To thank its customers and create new business relationships, FIJI water invited a select group of L.A. influencers to an intimate dining event it dubbed FIJI Water Presents a Dinner with the True Tastemakers of Los Angeles. The event was held at antique store Galerie Half on May 4 and the guest list included top chefs, fashion gurus, local politicians, FIJI executives, media (from Food & Wine magazine and the Los Angeles Times) and high-end brands like Lexus, Moet & Chandon, Grey Goose and Silver Oak Cellars, which co-sponsored the networking event.

Remember the extreme Diet Coke and Mentos experiments from 2007 in which two lab-coated science guys drop Mentos mints into two-liter bottles of Diet Coke? The video depicting the resulting geysers spewing across their backyard has been viewed no less than 10 million times on YouTube and became a cultural phenomenon as it spread digitally around the globe.

Dairy Queen is celebrating the 25th anniversary of its iconic Blizzard treat by taking a custom-designed Blizzardmobile to cities in 25 markets in the U.S. and Canada where through Aug. 13 it will distribute more than 75,000 free new Mini Blizzards. The Mini Blizzard, which is about half the size of a small 12-ounce Blizzard and will be available in DQ restaurants beginning Aug. 1, is the focal point of an integrated effort that also includes TV ads, online photo and video contests promoted on Facebook and new Blizzard flavors like Ooey Gooey Caramel Brownie.

Jockey is driving awareness for its Classics line of underwear (especially popular among men ages 40 to 60) through a six-week summer road trip that kicked off May 14. The touring vehicle is an Airstream trailer (used for storage and as an attraction) pulled by a ’60s era Ford Mustang. The brand uses a handheld camera (for an on-the-road unpolished effect) to collect video testimonials from consumers in front of the Airstream about memorable road trip destinations and offers attendees a chance to win a vintage Ford Mustang.

Based on the success of last year’s three-market tour, the WE tv network and Wedding Central network and online portal have expanded to 20 markets this year in order to bring the message to even more consumers that they are the premier sources for all things wedding. The tour kicked off on May 29 at the Mall in Columbia, in Columbia, MD, and will conclude in Durham, NC, Oct. 9.