The Athenos brand, owed by Kraft Foods, launched an advertising campaign in January at the "Hollywood Helping Haiti Golden Globes" event. The campaign is an attempt to revive the brand’s lagging market share, while it uses a tactic quite different form its previous communication strategy.

Cooper Tire, a global leader in replacement tires, has recently launched “Cooper Angels,” a new campaign in China. Just like the stars of Charlie's Angels, the three beautiful Cooper Angels are tasked with a big mission.The company regards this campaign as its tactic to reinforce brand image and to make differentiation from other competitors.

On March 3, Starbucks formally announced the introduction of Chinese tea to its product line in China. The names of the teas are quite traditional, including Bi Luo Chun, Mu Dan, and Oriental Beauty. Customers were invited to enjoy a demonstration of making Starbucks tea from raw materials on site.

SIAL Group, which describes itself as “the world's number 1 Food & Beverage industry trade organizer,” recently honored the Chinese winemaker Changyu by listing it as a top 30 wine brand worldwide. Changyu was the only Asian recipient of the award. Yves Benard, president of the International Organisation of Vine and Wine (OIV) called it “one of the top wine brands in the world.”

“At Chinese New Year, what else would you drink?”
With 2010 ushering in the Chinese Year of the Tiger, Tiger Beer took the opportunity to capitalize on the occasion and to use it as a springboard for its most recent promotional campaign in the UK.

Over one year has passed since the Metersbonwe Group, the largest retailer of its kind in China, launched the brand ME&CITY. The young brand, which has been compared to Zara of Spain and H&M of Sweden, emphasizes quality, style and personality.

In mid-January, 2010 eBay invited more than 200 Chinese Super Sellers to gather in Shanghai, China. The global online marketplace brand has seen some progress in the past three years after their initial defeat to Taobao.com.