Tom Holland and Robert Downey Jr.’s Super Beverage Team Up
From the screen to the cooler, actors Tom Holland and Robert Downey, Jr. are bringing their respective beverage startups together for a limited edition collaboration: BERO Coffee Draught and Happy Eternal Hoptimist ground coffee.
Holland, co-founder of non-alc beer brand BERO, and Downey, co-founder of coffee maker Happy, are perhaps best known for their co-starring roles in the Marvel Cinematic Universe films. As the Iron Man and Spider-Man stars both work to help establish their respective beverage ventures in the market, the collaboration was seen as a natural next step to boost awareness.
“My friendship with Tom stems from mutual support and respect, and this partnership is exactly that — sharing what we love and creating quality products in tandem,” Downey said in a press release.
“This is the kind of collaboration you can only do with a friend,” Holland added. “Robert knows coffee better than anyone, and we wanted to bring that same level of care to a beer that celebrates what both our brands stand for: quality, craft, and a premium experience in every sip.”
BERO’s Coffee Draught is a stout styled beer made with Happy coffee and claims tasting notes of malty sweetness, cocoa and roasted coffee undertones with “a creamy nitrogen-infused mouthfeel, finishing crisp and clean at under 0.5% ABV,” the release states.
At Happy, the Eternal Hoptimist ground coffee SKU is made with 100% arabica coffee beans from Brazil and Colombia and is “inspired by the hops” from BERO’s products.
The co-branded products will launch together at Target stores nationwide and will be available online via each brand’s respective website.
BodyArmor’s Canadian Refresh
The Coca-Cola Company’s BodyArmor is bringing its refreshed branding and Choose Better campaign to the Canadian market with participation from pro athletes Connor McDavid and Vlad Guerrero, Jr.
The Choose Better campaign initially debuted in the U.S. earlier this year with updated brand design. The fresh look now hits Canada with the “striking new wordmark, sleek modern packaging, and the brand’s first-ever icon,” the company said in an announcement. The move aims to “reinforce BodyArmor’s commitment to real ingredients, innovation, and better-for-you hydration.”
It may be more recent for Canadian consumers, however: BodyArmor only launched in Canada in January 2024, marking the brand’s first expansion outside of the U.S.
The campaign is tailored to the local audience in major cities, including Toronto, Montreal, Ottawa, Vancouver, Calgary and Edmonton and sports stars McDavid, of the NHL’s Edmonton Oilers, and Guerrero, of MLB’s Toronto Blue Jays.
Minor Figures Annual Dairy Disloyalty Campaign Comes Back
Plant-based dairy alternative brand Minor Figures is looking to stoke some consumer disloyalty with the fourth edition of its global Dairy Disloyalty campaign, which urges consumers to swap traditional cow milk for its vegan counterparts.
The limited time campaign is active now, from October 3-17, with participating cafes in 21 cities around the world offering stamps in a Dairy Disloyalty Passport to consumers who purchase plant-based coffees in store. Once six stamps are collected, participants can submit their “passports” for a chance to win Minor Figures branded prizes.
The grand prize is a customized OB-4 speaker from Teenage Engineering, customized by Minor Figures.
“Dairy Disloyalty is a celebration because we know that to save the world, you have to throw a better party than those destroying it,” said Melissa Hauser, president of Minor Figures North America. “Whether you’re oat curious or all in on alt-dairy, we’re here to make every sustainable sip a little more delicious and a lot more entertaining.”
In North America, participating cities include Atlanta, Austin, Cincinnati, Denver, Los Angeles, Nashville, New York City, Portland, Ore., San Francisco and Toronto.
Years Enlists John Mulaney
Holland isn’t the only Hollywood celeb jumping into non-alc entrepreneurship: along with Charlie Sheen, there’s now comedian John Mulaney is also getting involved in the non-alc beer segment, teaming up with Years for the brand’s first national marketing campaign.
According to the company, the campaign takes influence from Mulaney’s “own journey” towards sobriety, and will feature social content, paid media and in-store activations.
“Years actually tastes like beer, which is a relief because that’s kind of the point,” said Mulaney in a statement. “Years feels like a beer you reach for in a cooler in a driveway, watching someone who won’t get a gas grill try to light the coals. Like me, it’s completely and totally Midwestern but might appeal to a fancy city crowd.”
Years is based in Chicago – Mulaney’s home town – and the campaign has been developed hand-in-hand with Mulaney to show “that non-alcoholic beer can be about joy, connection, and culture, not just sobriety.”
Lifeway Returns for Round Two with Erewhon
Lifeway Foods is coming back for seconds in its team up with Erewhon Market, announcing a new limited edition smoothie collab: Love Your Gut Pumpkin Spice, made with the brand’s organic plain kefir.
The on-premise product is also made with organic pumpkin puree, organic dates, pumpkin spice seasoning, cinnamon, organic banana, cold brew, and organic dairy cream.
“We’re proud to once again join forces with Erewhon, LA’s iconic wellness destination on a smoothie that’s as delicious as it is functional,” said Lifeway CEO Julie Smolyansky in a press release. “This limited-edition blend combines comforting fall flavors with the powerful probiotics of our organic kefir. It’s the perfect way to support your immune system and gut health as the seasons change.”
More Marketing News from Across the Industry
- Non-alc beverage brand Proxies has launched its new website design at www.drinkproxies.com.
- Lucky Energy is embracing the clover leaf, partnering with last season’s NBA 6th Man of the Year: Boston Celtics point guard Payton Pritchard.