The theatrical release of "Star Wars: Episode I -- The Phantom Menace," spawned more than just the most hyped movie of all time. It also initiated possibly the largest licensing blitz in the history of merchandising.
Marketers of beer, wine and liquor are raising consumer awareness among the myriad products in stores today ... and raising their spirits in the process.
This comprehensive P-O-P campaign lured minivan buyers to Oldsmobile dealerships by using a "Wizard of Oz" theme and Blockbuster Video GiftCard tie-in to encourage test drives.