Culture Pop Re-Introduces Soda in First Ad Campaign
Culture Pop is hoping to change consumers’ negative perceptions surrounding soda with the launch of its first ever ad campaign.
In the new spot, the Cambridge, Massachusetts-based brand personifies the bubbly beverage as a character taking on new adventures and challenges. The goal of the video campaign, created in collaboration with Niceshit animation studio, was to deliver educational components in a fun way by “infusing characters with Culture Pop’s fun, feel-good brand,” according to a press release.
In the first video, soda goes skydiving and jumps out of a plane to hang out with exuberant fruit and spice characters while floating through the clouds.
According to a recent report by Future Market Insights, the global probiotic drink market is slated to grow at a CAGR of 7% between 2023 and 2033 to reach $39,362 million. Some of the most notable competitors in the space include Poppi, Olipop and Wildwonder.
“We want people to look at Culture Pop and say, ‘You’ve come a long way. Good for you, soda.’ Because as it turns out, there can be such a thing as good-for-you soda that is still fizzy and delicious,” said founder and CEO Tom First in the release.
The campaign comes on the heels of Culture Pop’s announcement that it has more than tripled its retail distribution over the past 12 months, significantly expanding its presence beyond the 20 Boston area stores it started with during the pandemic. The recent expansion includes national distribution in chains including Albertsons/Safeway, Kroger and Sprouts as well as regional launches in Wegmans, Walmart, Meijer, Target and Stop & Shop, among others.
Monster Returns as BIG3 Basketball Sponsor
After experiencing record numbers during the first ever BIG3 Celebrity Game last year, BIG3 Basketball announced Monster Energy is returning as a league sponsor for the upcoming 2023 season.
Founded in 2017 by actor and rapper Ice Cube, the premier global BIG3 league combines highly competitive and fast game skills with fan activations. The 2023 season is slated to see the return of the Monster Energy BIG3 Celebrity Game on August 25 featuring sports stars competing in a head-to-head matchup to raise money and awareness for underprivileged youth.
“Monster Energy is thrilled to be partnering up with the BIG3 again and [wants] to congratulate them following their most successful season yet,” said Monster Energy CMO Dan McHugh in a press release. “The BIG3 has truly changed the game by televising authentic 3-on-3 basketball with some of the greatest players to ever play the sport.”
Muscle Milk Taps WNBA’s Candace Parker for “The Lifting Project”
Muscle Milk is on a mission to make fitness more accessible for all through its cause-based initiative, “The Lifting Project.” To celebrate its second year, the initiative is teaming up with seven-time WNBA All-Star Candace Parker and the National Fitness Campaign (NFC).
As part of the partnership, Muscle Milk, Parker and NFC will build a new public outdoor Muscle Milk Fitness Court for one community in need in either Los Angeles, Orlando or Atlanta. Consumers can help choose the location of the fitness court by casting their vote online through July 7.
“Fitness training is not easily accessible for many individuals and families given barriers such as time, financial commitment and having access to the right equipment,” said Gatorade Portfolio senior marketing director Marissa Pines in an official statement. “The National Fitness Campaign shares in Muscle Milk’s mission to democratize access to strength, and teaming up with the organization, alongside Candace Parker, will only help us advance our collective goal.”
According to a press release, the Muscle Milk Fitness Court will provide local community members with free full-body workouts 24/7 with no membership required. The space will feature seven zones for exercisers to cycle through including core, squats, lunges, upper body push/pull, agility circuits and bend back strengthening.
Poppi Declares, “Soda’s Back!”
Poppi is another probiotic soda producer seeking to reshape the narrative around soda, declaring, “Soda’s back!’ in its largest campaign to date.
The brand’s first true 360 marketing initiative will include out-of-home advertising, streaming TV partnerships and immersive experiential activation in major U.S. cities such as New York City, The Hamptons, Los Angeles, Atlanta and Austin. Soda’s Back will also encompass an “extensive influencer network,” a merchandise launch and more than 3,500 summer displays.
“It’s not just about the channels we’re utilizing; it’s about how we are highlighting our consumers and content creators,” said Poppi co-founder and chief brand officer Allison Ellsworth in a press release. “[The campaign] celebrates their voices, their love for Poppi and their passion for a better-for-you alternative.”
The news comes after the brand closed a $25 million Series B funding round backed by existing investor CAVU Venture Partners in December. The new financing, which will be used for strategic execution and scaling, arrived as Poppi reported 148% year-over-year growth amid significant retail expansion.
GURU Teams Up With The Amazing Race Canada
Montreal, Quebec-based organic energy drink brand GURU announced it has partnered with the ninth season of The Amazing Race Canada as a sponsor. The energy drink will be integrated throughout multiple episodes of the reality competition series and will again sponsor a trip for two around the world.
“Last year’s series was a great experience and allowed us to grow the GURU brand across Canada, as more consumers looking for clean, great-tasting energy realized that we are the best option available on the market. We believe this year will be even more exciting as we continue to build our connection with our target audience,” said president and CEO Carl Goyette in a press release.
Concurrent with the sponsorship, GURU will launch its Summer of Feel Good Energy Campaign set to run at the same time as The Amazing Race Canada and the Canadian Elite Basketball League 2023 season. The campaign will primarily include in-store activations with the brand’s exclusive distributor, PepsiCo Beverages Canada, in-store displays and digital, social media and influencer engagement.
As of the 52-week period ended April 22, GURU Energy was the leading organic energy drink brand in Canadian convenience stores.