As the official sports drink partner of the 2026 World Cup, Coca-Cola’s Powerade is preparing for the event with a new marketing campaign, “Power Your Legacy,” featuring international soccer stars Lamine Yamal and Rodrygo Goes.
“We want to empower athletes at every level to own their moment and turn their effort into something lasting,” said Tom Gargiulo, Head of Marketing, Advanced Hydration, for The Coca-Cola Company in a statement. “We’re bringing that message to life with two incredible athletes in Lamine Yamal and Rodrygo Goes – players who are actively building their legacies and embody everything this campaign stands for.”
“But alongside them, we’re also celebrating everyday athletes who share that same mindset. The stage may change, but the commitment to building a legacy stays the same – and Powerade is there through it all,” he added.
The campaign will cover social, digital, outdoor and TV, as well as in-stadium branding and fan activations during this summer’s FIFA World Cup games.
“It is my dream to play in a FIFA World Cup, and I will do what I always do –play with joy and give everything I have,” said Lamine Yamal, of the Spanish national team, in a statement. “Powerade helps me perform at my best and be ready when it counts the most.”
The promotion will also be back with a new set of red, white and blue flavors: Blood Orange Kick, White Grape Wave and Cold Berry Burst, rolling out to retailers nationwide on April 28.
Powerade previously launched a refreshed brand identity in 2023, aiming to position itself as a more competitive alternative to PepsiCo’s Gatorade with reformulated products and new Zero Sugar varieties.
Last year, Coke gave a similar treatment to its other top sports drink brand, BodyArmor, with a refresh. The two brands are now run in coordination by the same internal division.
Crystal Light Appeals to Book Fans
Powder drink mix brand Crystal Light is looking to give the “reading ritual a refresh” as it launches three limited edition book-inspired flavors.
Hibiscus Lemonade (Romance), Prickly Pear Lemonade (Mystery) and Passion Fruit (Fantasy) aim to appeal to book lovers with themed packaging and a partnership with author and influencer Brooke Averick, whose latest novel Phoebe Berman’s Gonna Lose It releases next month.
The brand will be available at Brooke’s book tour locations in New York City, Boston, Chicago, Dallas and Los Angeles this spring.
The LTOs look to be bridging the gap between WaterTok, the TikTok-based community that has helped revitalized the powdered drink mix category through social media tutorials showing consumers how to create vibrant, original flavored waters, and BookTok, the social site’s passionate community of readers.
In addition to online, the LTO line will be launching in Walmart, Public and Meijer stores in May.
Crystal Geyser Goes with Al Pine
Crystal Light consumers can consider mixing with Crystal Geyser, the CG Roxane-owned bottled water brand which is launching its own integrated marketing campaign this summer:, dubbed “The Adventures of Al Pine.”
The alpine spring water brand has created the advertising character Al Pine, an outdoorsy water loving conservationist who will be featured in multimedia ads to promote Crystal Geyser.
“Al Pine helps us tell a very real story in a way that feels warm, honest, and accessible,” said Anne‑Charlotte de La Porte, VP of Marketing at CG Roxane, in a press release. “At its core, this campaign is about trust—trust in where your water comes from, how it’s bottled, and the commitments behind it. Al Pine gives voice to the principles we’ve lived by for decades.”
Smartwater Wears Prada
Smartwater is forging a movie tie-in for The Devil Wears Prada 2, which comes out May 1, launching a limited run line of collectible Cerulean Bottles to promote the long-awaited comedy sequel.
Each bottle features a QR code inviting fans of the film to a web page where they can test their eye to tell the difference between two shades of cerulean for a chance to win film-themed prizes.
Premier Protein Launches Shakes for Shifts Grant
Protein drink brand Premier Protein has launched its “Shakes for Shifts” grant program, which will award $25,000 in grants to support nurses financing their continuing education.
The grant program is launching in honor of National Nurses Week, beginning May 6, and will award ten $2,500 grants to eligible nurses who “demonstrate a passion for continuing education and professional growth,” according to the company.
Applications will be accepted through July 1 and interested candidates can apply online through the brand’s website.
Sip Elixirs Appears on WE tv
THC beverage brand Sip Elixirs promoted its buzz-inducing drinks this week on Life+Leisure, the WE tv show hosted by Bill Rancic and Giuliana Rancic, with an in-studio interview aired on April 20.
The episode featured Sip founder Mike Viellion and Head of Growth & Development Bryan Viellion to promote the brand and attempt to “break down the stigma around cannabis,” the company said.