-by-city guide to restaurants, recipes, biographies of chefs and players. This year, E&J Gallo Winery donated more than $90,000 to hunger-related charities through the program.

Jose Cuervo tapped three-time World Cup participant Alberto Garcia Aspe to launch its new campaign boasting Mexican pride. The campaign and partnership with soccer player Aspe underscores Cuervo Tradicional's role as the official sponsor of the Mexican National Soccer Team in the United States. The passion for soccer and Mexican identity is at the forefront of Cuervo Tradicional's campaign, which is identified with the statement "Mexico, You Always Have It On." The integrated marketing campaign also emphasizes social responsibility and debuted last month during the USA vs. Mexico soccer game in Houston.

The Milk Rocks! campaign has teamed with country artist Racal Flatts for the "Be a Milk Rockstar" contest. Beginning next month, fans can register on the Web site milkrocks.com to pick one of five Rascal Flatts songs and upload their own karaoke-style video of the tune, which will be voted on by the Milk Rocks! online community. The winner receives the grand prize of a VIP concert experience featuring a private meet-and-greet with the band in a Gibson Guitar tour bus parked backstage where they also will host a concert Webcast. In addition, the contest's winner scores a meeting with a representative from Lyric Street Records.

The PepsiCo Foundation has made a grant to the Earth Institute at Columbia University and formed a partnership with the H₂O Africa foundation. Both initiatives are part of PepsiCo's ongoing commitment to drive sustainable water practices to help achieve the Millennium Development Goals proposed by the United Nations. PepsiCo's partnership with the Earth Institute, which is dedicated to global sustainable development, will identify a series of high-impact, community- based activities and practical solutions across water, agriculture and climate. The effort is particularly focused on improving water access, increasing water productivity and recommending innovative methods for increasing crops for water usage.
Additionally, PepsiCo will donate $2.5 million to H₂O Africa, a charitable organization that involves on-the-ground clean water projects in Niger, Mali, Senegal and other African countries, and was founded by actor Matt Damon.

Mix1 Beverage Co., Boulder, Colo., announced its sponsorship of Eldora Mountain Ski and Snowboard Club. The club is a Boulder-based not-for-profit organization that aims to provide training for youths ages 6 to 18 years old who have a passion for skiing. The club relies on volunteers' small donations and sponsors to operate. Additionally, Mix1 is sponsoring Sarah Smith, who is one of the club's top athletes and was ranked the second-fastest female athlete in the Rocky Mountain region at a recent regional U.S. Ski Team Camp. The company also announced the renewal of its sponsorship of the Boulder Velo Racing team, which is a Masters men's cycling road racing team.