Vita Coco Celebrates Summer in the Hamptons
Vita Coco is shaking up summer in the Hamptons by offering beachgoers craft coconut water cocktails at several favorite hot spots including The Surf Lodge, Gurney’s Montauk Resort & Seawater Spa, Southampton Social Club and TT’s Montauk.
“Vita Coco has always been known for its hydrating and nutritional benefits. It’s often associated with smoothies, wellness and hydration, but hasn’t always been top of mind as a cocktail mixer,” said Vita Coco CMO Jane Prior in a press release. “We’re so excited to partner with top destinations in the Hamptons to introduce Vita Coco as a key ingredient for a variety of summer cocktails.”
All summer long, The Surg Lodge and other select bars in the Hamptons will serve the Coco Blanco, Vita Coco’s signature cocktail that combines Vita Coco coconut water with tequila, agave and lime. The cocktail will also be available to guests checking into Gurney’s Montauk Resort & Seawater Spa as a complimentary welcome drink every other Friday.
Vita Coco won’t only be behind the bar this summer – guests staying at The Surf Lodge and Gurney’s will be able to find the brand’s flagship water in their rooms. Additionally, in July, the brand will be an official sponsor for The Surf Lodge’s wellness series.
C4 Energy Hits the Road on a Cross-Country Tour
C4 has kicked off its new “Official Energy Drink of Summer” campaign, a 100-day cross-country summer tour “cementing the brand as the go-to energy drink for whatever your summer holds,” according to a press release.
As part of the campaign, the energy drink brand will host events every day from Memorial Day to Labor Day in key markets across the country such as Los Angeles, Austin, Detroit, Chicago and New York City. The activations will include a launch party, an Austin FC fan experience on the pitch at Q2 stadium and the “ultimate fan experience” at WWE’s SummerSlam, among others.
“Knowing that energy drink and beverage consumption peak during the summer, C4 Energy saw the perfect opportunity to highlight how the brand fits into all summer plans,” said a brand spokesperson in a press release. “By trademarking the Official Energy Drink of Summer and rolling out the cross-country experience, C4 Energy is solidifying itself as the ideal drink for the life of the party.”
Continuing the fun, other campaign events and product sampling moments will also include Boots & Brews Country Music Festival in Santa Clarita (June 17), Ocean Beach Street Fair in Santa Monica (June 24), H-E-B Austin Symphony July 4 Concert and Fireworks, Faces of Fitness in Chicago (July 29) and C4 Energy Summer Fight Series at OTE Arena in Atlanta (every Friday throughout August).
During the events, C4 will sample all three of its product lines – Performance, Smart and Ultimate – through taste tests, field marketing and guerilla sampling.
According to an analysis of NielsenIQ data by Goldman Sachs Equity Research, dollar sales of energy drinks accelerated slightly in the two-week period ending May 20, up 14% compared to 13.1% growth in the four-weeks. During the period, C4 showed strong double-digit sales growth of 69.3%.
STARRY Shares the History of the 3-Pointer in New TV Spot
PepsiCo’s STARRY lemon-lime soda is continuing its reign as the official soft drink of the NBA by taking over the NBA Finals 2023 with the launch of its 3>2 campaign that launched during Game 1 last Thursday. The new campaign features a “fun, fresh and comedic” perspective on the history of the 3-point shot.
As part of the new marketing effort, the brand released a short film and commercial titled “3>2 A STARRY Story” starring Zion Williamson, Angel Reese and Matt Barnes. The spot looks back on the 40-year legacy and inception of the 3-pointer as told by characters Lem and Lime.
“The conversations around the 3-pointer and its impact on the NBA have been debated far and wide, and we’re excited to tell the STARRY version of the history behind the shot that changed the game forever,” said Michael Smith, STARRY senior director of brand marketing, in a press release. “As a fresh new brand and the official soft drink of the NBA, we wanted to embrace hoop culture during a pivotal moment in the NBA season.”
To further celebrate its love of the 3-pointer, STARRY created a “Dial A 3” fan hotline so that any time a player hit a 3-pointer during Game 1 of the NBA Finals 2023, consumers could call in for a chance to win three-themed prizes from Reese.
Prizes range from three tickets to the 3-Point contest during NBA All-Star 2024, a three-wheeler, three autographed jerseys by three STARRY roster athletes, a three-piece suit, three recliners for the ultimate NBA viewing experience, three three-legged STARRY branded barstools, among others.
Keurig Announces New Coffee Collaboration with The Rolling Stones
Keurig is diving deeper into the iced coffee space through a new collaboration with The Rolling Stones.
Dubbed the “Start Me Up” kit, a nod to the band’s 1981 hit, the iced coffee kit includes a custom-designed K-Iced brewer and tumbler featuring the iconic Rolling Stones logo, “Start Me Up” coffee blend K-Cup pods co-created with the band and access to an exclusive, first-ever curated Spotify playlist by the band. The LTO will be available via the Keurig website starting June 6 at 8 a.m. EST.
More Notable Marketing News:
- Canada Dry Ginger Ale has partnered with Anwar Carrots, the designer behind streetwear brand Carrots, to launch a co-branded collection featuring an 8-inch inflatable pool and a motorized beverage cooler with Bluetooth compatibility. The Canada Dry x Carrots bundle is now available in limited quantities via the brand’s website.
- To celebrate Hip Hop’s 50th anniversary as a genre, Sprite has launched a new TV spot featuring Nas, Rakim, Latto and GloRilla. The spot features a remix of The Sugarhill Gang’s “Rapper’s Delight,” the first hip-hop song to hit the Billboard Top 40.
- Functional alkaline water brand Jōve has announced French actor Samuel Arnold as its first brand ambassador. The Emily in Paris star teased his ambassadorship during the 2023 Cannes Film Festival where he posted images of himself drinking the water on social media. The announcement comes on the heels of Jōve’s recent Let Your Skin Do The Talking Campaign.