De La Calle is continuing its reintroduction as a modern Mexican soda, kicking off a new brand campaign called “Frutas” that marks a “refreshed chapter” for the company ahead of its national launch with Target this month.
As we reported last fall, the Los Angeles-based brand is coming off a summer of transition in which its pointed shift from traditional tepache – a fizzy fermented drink made with pineapple rinds and sugar – to a “modern Mexican soda” has heralded a new phase of growth. Part of that pivot is redesigned packaging that brings consumers closer to the flavor experience with stronger color schemes and the addition of fruit photography.
As detailed in today’s press release, Frutas positions De La Calle as a “more expressive, flavor-led brand designed for today’s shelves,” with creative elements centered around “abundance, color and heritage.”
“Frutas is the most honest expression of De La Calle yet — bigger flavor, brighter cans, and a clearer celebration of modern Mexican soda culture. We didn’t change who we are, we just turned up the volume,” said Alex Matthews, De La Calle co-founder and CEO, in a statement.
The new look is part of a total brand recalibration: De La Calle’s sodas are now buffeted by six grams of fiber per can, and sweetness (a combination of organic cane sugar, organic vegetable-derived erithrytol and organic juices) has also been boosted around 30%. Meanwhile, the price has been dropped from $3.29 to $2.49 per 12 oz. can.
The brand’s launch in Target complements existing distribution at Walmart, Albertsons and Whole Foods.
Sprite Reps For NBA Regions
Sprite’s affiliations with basketball culture are expanding this month, as the Coke-owned CSD launches co-branded cans with select NBA teams, as well as with players from women’s 3-on-3 basketball league Unrivaled.
The limited edition colletion features designs for 17 NBA squads and eight Unrivaled players, “capturing the energy, attitude, and pride that define local basketball culture,” according to a press release.
NBA fans can track down SKUs featuring the Atlanta Hawks, Cleveland Cavaliers, Dallas Mavericks, Detroit Pistons, Los Angeles Clippers, Memphis Grizzlies, Milwaukee Bucks, Minnesota Timberwolves, New Orleans Pelicans, Oklahoma City Thunder, Philadelphia 76ers, Phoenix Suns, Portland Trailblazers, Sacramento Kings, San Antonio Spurs, Utah Jazz and Washington Wizards.
Meanwhile, the Unrivaled editions will be spread across two cans, the first of which will feature Lexie Hull, Brittney Sykes, Napheesa Collier and Skyler Diggins. The second release will showcase Kate Martin, Dearica Hamby, Rhyne Howard and Breanna Stewart.
Celsius Teams with Global Music Fest
Celsius is bringing the energy to this year’s Palm Tree Music Festival (PTMF), kicking off a global partnership this month at the event’s new West Palm Beach location in Florida.
The deal will bring Celsius’ on-site experience, dubbed the Vibes Tour, across PTMF’s global footprint, including France and Australia.
Celsius has been working with Palm Tree Music Festival since its debut in 2021. Since then, the concert series has held events in Aspen and the Hamptons to Mexico and Croatia, plus more.
Palm Tree Crew, the the hospitality platform founded by electronic music DJ Kygo and his manager, Kyles Shear, has been increasingly active in working with beverage brands. Last June, the group partnered with Nowadays as an exclusive THC beverage sponsor for its events. It also holds a stake in Canadian brand Cove Soda and SipMARGS, the RTD cocktail venture backed by influencer Alix Earle.