DMNews: Forecast Is Purple at AccuWeather.com

AstraZeneca will splash the color purple on parts of AccuWeather.com as part of a multichannel campaign promoting Nexium, a heartburn medicine prescribed for treating acid-reflex disease.

In a unique partnership, the pharmaceutical giant will take over the local forecast page of AccuWeather.com once weekly and turn it purple in the Nexium colors. This is part of an eight-week branding and sampling exercise created by AstraZeneca online agency Avenue A, New York.

What I want to know is what heartburn has to do with the weather.