Even professional eaters, it would appear, get tummy aches. Or maybe the Pepto-Bismol sponsorship of Nathan's Famous Hot Dog Eating Contest this weekend is aimed at those of us watching fully grown adults shoveling food into their mouths with reckless abandon. Somebody's likely to puke, and it probably won't be the tiny Japanese guy who wins every competitive-eating contest on the planet (if he makes it this year). There's maybe no more logical marriage of brand and event than this. But you have to ask yourself, is any of this really necessary? And why does it commemorate the Fourth of July? Freedom to binge! The Pepto deal comes on the heels of a Zantac promotion with Travel Channel and Man vs. Food, with the brand setting up an interactive exhibit—with samples, coupons, episodes of the show and other attractions—at outdoor fairs and food festivals where people are likely to stuff their faces. Check out the video interview with George Shea, mastermind of the annual Nathan's contest and the Major League Eating phenom (it's going global, people!). And try to hold down your lunch.
—Posted by T.L. Stanley