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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.

MANY BRANDS rely on their biggest sponsorship properties as once-a-year platforms for launching new products making big announcements and getting face time with customers. But few take full advantage of all the ways a title sponsorship can carry their brand’s momentum throughout the rest of the year.

Who she is: With 32 years on the job at HP 19 of them in trade shows and events Brungardt is an exception in a world where people usually jump from one company to another as they climb the corporate ladder. She strategizes with counterparts in corporate and other business units to set the framework for the company’s approach to events assessing cost effectiveness and the best ways to communicate messages while meeting corporate and brand objectives.

Press Events: Ben & Jerry’s Recreates Famous Bed-In Event To Promote Peace

EVENT SPONSORSHIP is an effective and efficient way for brands to reach their target audience—racecar fans via NASCAR baseball lovers via Major League Baseball. But sponsoring a regional event or a small team of people with specialized interests can offer a more laser focused consumer connection.