Liquid Death Teams With Kylie Kelce on ‘Kegs for Pregs’
In Liquid Death’s latest provocative ad campaign, Kylie Kelce – podcaster and wife of retired NFL star Jason Kelce – is throwing back a couple of cold ones. Cans of water, that is.
The ad spot follows Kelce, who is currently pregnant with her fourth child, as she downs several cans of the brand’s Still Mountain Water before proclaiming, “I’ve had so many of these today. I wish they would make a huge keg,” much to the horror of another woman at the bar.
A bartender then slides a keg of Liquid Death across the countertop and Kelce, alongside a group of expectant mothers, cheers and rejoices, chugging the H2O. As the ad goes on, the bartender checks sonograms instead of IDs, and the women bump their baby bumps.
“That’s right, pregs, Liquid Death is taking my favorite water from actual mountains and putting it in a limited edition keg,” says Kelce. “Drink up!”
The $20 limited edition 5L (169 oz.) kegs, marketed as “Kegs for Pregs” to keep pregnant women hydrated, have already sold out on the brand’s website.
The marketing campaign builds on Liquid Death’s partnership with Kelce. For the month of March, the canned water brand is the exclusive sponsor of her new podcast, Not Gonna Lie with Kylie Kelce, in which she discusses life beyond being a football wife.
Niagara Water Inks NIL Deal With UCLA’s Waterboy
Step aside, Bobby Boucher, Jr. There’s a new waterboy in town.
Niagara Water announced this week it has scored a first-of-it-kind name, image and likeness (NIL) deal with Finn Barkenaes, the waterboy and head manager of the University of California, Los Angeles (UCLA) men’s basketball team to commemorate this year’s March Madness tournament. The brand partnered with boutique agency Hello, U.S. to help produce the campaign, as reported by Campaign.
“Our strategy is to position Niagara as the thirstiest brand on social – viewing everything through the lens of being obsessed with water, just like our audience. Partnering with a waterboy through an NIL deal was a natural fit because no one champions the pursuit of hydration quite like they do,” Valerie, president of Hello, U.S., told Campaign.
Sparkling Ice Scores With Seattle Reign FC
Sparkling Ice is again taking to the soccer field, inking a multi-year partnership with Seattle Reign FC. The news builds on the sparkling water producers’ position as the official sparkling refreshment of the Seattle Sounders FC.
As part of the deal with Seattle Reign, Sparkling Ice will hold in-stadium marketing events at Lumen Field throughout the season, including face painting stations. Additionally, the brand’s beverages will be available to all players, coaches and staff in their training facilities.
“The vibrancy of [Sparkling Ice] and our shared commitment to the unique communities we serve set this relationship apart. Not only are we creating a new layer of expression within content and matchday experience, but we are continuing to elevate the Reign brand and deepen our connection with fans,” said Courtney Carter, chief revenue officer of Seattle Reign, in a statement.
Coke Proclaims, ‘Fan Work Is Thirsty Work’
Just in time for March Madness, The Coca-Cola Company has unveiled “Fight Song,” a continuation of its “Best Coke Ever?” creative platform. The new ad spot – centered around Coke Zero Sugar – celebrates the essential role fight songs play in the basketball tournament and the “thirsty work” fans put in.
In the TVC, fans from various colleges and universities shout their respective school chants from the stands while watching the tournament. A hush falls over the crowd as one individual takes a sip from their Coke Zero, right before the home team scores.
“Fight Song” will run through the national championship game on April 7 on ABC, ESPN, TNT, CBS, TBS and TRU and across social and digital platforms.
PATRÓN Highlights Additive-Free Attribute
PATRÓN’s latest marketing campaign, “100% Additive-Free Tequila,” showcases the brand’s clean ingredient deck and handcrafted production process. The brand, founded in 1989, produces tequila crafted with just three ingredients: 100% Blue Weber agave, water and yeast.
The tequila industry currently permits the use of additives – including glycerin and caramel coloring – under 1% in the formulation process for 100% Blue Weber Agave without requiring disclosure on bottle labels. PATRÓN wants its consumers to know its tequila, produced in the highlands of Jalisco, Mexico, is completely additive-free.
“We understand that consumers care deeply about what goes into their tequila. That’s why [this campaign] is so important – it enables us to connect with even more tequila lovers and showcase how committed we’ve always been to our additive-free roots,” said Ned Duggan, CMO of PATRÓN, in a press release.
The new campaign includes out-of-home ads in select U.S. markets in Los Angeles and New York City, takeovers at transport hubs like the New York/New Jersey Port Authority Trans-Hudson (PATH) and the Chicago Transit Authority and truck wraps “designed to engage bartenders.”
Ryl Tea Taps Glen Medoro, Sydney Thomas
Morgan Wallen-backed Ryl Tea has tapped Barstool Sports’ Glen “Glenny Balls” Medoro and model Sydney Thomas for its new ad spot highlighting the brand’s clean ingredient deck.
“If you must know, Glenny is the only guy I’ve found that makes an effort to take care of his body,” says Thomas, while Medoro’s friends are questioning how the (on-screen) couple came to be.
Medoro explains that the brand’s zero-sugar Sweet Teas – available in Raspberry, Peach, Leom and Green flavors – are crafted with natural sweeteners (monk fruit and stevia leaf extracts) and have just five calories per 16 oz. can. Ryl Tea also carries a line of Unsweetened Teas in Black and Green varieties.