Pepsi Speaks for the Trees with New EVOLVE Campaign
After revamping the brand last year with a new look and identity built around the outdoors, Pepsi is moving its plant-based protein line EVOLVE further outdoors this summer with the launch of a mission driven marketing campaign built around sustainability.
The centerpiece of Evolve’s “Plant-Based for the Outdoors” commitment will be the planting of $100,000 worth of trees in urban areas via a partnership with reforestation non-profit One Tree Planted. The first event was held in May at Highbridge Park in New York City, where American Chestnut trees were planted in a former illegal dumping ground along the Harlem River.
“In the nearly year and half since the EVOLVE relaunch, we’ve seen this consumer target expand as the plant-based category experiences immense growth, sparking sustainability-minded eating trends such as flexitarianism and climatarianism,” said Anuj Bhasin, VP of Protein and Fitness Brands at PepsiCo.
The brand has also made tweaks to the packaging and formulation itself with sustainability in mind. According to Bhasin, Evolve now uses TetraPak’s sugarcane-derived Bio-Based Cap, which claims to carry a lower carbon footprint than fossil-based caps.
“We are planting trees in areas that need them, which is important because planting the right species of trees can have a positive impact in improving air quality, decreasing urban heat and fostering biodiversity,” Bhasin said.
Evolve is also fielding pitches from consumers about how they are getting involved in local programs to protect the environment. Three entrants will be selected to receive $10,000 each to use toward their community initiative. For each entry, the brand will also donate $1 to One Tree Planted, up to $5,000, to support urban tree planting efforts. Entries will be judged by EVOLVE council ambassador, intersectional environmental activist, eco-communicator and author, Leah Thomas, also known as @GreenGirlLeah.
Evolve, which was included in Pepsi’s acquisition of Muscle Milk maker CytoSport in TK, markets a four-SKU line of ready-to-drink pea-based protein shakes, as well as powders and bars. According to Bhasin, the brand has outpaced category growth year-to-date at +68% YTD (compared to +12%).
evian Launches “Drink True” Campaign with Dua Lipa and Emma Radacanu
As part of its mission to encourage consumers to be “the most honest and true version of themselves,” spring water brand evian launched its “Drink True” campaign with singer Dua Lipa and tennis star Emma Raducanu.
In the campaign video, Raducanu introduces Dua Lipa to her love of tennis by coaching her on grip, technique and forehand before the duo take a break to hydrate with evian water.
“Bringing these two icons together for the first time ever has been a true highlight for the evian brand; both Dua and Emma perfectly represent its values, as both stars have such a passion for being authentic to themselves,” said evian global brand director, Dawid Borowiec, in a press release. “We have a rich history of supporting tennis championships and athletes, so this really felt like the perfect moment to celebrate our two incredible ambassadors in a fun and energetic campaign.
The new video campaign is now available for viewing on evian’s website and across its social media platforms.
Olipop Goes Bananas with Illumination’s Minions
In conjunction with the release of Minions: The Rise of Gru, functional soda brand Olipop this week unveiled a limited-edition Banana Cream flavor.
Marketed as a “work of evil genius,” the limited-edition offering was inspired by the minion’s trademark love for bananas.
“This advertising campaign marks a huge milestone for Olipop’s better-for-you brand, as they join forces with the biggest global animated film franchise in history,” the brand said in a press release. “The partnership exemplifies OLIPOP’s growth within the industry as they prove they can compete with the traditional soda companies, not only in terms of elevating taste and nutritionals, but in relevance to mainstream pop culture.”
The “most diabolical soda in the world” is available for purchase now through July 15 for $35.99 per 12-pack.
MTN DEW Gives Fans a Reason to Cheer With Tony Parker Collaboration
MTN DEW has teamed up with former NBA star Tony Parker to launch a giveaway at Buffalo Wild Wings restaurants. If this year’s NBA Finals between the Boston Celtics and the Golden State Warriors goes to Game 7, Parker, himself a former Finals MVP, will provide fans with MTN DEW’s latest flavor innovation, Legend, on him at Buffalo Wild Wings restaurants.
“It’s rare for the NBA Finals to make it to Game 7, but when they do, that’s when legends are made. I’m teaming up with MTN DEW to give sports fans one more reason to cheer,” said Parker in an official statement.
The Buffalo Wild Wings-exclusive flavor first debuted in March before arriving in all 1,200+ restaurant locations in May. Legend combines MTN DEW’s flagship flavor with blackberry, citrus and ginger.
Health Ade Encourages Consumers to “Get That Good Gut Feeling”
California-based kombucha brand Health Ade is encouraging consumers to “Get That Good Gut Feeling” with its new 360-degree national omnichannel campaign in partnership with award-winning illustrator and animator Mike Perry and marketing agency Zambezi.
The new campaign comes as consumer interest in gut health continues to grow. The ad features the brand’s family of characters from their most popular flavors, and quirky designs that “visually evoke how joy to show how the secret to a happier gut is just one sip away.”
“Looking to amplify the goodness of kombucha, Health-Ade was seeking a contemporary way to expand their reach and grow their audience,” said Gavin Lester, chief creative officer of Zambezi, in a press release. “We partnered with Mike Perry (animator of Broad City) to create a bright and bubbly visual campaign that both educates and entices.”
The “Get That Good Gut Feeling” campaign will launch with a digital video, streaming commercial ads on major platforms and national out-of-home advertising.
“We think education and awareness is key in promoting good gut health, but it is important for Health-Ade to stay true to itself and make those messages fun, uplifting and easily digestible,” said Charlotte Mostead, VP of marketing at Health Ade.
Bubly Honors LGBTQ+ Chosen Families & Safe Spaces with Short Film
In conjunction with Pride Month, Pepsi’s bubly sparkling water has unveiled a short film, “Coming Home,” that showcases an LGBTQ+ nightlife space and the chosen families that find each other there.
The film features musician Naomi McPherson and their band MUNA’s new song, “Home By Now,” actress Kimia Behpoornia and drag artist Eureka O’Hara. McPherson plays Jac, a nonbinary person, and their journey navigating an LGBTQ bar alone before being welcomed into the inner circle of a new friend, Christina.
“Even for those in the LGBTQ+ community who have the acceptance of their biological family, chosen families are often the ones who truly understand their experience on a deeper level – providing them the sense of belonging they’ve been seeking all their lives,” said Zach Harris, VP, Water Portfolio at PepsiCo Beverages North America, in a press release.
As many safe spaces in the LGBTQ+ community have been forced to shutter their doors due to the ongoing pandemic and staffing shortages, bubly is joining forces with Stonewall Inn Gives Back Initiative and providing $100,000 to support the organization’s efforts to protect LGBTQ+ safe spaces.
“Through ‘Coming Home,’ our donation to SIGBI and the LGBTQ+ safe spaces we’re assisting, bubly is proud to be highlighting safe spaces where chosen families can be free to be who they are,” said Harris.
Additionally, bubly will be providing grants to safe spaces in need of support, including The Apartment Lounge in Grand Rapids, Michigan, InCahoots Nightclub in Jacksonville, Florida, Boycott Bar in Phoenix, Arizona and South Press Coffee in Knoxville, Tennessee.
MTN DEW Launches ‘Lost Treasures’ Sweepstakes As Baja Blast Returns
MTN DEW announced this week that it is bringing back its Baja Blast and Baja Blast Zero Sugar varieties just in time for summer.
Additionally, the brand will be adding two new flavors to the Baja lineup: Baja Mango Gem and Baja Gold, a tropical pineapple flavor. For the first ever, MTN DEW will also be launching an energy drink with Baja Blast flavor, which has added benefits of citicoline, zinc and caffeine.
In conjunction with the new flavor releases, fans will be able to enter the Lost Treasures of Baja Island Sweepstakes with a grand prize of Baja Deep Dive, an exclusive never-before-released flavor.