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Playing to Win
By Kenneth Hein
Sony PlayStation 2, eager to entice casual gamers to bite on its reduced $199 price tag and stay atop the $9.4 billion market for videogame consoles, will break the first leg of a new branding campaign in September that invites consumers into PS2’s fantasy world. Its ad budget for the year is pegged at $90 million.


Spy’s the Limit
In its biggest promotional push ever, Radisson Hotels is getting behind
Miramax’s Spy Kids 2 with a branded card key, travel discounts and a goodie bag with products from Kraft, Kodak, Keebler, LifeSavers and Tony’s Pizza.

When Sauce is Boss
Kikkoman’s new $10 million
campaign puts the product’s taste, versatility and ingredients out front while moving the Kikko-Man mascot to a back burner.

Pitchin’ in the Kitchen
In its first campaign since being acquired by Maytag last year, Amana targets a younger consumer base in ads that stress practicality over attitude. See page 5.

Marketers for Sail
The economy is a prime worry, but so are TiVo, the “broken” upfront and the after-effects of Sept.11 on consumer values, according to attendees of the
Marketing Forum aboard the QE2.

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