Sonia Andresson-Nolasco

IN A WORLD of cans and bottles the silvery Capri Sun pouch has stood the test of time. Playing on its California cool image the brand treated 12 cities this summer to a giant skate park and other action-packed activities during its Respect the Pouch Tour. The goal: to tell kids Capri Sun is cool and that it comes in a variety of flavors as well as educate moms that it contains 25 percent less sugar than other juice brands.

"IF YOU BUILD IT THEY WILL COME."  Hold up creepy voice in the background building it is simply not enough anymore. With building costs rising companies are thinking up ways to build booths that will increase ROI rather than burn a hole in their pockets. Add in environmental concerns and there are plenty of reasons to consider hybrid exhibits—a mix of elements from an existing booth combined with some new and rented materials.

LIVING GREEN takes more than changing a lightbulb or buying a hybrid car. It requires a real commitment to making green choices in the most major and minor aspects of a lifestyle. In the event marketing industry it isn’t any different. Many companies are taking baby steps towards making their businesses greener from top to bottom.

At the Minnesota State Fair friendly folks of all ages strolled along taking in the treasures of an all-American fair—the second largest in the nation after Texas. With food on a stick in hand (anything your sick mind can conjure up they have it on a stick) and the wholesome sounds of Richard Marx (Midwest native son) carried in the breeze the heartland seemed to march to the sound of a slower drumbeat. We on the other hand had to pick up the pace to bring you the best brand experiences. Like hearty Midwestern farmers if brands sowed there was plenty to reap.

DARWIN TELLS US that only species with the ability to adapt to environmental changes can compete and ultimately survive. You ain’t just whistling Dixie Charlie. The mobile marketer’s world has changed dramatically in one short year. We don’t need to tell you why. But it’s more than just $4 gas that’s changing the mobile picture. It’s also the need for deeper connections with consumers. The marketers who succeed will be those who can adapt to a changing paradigm.