Two publicly-traded beverage companies are tapping into the power of celebrity. Today, The Alkaline Water Company announced that it has brought on Shaquille O’Neal as an equity partner and advisor, while Monster Energy is turning to rapper Post Malone to help promote a new giveaway campaign.
The Alkaline Water Company Partners with Shaq
The Alkaline Water Company announced today that it has brought on NBA Hall of Famer Shaquille O’Neal as an equity partner, advisor and “marquee brand ambassador” for its Alkaline88 line of bottled waters.
The move is one of the first celebrity partnerships for the publicly traded company and according to CEO Ricky Wright is expected to include a close working relationship for at least a three-year period.
“I think Shaq is the greatest pitchman in the history of America,” Wright told BevNET in a call today. “This guy is the everyman for everybody. I have never met a human being, God’s honest truth, that does not love Shaquille O’Neal.”
Wright noted that Alkaline88’s key consumer base includes households making under $100,000, Black and Hispanic consumers — all groups to whom O’Neal resonates. As well, O’Neal has high global recognition, Wright said, and Alkaline88 will aim to use his image worldwide.
O’Neal himself is no stranger to the beverage industry. In 2019, he invested an undisclosed sum in Dyla Brands, the maker of coffee shot line FORTO, and served as an ambassador for the product. In 2013, he licensed his name and image for Shaq Soda, a now-discontinued line of soft drinks produced by AriZona Beverages. However, serving as an advisor, Wright said he expects O’Neal to play an active role in the company and noted his broad business experience as a benefit.
“Alkaline88 is an innovative product in the water category and I am so excited to partner with The Alkaline Water Company to help raise their game to new heights,” O’Neal said in a press release. “I am humbled by the opportunity to join the Advisory Board while also being a brand ambassador.”
In addition to events and marketing promotions, Wright said the company may also focus on “Shaq-centric” innovations designed around his image. As well, O’Neal’s involvement is expected to open new retail doors for Alkaline88, with one focus being to grow the brand’s presence in the club channel.
The deal will also bring in brand development company Authentic Brands Group, a firm which builds celebrity, media, fashion and lifestyle brands, which includes O’Neal among their “brand portfolio” clients. According to Wright, Authentic Brands will aid Alkaline88 on campaigns and communications related to O’Neal.
“He has the ability and the connections, and Authentic Brands has the business moxie, to help us get in some of those doors that we haven’t knocked down,” Wright said.
Monster Energy Brings On Post Malone
Monster Energy is no stranger to celebrity partnerships and announced today it has partnered with Grammy nominated music artist Post Malone as a global brand ambassador.
The partnership will launch with a new giveaway promotional campaign in which Monster will award 10 grand prize winners “an exclusive virtual fan experience” with Post Malone. Fifteen first prize winners will receive Xbox Series X consoles. Consumers can upload Monster Energy receipts to a promotional website or text it with the keyword “Monster” to 811811.
“I am pumped to team up with Monster Energy and look forward to continuing to kick ass and having fun together,” Post Malone said in a press release.
Like O’Neal, Monster is not Post Malone’s first beverage rodeo. The rapper invested in alkaline spring water brand Flow last year as part of a $45 million raise and has been active in promoting the product through social media. In May 2020, he launched a rosé brand, Maison No. 9, in partnership with James Morrissey of Global Brand Equities and music manager Dre London.