Starbucks Taps Kristen Kish
Starbucks has enlisted chef and television personality Kristen Kish to promote its newly released at-home Sweet Cream Enhancers, available in Vanilla, Brown Sugar and White Chocolate Macadamia flavors.
The new regriferated offerings, available in 24 oz. cartons, are rolling out to retailers nationwide, including Target, Hy-Vee and Walmart. The product launch coincides with the 10th anniversary of Vanilla Sweet Cream Cold Brew’s debut on Starbucks menus nationwide.
“Kristen Kish knows that while all sorts of things can be duped in the kitchen, not everything should be,” said the coffee company in a press release. “And when it comes to real cream for your coffee at home – it’s got to be Starbucks Sweet Cream Enhancers.”
FIJI Water Plots City Takeovers
FIJI Water has launched a new integrated campaign, “Earth’s Finest Water,” aimed at repositioning the brand as both a premium everyday essential and a part of a modern lifestyle and culture. The campaign features four cinematic video spots – “Afterparty,” “Thrift Store,” “Girls Weekend” and “Vegas Road Trip” – that highlight spontaneous social moments like road trips and weekends with friends.
Beyond video, the marketing effort includes large-scale out-of-home advertising in major cities, such as transit hub takeovers at New York’s World Trade Center Oculus and Hudson Yards and Miami’s Brightline Station, a hand-painted mural outside Domino Park in Williamsburg, Brooklyn, and bulletins throughout Times Square, the Las Vegas Strip and downtown Los Angeles.
Together, these efforts are designed to connect the brand to younger audiences by blending authenticity, creativity and social engagement.
“FIJI Water has always stood at the intersection of style and culture, but what defines those moments is changing. Today’s most powerful expressions of style and culture aren’t confined to traditional runways – they are found in everyday moments of joy, spontaneity and connection,” said Clarence Chia, SVP of marketing at FIJI Water, in a statement.
Pure Leaf, Block Partner to Promote Mental Focus
Pure Leaf has unveiled a new line extension, called “Mental Focus,” marking the brand’s first foray into sparkling iced tea with functional benefits. Available in two flavors at launch – Peach and Raspberry – each 12 oz. can features naturally occurring caffeine from black tea and added L-theanine to support focus.
“Functional drinks are no longer niche. People want products that keep up with their lives. Pure Leaf Mental Focus delivers great flavor, plus added benefits […] making it a smart option for busy days, especially as packed schedules and constant distractions have become the norm,” said Zach Harris, VP and general manager of Pepsi Lipton Tea Partnership North America, in a press release.
To promote the launch, Pure Leaf has partnered with Olympic gymnast Jordan Chiles and digital wellness brand Brick, tying the product to the growing need for better focus in a digital-centric world. The campaign emphasizes how constant notifications and digital noise impact productivity, while showcasing how habits like unplugging can help consumers stay on task.
As part of the activation, Pure Leaf and Brick have introduced a limited edition “Mental Focus Dock,” a combined phone-blocking device and drink holder designed to reduce distractions while keeping a beverage within reach. The broader campaign reflects rising consumer demand for functional drinks that go beyond hydration, offering flavor and added benefits tailored to busy lifestyles, per the release.