This case series is appropriate for a unit or course on integrated marketing communications or corporate communication. It can be positioned as a case on market segmentation and promotions, product advertising, refining definitions of audiences, message development and channel choice, communication in networks, or intercultural communication. The case lends itself to audience analysis, stakeholder analysis, and diagramming communication networks. Special relations with government and nongovernmental organizations (NGOs) are highlighted. Other possible uses include supply chain communication, social enterprising, health care and biotech, ethics and strategy, and global strategy.