Sydney Sweeney Partners with Bai, Continues Pledge to Only Drink Water
Euphoria and White Lotus star Sydney Sweeney is continuing the pledge she made to herself to only drink water through a new partnership with antioxidant-infused beverage maker Bai.
To kick off her new role as brand ambassador, the actress posted a short Instagram video on her feed in which she can be seen goofing around on set, looking into a bottle of Bai as though it were a telescope and asking, “Antioxidants, where are you?”
The clip also showcases the brand’s newest flavor innovation, Pilavo Pineapple Mango. The tropical flavor, which has just 10 calories and 1 gram of sugar, was developed based on consumer research to “keep up with consumers’ needs and wellness trends,” the brand said.
The Keurig Dr Pepper (KDP) owned brand’s new campaign, dubbed “Bai. It’s WonderWater,” touts the brand’s positioning as a beverage centered around healthy living.
The partnership ties in with Sweeney’s personal commitment to drink water exclusively, save for the occasional celebratory Shirley Temple.
“I took a pledge to only drink water and I’ve stuck with it. I am reinforcing that pledge with Bai…my daily water routine hasn’t been the same since I’ve started drinking the antioxidant-infused beverage, it’s WonderWater,” said Sweeney in a statement.
The BTS video clip, as well as still campaign photos, can also be found on Bai’s Instagram page.
Liquid Death Enlists Jalen Green As “Head” Of New LTO Release
Liquid Death doesn’t do typical marketing, even if it’s incorporating one of the NBA’s hottest young talents.
The red-hot canned water brand is making emerging NBA star Jalen Green of the Houston Rockets the face, as it were, of its new “Hoop Head” promotion, boldly promising consumers “you’ve never had this much fun with a severed head!” More specifically, that means giving hardcore fans the chance to purchase a limited edition basketball ($125, shipping in April) that looks like a severed head in the vein of artist Will Carsola’s other work for the brand.
Green suits up for team Liquid Death in an ad for the brand below.
While Liquid Death’s cap table includes a range of notable names in entertainment and pro sports, this is the first time the company has featured an active NBA player in its marketing.
KDP Celebrates McCafé at Home’s Partnership with RMHC
World record-holding slackliner Alexander Schulz has reached new heights to bring “awareness to how the most daring stunts cannot measure up to cannot measure up to the resilience of [Ronald McDonald House Charities] families,” according to a press release.
To commemorate McCafé At Home’s second year of partnership with RMHC, Schulz savored a cup of the brand’s coffee while slacklining 7,316 feet in the air between two hot air balloons.
Founded in 1974, RMHC is a non-profit organization dedicated to providing families with children in the hospital a home away from home during a difficult time. Today, the non-profit operates 380 houses across 64 countries.
“It’s nice to see that a big company seems to truly care for people and kids. From the very beginning, it was clear to me that this partnership was different because RMHC is truly such an extraordinary organization,” said Schulz in a statement. “Walking this slackline specifically was a unique experience unlike any other I’ve ever done.”
For a limited time, a portion of sales from all McCafé At Home products will be contributed to RMHC to help comfort even more families. Additionally, the brand is reportedly on track to donate over $430,000 to the charity in year two and will supply select RMHC chapters in the U.S. with McCafé At Home K-Cup pods to use with Keurigs donated as part of the 2022 partnership.
Simply Spiked Makes Late-Night Juicy Delivery Calls with Comedian Ron Funches
In celebration of the release of four new peach flavors, Simply Spiked has partnered with comedian Ron Funches to deliver “late-night Juicy Calls” to a handful of legal-age drinkers.
“As a recent obsessor over Simply Spiked Lemonade, I was thrilled when Simply Spiked asked me to help them raise the bar with the release of Simply Spiked Peach,” said Funches in a press release. “There’s nothing juicier than sending a late-night text but sometimes that text is met with a less-than-juicy response. Not this time. Simply Spiked is delivering the ultimate Juicy Call and somehow making peaches even more adult.”
Born from Simply juices’ popular use as ades and mixers, The Coca-Cola Company partnered with Molson Coors to launch the flavored alcohol beverage (FAB) last summer. The brand’s four new peach flavors include Signature Peach, Mango Peach, Strawberry and Kiwi Peach.
Consumers located in select zip codes within New York City, Miami and Washington D.C. who are seeking a late-night call delivery of a Simply Spiked variety 12-pack featuring all four peach flavors can text a peach emoji to 73255 for a chance to win.
“Our day-one fans have been asking for peach flavors since we launched Simply Spiked Lemonade last year. Now we’re back with not just one, but four new Simply Spiked Peach flavors and things are getting juicy,” said Josh Ghosh, VP of above premium flavor at Molson Coors Beverage Company in the release. “We knew we wanted to give our fans the first chance to try Simply Spiked Peach in a way that was just as juicy as the new flavors are. Enter Juicy Calls.”
Jayson Tatum Encourages Athletes to ‘Up Your Game’ with Gatorlyte
On the heels of the NBA All-Star Game, Gatorade has teamed up with Celtics star Jayson Tatum to launch its newest hydration-focused campaign, Up Your Game. The new campaign highlights the brand’s new Gatorlyte products, Gatorlyte Zero and Gatorlyte Powder.
“We are always looking to connect with the generation of athletes and Jayson Tatum is the perfect partner to help us do just that,” said Gatorade head of consumer engagement Brandi Ray in a press release. “As we continue to deliver innovative products like Gatorlyte, which offers athletes rapid rehydration, we’ll continue to ensure the next generation is properly hydrated and performing at their best.”
Gatorade isn’t the only sports drink brand ramping up its marketing efforts: last month, PepsiCo’s Propel tapped Michael B. Jordan “to introduce the brand’s next chapter,” announcing a multi-year partnership, during which Jordan will help provide resources, access and opportunities for fitness in more spaces across the country. Additionally, after spending years in the shadows of rival Gatorade, Powerade announced its new “What 50% More Means” 360-degree marketing campaign featuring NBA star Ja Morant that directly calls out its biggest competitor.
Gatorade’s campaign, developed by TBWA/Chiat/Day Los Angeles, debuted on March 16 and will continue through the WNBA tip-off and the NBA Finals across both linear and streaming channels.