OLIPOP Teams Up with Camila Cabello to Launch First Ad Campaign
Functional soda maker OLIPOP has announced the launch of its first ad campaign, “Real Love Makes Us,” starring Grammy-nominated singer and songwriter Camila Cabello.
The first 30-second ad spot, entitled “How to Be Camila,” provides a behind-the-scenes look at the ‘Havana’ singer’s everyday life. Cabello can be seen enjoying family dinners, late-night karaoke sessions with friends and cooking sessions with her abuela.
According to the brand, this unfiltered portrait of the singer’s life was designed to “remind viewers of the joy found in life’s little moments.”
“Working with OLIPOP on this campaign has truly been a passion project for me. Coming together with my family and friends and sharing moments of connection throughout my life, from family gatherings, sharing meals, to relaxing with friends, has truly helped shape me into who I am,” Cabello said in a press release. “This ad lets everyone see a glimpse of the real moments that make me feel supported and connected to my family and friends.”
The news comes after the Cuban-born singer/songwriter joined the brand as its first major brand partner in September. She had previously been announced as an OLIPOP investor in February 2022.
“Soda is a powerful source that has historically brought people together and fostered social cohesion, family bonding and lifelong memories,” said OLIPOP founder and formulator Ben Goodwin in the release. “Our new campaign goes back to why I created OLIPOP in the first place – to allow consumers to enjoy soda once again without any sacrifice on taste or health.”
“How to Be Camila” was directed by award-winning filmmaker Daniel Mercadante and created with Squint Consulting.
Concurrently, the functional soda brand will roll out a new feature on its site, “Soda That’s Made to Share,” enabling consumers to customize a “Pair & Share” 12-pack with two flavors of their choice. The feature is slated to launch May 2.
OLIPOP will make a $2 donation for every “Pair & Share” 12-pack sold between May 2 and July 31, up to $50,000, to Partnership for a Healthier America (PHA). The donation will help PHA give families in need up to 140,000 servings of fruit and vegetables, according to the brand.
Pure Leaf Lower Sugar Unveils ‘In-Faux-Mercial’ Starring Coco Jones
Following last year’s ‘Subtly Sweet Hotline’ ad spot, Pure Leaf has again teamed up with singer Coco Jones to debut its new in-faux-mercial.
“Working with Pure Leaf on the ‘Subtly Sweet Hotline’ last year was both incredibly fun and fulfilling,” said Jones in a press release. “I can’t wait for our fans to see this year’s twist on the subtly sweet ‘no’ – and I hope it will, once again, help people to build new boundaries with a new sense of confidence.”
The new 71-second video turns the “overly sweet,” polished theme of a classic infomercial on its head with Jones’ new technique of saying no when faced with pressure to be too sweet. The ad is now airing on YouTube, on Jones’ TikTok channel and on Peacock.
Pure Leaf Iced Tea launched its Lower Sugar last year to provide consumers “ a refreshing option that says ‘no’ to artificial sweeteners while saying ‘yes’ to great taste with lower sugar content.” Available in three flavors – Subtly Sweet Black Tea, Subtly Sweet Peach and Subtly Sweet Lemon – each 18.5 oz bottle contains 20 calories and 5 grams of added sugar, which is 85% less sugar than the brand’s Sweet Tea products.
In conjunction with the debut of the ad spot, consumers can visit GetSubtlySweet.com now through May 8 to enter for a chance to win a free bottle of Pure Leaf Lower Sugar Iced Tea. Additionally, 260 viewers will win a “Subtly Sweet Suggester” – a mini Pure Leaf Lower Sugar bottle that reveals “subtly sweet sayings” when shaken.
“Coco’s infectious personality and natural aura of confidence made her the perfect in-faux-mercial host for ‘As Seen On Pure Leaf’. The tongue-in-cheek in-faux-mercial style of this spot is the perfect platform to promote our real brewed Subtly Sweet line of Lower Sugar Iced Teas,” said North America Pepsi Lipton Partnership general manager Julie Raheja-Perera in the release.
Liquid Death Partners with Travis Barker to Lauch Enema Kit
As a tribute to Blink 182’s breakthrough album Enema of the State, Liquid Death has partnered with the band’s drummer, Travis Barker, to launch its new enema kit.
The Travis Barker Enema of the State Kit includes a custom-branded enema bulb and a 19.2 oz. can of Liquid Death autographed by the drummer. Described as a “limited edition collectible adult art piece,” the brand states on its site that the kit is not intended for use as a real medical device.
“Travis Barker played drums on the hit album Enema of the State. Does that make him an expert on enemas? No. And neither are we,” said Liquid Death in a LinkedIn post. “But together, we are launching a revolutionary kit that might turn all of your dreams into a reality.”
The Travis Barker Enema of the State Collectible Kit retails on the brand’s site for $182 but is currently sold out.
Bryce Young Inks Deal with BODYARMOR
Bryce Young, the first pick of the 2023 NFL draft, has inked a new marketing deal with Coca-Cola-owned sports drink brand BODYARMOR.
As part of the deal, the Carolina Panthers quarterback will be featured in a national ad campaign, local retail events and social media activations. He joins the brand’s existing roster of athlete partners, including Olympic gold medalist Alex Morgan, Atlanta Hawks star Trae Young and San Francisco 49ers running back Christian McCaffrey, among others.
The news comes after The Coca-Cola Company (BODYARMOR and Powerade) saw sports drink sales and volume drop -5.1% and -7.1%, respectively, during the two-week period ended April 8, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research.
BODYARMOR is not the only Coca-Cola sports drink maker to raise brand awareness through a pro athlete partnership – earlier this year, Powerade enlisted NBA star Ja Morant to revamp and revitalize the isotonic sports drink as it integrates underneath the BOYDARMOR business. Powerade was folded into The Coca-Cola Company’s BODYARMOR business unit in 2021.