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Heinz Spices Up The Barbecue
By Sonia Reyes
Heinz is following its EZ Squirt kid-friendly ketchup success with a hot and zesty 3-SKU line called Kick’rs that targets adults who want more taste from their condiments.

Exclusives

Fit to be tied
The White House Office of National Drug Control Policy mulls Super Bowl placement for a TV spot linking drug use to terrorism.

Double Dribble
Kobe Bryant surfaces in an NBA All-Star Game-related campaign from Sprite and in a separate $20M pitch for Spalding’s self-inflating Infusion basketball technology extension.

Kiss of the Spider-Man
Reebok, Kellogg, Wal-Mart and Cingular are caught in the web of promotions for Sony/Columbia Pictures’ upcoming Spider-Man. See ‘The Biz,’ page 12.

NFL takes it to the Edge
NFL svp John Collins reveals how rock group U2, a plethora of Super Bowl XXXVI events and internal marketing realignments are helping the league strengthen its link with core fans.

Plus
-Diet Coke pours its heart into a fresh national splash.
-Swatch hands out assignments to James Bond and Shaquille O’Neal.
-1-800-Flowers picks Willie Nelson to help hype Valentine’s Day push.
-BellyWashers gets animated for its first TV spot.
-AmEx’s new small business unit is OPEN.
-Surfer brand Op to break print that gets teens on board.