Monster, Electrolit Head to Stagecoach
The Coachella Valley Music & Arts Festival may be over, but music festival season is just getting started, as are major brand activations.
From April 24 to April 26, Monster Energy is returning as the official energy drink partner of the Stagecoach Musical Festival at the Empire Club in Indio, Calif.
The activation includes “Monster Energy HQ,” a hub located between 12 Peaks and Rhinestone Saloon in the main festival grounds featuring live DJs, line dances and a photobooth.
Additionally, the hub will serve as “a refreshing and revitalizing oasis” where festivalgoers can sample the brand’s newest flavors, Juice Monster Strawberry Lemonade and Monster Ultra Red White & Blue Razz. Country music artist Redferrin, who is set to make his Stagecoach T-Mobile Mane Stage debut on April 25, will stop by the activation following his performance for a meet-and-greet with fans.
In the campgrounds, Java Monster will host “The Coffee Ground,” a separate activation “designed for early risers and the non-stop committed campers” featuring product sampling and exclusive programming.
“Whether it’s grabbing a Monster during a set or keeping the energy going late into the night, we’re delivering the boost that powers the full Stagecoach experience,” said Jordi Gayola, Monster Energy CMO of the Americas, in a press release.
Electrolit is also returning to the annual country music festival as the official hydration partner. This year, the enhanced hydration brand is introducing the Stagecoach x Electrolit Resort 5K, expanding its festival wellness program.
The new event comes on the heels of the Coachella x Electrolit Campground 5K, designed to energize attendees and “set the day for a full day of music, movement and fun,” according to the brand.
“Stagecoach is country music’s premier multi-day festival, attracting campers, families and fans who embrace outdoor living, festival fashion and shared experiences. With desert heat and full-day performances, hydration and essential – and stamina are essential,” said the brand in a statement.
Minute Maid Spiked Partners with Action Bronson
Red Tree Beverages’ Minute Maid Spiked line of flavored wine- and vodka-based cocktails has announced its first-ever celebrity partnership starring rapper, chef and television host Action Bronson. The campaign highlights Bronson’s many personas – from Bam Bam to Mr. Baklava – to emphasize that no one is defined by one thing.
“I am not just one thing, and I’ve never wanted to be. I cook, I rap, I create and more because each of those things is part of who I am,” said Bronson in a press release. “That’s why this partnership made sense. It’s based on the message that you shouldn’t have to pigeonhole yourself into one category.”
The partnership comes amid a period of significant growth for Minute Maid Spiked, which has seen 92% growth over the past year, according to Circana data cited by the brand. Its portfolio includes flavored wine cocktails made with a citrus wine base in Margarita, Strawberry Daiquiri, Piña Colada and Blue Hawaiian varieties and vodka-based ARTD offerings, including Vodka Lemonade, Vodka Punch and Vodka Lemonade Iced Tea.
BIOLYTE Unveils First National Campaign
Physician-formulated hydration brand BIOLYTE, in partnership with advertising and marketing agency Fitzco, has launched its first national campaign: “LYTE IT UP.”
Instead of targeting elite athletes, Biolyte seeks to speak to everyday consumers – like landscaping crews and parents powering through illness – with an ad spot centered around “Thirst Responders,” individuals who step in wherever and whenever dehydration hits.
“The Thirst Responders aren’t just a creative concept. It was inspired by a real BIOLYTE team working in communities every day to spread the word about this exceptional product. I love when you can take a truth about a brand and spread it in a unique, creative way,” said Ryan Boblett, head of creative at Fitzco, in a statement.