Food and beverage manufacturer Nestle has signed on as a strategic partner for the launch of the new Nintendo Wii game "Active Life: Outdoor Challenge" in a deal aimed not only at boosting sales, but also refuting criticism that the video game and beverage industries contribute to childhood obesity, Advertising Age reports. Historically, consumer brands have been wary of associating with video games, largely because top-selling releases have been violent and gory. However, the Active Life game promotes activity, requiring vigorous movements as players imitate activities such as log rolling, jumping rope and river-rafting. Under its deal with video game developer Namco, Nestle will advertise the video game on one million bottles of its Aquapod beverage, a natural spring water targeted at kids. In return, Namco will include coupons for Aquapod in each video game box. Commenting on the partnership, Jorge Torres, a senior director of youth marketing at Nestle Waters, said, "We're limiting the amount of calories kids take in [with Aquapod] and offering kids a chance to expend calories via the game." (Brodesser-Akner, Advertising Age, 6/22/08 [subscription required])

http://www.rwjf.org/childhoodobesity/digest.jsp?id=8057&c=EMC-ND138