November 6th, 2006
A Drug Company Joins the March Of Penguin Tie-Ins
By Pat H. Broeske
The New York Times
A new animated movie about a tap-dancing penguin is venturing beyond the Antarctic into uncharted territory—a promotional tie-in to pharmaceuticals. Characters from ‘’Happy Feet’’ appear in an extensive advertising campaign, including network and cable commercials, full-page magazine ads and online banner ads, for Roche, promoting its Web site http://www.flufacts.com.