You knew it wasn't a good idea to try the fried Twinkie followed by the hot wings, washed down with garlic fries and roasted chiles. But that's what summer festivals are for—stuffing your face with various belly-burning food, much of it served on a stick, and quickly regretting it. Zantac feels your pain. The antacid marketer has decided to show up this summer in places where you're the likeliest to overindulge. That would be outdoor fairs like Marc's Great American Rib Cook-Off and Music Festival in Cleveland, where the brand's interactive exhibit made its recent debut. Zantac, in partnership with the Travel Channel and its Man vs. Food series, has equipped the roving exhibit with mist fans (the Zantac Cool Zone), episodes of the show, coupons, product samples, customized green-screen photo ops and the like. There's a related contest that gives away trips to New York and San Francisco. And this being a Man vs. Food tie-in, festival-goers will have the chance to wolf down some heartburn-inducing grub in timed competitions. Pass the hot sauce!
—Posted by T.L. Stanley