MALK Highlights Simple Ingredient Roster in New Farmers Market Ad
MALK’s recent $9 million round was all about funding more distribution, but the alternative dairy brand’s first task for 2023 is driving awareness via a new commercial, Farmer’s Market.
Created in partnership with Austin, Texas-based creative agency Door No. 3, the 30-second ad was filmed at a farmer’s market and features real consumers.
In the video, shoppers are presented with two unlabeled cartons of almond milk, one from MALK and the other from one of the brand’s leading competitor’s.
The front of the cartons feature an ingredient list; MALK’s list containing three ingredients (filtered water, organic almonds and Himalayan pink salt) and the competitor’s list containing a multitude of ingredients (filtered water, almonds, calcium carbonate, ascorbic acid and more). All shoppers choose the milk with the shorter ingredient list, which is revealed to be MALK.
Additionally, the ad showcases that MALK products contain no gums, fillers, oils or carrageenan.
“As consumers continue to migrate to plant-based milks and clean ingredient panels, we want to increase awareness of what we offer with MALK,” a brand representative told BevNET in an email.
The new video comes as part of MALK’s greater #turnitaround campaign, which encourages consumers to turn around the products they are purchasing and pay closer attention to nutrition labels and ingredients. The brand launched the campaign in April, highlighting the backside of its packaging as its “best side.”
The Farmer’s Market ad is now airing on Amazon, Hulu, YouTube and TV with the longform spot slated to launch on MALK’s social media channels in the near future.
CELSIUS Takes to the Track with NASCAR Driver Logan Misuraca
Energy drink maker Celsius has partnered with female NASCAR driver Logan Misuraca as she takes on the 2023 ARCA Menards Series in the No. 63 Spraker/PCW Racing CELSIUS Essential Energy Chevrolet.
“Celsius is thrilled to be the primary sponsor and official energy drink of Logan Misuraca for the 2023 ARCA Menards season,” said Celsius VP of marketing Kyle Watson. “We are excited to sponsor our first female driver in motorsports and help fuel Logan all season long as she crosses the finish line!”
Though this is the first time Celsius is sponsoring a female driver in motorsports, this isn’t the first time the energy drink brand has taken to the track. Last year, the energy drink maker announced a partnership with Roush Fenway Keselowski (RFK) Racing through which it served as an associate partner for the No. 6 race team throughout the 2022 season.
Misuraca’s first race of the year will take place at Daytona International Speedway on February 18 at 1:30 p.m. EST. She will also be racing in the Talladega Superspeedway ARCA Race on April 22.
Pepsi to Celebrate Super Bowl LVII With Locals-Only Party in Phoenix
When Super Bowl LVII touches down in two weeks in Phoenix, Pepsi will offer something special exclusively for Arizonians.
Dubbed the The Pepsi Big Game Bash, the brand’s first “locals only” party is set to transform Phoenix venue Walter Studios “into a southwestern football fan’s paradise” with special guests and artists, custom curated spaces created by Arizona muralists, southwestern-favorite dishes and a Pepsi Blue Bar with custom signature cocktails on February 12.
“When Super Bowl LVII arrives in Phoenix next month, so will thousands of football fans from all over the world,” said PepsiCo beverages North America west division president Johannes Evenblij in a press release. “As a member of the Phoenix community for more than 50 years with thousands of employees who live and work here, Pepsi knows how to create an authentic, unforgettable experience for locals better than anyone else.”
Fans can enter for a chance to join Pepsi’s Big Game Bash by visiting PepsiThrowdown.com now through January 29. Fifty grand prize winners will be selected to claim a spot on the guest list for themselves and three friends.
C4 Energy Flips the Script on “New Year, New You” with Be You. But Better. Campaign
C4 Energy announced the launch of its “Be You. But Better.” campaign, flipping the script on the age-old “New Year, New You” ideology.
According to the brand, the year-long campaign “[leans] away from the past era of ‘inspiring’ and ‘hyping’ people up with nothing to back it up.” As part of the campaign, C4 initiated its No Sh!t No Quit training program created in partnership with Kevin Hart’s trainer, Ron “Boss” Everline.
The training program will invite 100 people “willing to give 100 percent dedication to their fitness routine for the entirety of 2023.
Led by Everline and supported by a squad of C4 trainers, including Kaisa Keranen, Thoren Bradley and George Bamfo Jr., the program will consist of regular training sessions, daily check-ins, 1:1 support from the talent team, early access to new launches and free product.
More notable marketing news:
- Sparkling water maker Sparkling Ice announced the launch of its new CSR campaign, Flavorful Giving. As part of the program, the brand will partner with a different charitable organization every month, each with their own unique flavor.
- BODYARMOR kicked off its official partnership with Operation Homefront, a national nonprofit whose mission is to build strong, stable and secure military families, with a $500,000 donation. In addition to the donation, the sports drink brand launched a new Cherry Lime flavor with a military camouflage celebratory bottle.