It’s known for its beach-themed TV spots but Corona’s latest sponsorship gives the brand an entrée into skiing. The Modelo Brands brew recently signed a three-year sponsorship with Warren Miller Entertainment aligning Corona with WME’s annual screenings of extreme skiing documentaries. This year’s 19-date 11-city tour around the movie “Off the Grid ” kicked off in late October and wraps Dec. 7 in Long Beach CA.
 

Frito-Lay North America has rolled out its first mobile marketing effort a 20-market tour behind Lay’s potato chips. With stops primarily at supermarkets the initiative is aimed at getting the newly reformulated snacks—they’re now cooked in sunflower oil—in the mouths of consumers.
 

 W.L. Gore & Associates’ Gore-Tex and Windstopper fabric brands are embarking on a first-ever mobile tour designed to give consumers an inside look at how durable the materials are.
 
“We wanted to give people some insight into what the rain rooms were like and we wanted consumers to experience the rigorous testing that everything goes through to get a guarantee ” Melissa Riggs a marketing associate for the company told Buzz.
 

After success last year with a touring golf-themed pop-up environment for The Glenlivet brand spirits marketer Pernod Ricard has unveiled a new pop-up initiative for its Chivas Regal brand. The Chivas Studio opened two weeks ago in New York City; following a three-week run there it will pack up and move to Dallas Miami Chicago Los Angeles and Las Vegas.
 

Seeking a nontraditional way to introduce Lexus to a new generation of buyers—and reintroduce the marque to drivers whose perceptions of the brand might not be up to date—the luxury division of Toyota Motor Sales has assembled its own touring art exhibition dubbed The 460 Degrees Gallery.