Propel Taps Michael B. Jordan for New TV Spot
Electrolyte-enhanced bottled water brand Propel and actor Michael B. Jordan have teamed up to launch two new TV spots as the brand goes all-in on its Gatorade roots with a revamped visual identity.
The first spot is a 30-second clip featuring the star of the Creed franchise “making the world his gym” by navigating the obstacles of a changing cityscape. The second spot, a 15-second video, encourages everyday athletes to “support their journey” with Propel’s star ingredients, Vitamin C and zinc.
“As Propel connects with the modern exerciser community, Michael B. Jordan was the partner we knew would help us push forward, as he believes in driving towards progress in all he does,” said Gatorade senior director of enhanced water Emily Boido in a press release.
She continued, “Michael is front and center in this newest spot meant to inspire exercisers to experience the joy that comes from their workouts, while showing how Propel and the efficiency of our Gatorade-Electrolytes empower you in these moments of sweat.
The TV spots have been backed by a strategic media buy across the summer’s key sporting events including the NBA, WNBA, NWSL and tennis with the U.S. Open, Wimbledon and the French Open. They first aired on May 11, timed to the NBA playoffs, across broadcast channels, streaming services, digital and Propel’s social channels.
The campaign also highlights the launch of Propel’s new tablets, the brand’s first beyond-the-bottle offering in nearly a decade. The product was created to meet heightened consumer demand for convenient and sustainably-minded options.
Available in two flavors at launch – Orange Raspberry and Lemon Blackberry – each Propel tablet contains 220mg of sodium and 70mg of potassium. Additionally, Gatorade has launched Gatorade Zero tablets in Watermelon and Lime flavors.
According to a recent industry analysis by Fact.MR, the global water enhancer market is projected to grow at a CAGR of 9.4% between 2022 and 2032. Top competitors in the arena include waterdrop and Nuun.
Propel tablets are currently available online via the brand’s website and are slated to roll out into retail next month and expand to include Grape and Kiwi Strawberry flavors.
Pellegrino Celebrates Continued Partnership with Stanley Tucci
In a continuation of its multi-year partnership with Academy Award-nominated actor Stanley Tucci, S. Pellegrino has released its newest ad campaign, “Perfect Moments Secondi.” The brand announced its deal with The Devil Wears Prada star in February 2022.
“As we continue our exciting partnership with Stanley Tucci, we’re encouraging fans to savor more of life’s perfect moments this summer […] as a brand deeply rooted in Italian culture, this new creative aims to bring the essence of Italy stateside,” said S. Pellegrino marketing director Thomas Conquet in a press release.
The six and 15-second ads show the Italian-American actor basking in the sun while hosting a picnic at home with family and friends and sipping on an S. Pellegrino Essenza. Currently available in three flavors – Dark Morrello Cherry & Pomegranate, Lemon & Lemon Zest and Blood Orange & Black Raspberry – the sparkling beverage is available in 8-packs of 11.5 oz. cans.
Created in partnership with creative agency Ogilvy, the new ads spots will air across digital and social channels from mid-May through mid-October.
“The Italian way of life is all about serving life’s perfect moments – whether preparing a casual dinner at home, enjoying a picnic or sipping a midday coffee alfresco,” said Tucci in the release. “S. Pellegrino Essenza is a natural part of those cherished moments – and I love that it allows me to add a touch of Mediterranean fruit flavor to my more casual dining occasions.”
Pure Leaf Teams Up with Author Elaine Welteroth for “No” Grant Program
Following the release of its “In-Faux-Mercial” with Coco Jones, Pure Leaf has joined forces with author and journalist Elaine Welteroth to launch the second year of its “No” grant program.
Through the program, the iced tea brand supports women who want to say “no” more in their life and help them dismantle the barriers standing in their way. In total, Pure Leaf will award mothers a total of $400,000 in grants.
“From balancing everyday household tasks like packing lunches and folding laundry to tackling daycare dropoff before an early morning meeting – saying “no” a mother is often discouraged,” read a press release. “Nearly ⅔ of moms have questioned their value because they were overwhelmed with doing it all.”
To apply for a “No” grant, mothers can visit the Pure Leaf website and share how the money would make a difference in their life as well as what saying “no” to doing it all means to them. As well, each applicant will receive access to a “No is Beautiful” self-guided resource and online community for moms to celebrate “no” in motherhood together.
GHOST Energy, Electrolit Ink Deals with Music Festivals
Wellness and lifestyle brand GHOST has sparked an electric new partnership with Insomniac, a music festival and live event creator.
The partnership kicked off at the Electric Daisy Carnival (EDC) in Las Vegas with the debut of a new limited-edition GHOST ENERGY flavor, Wide Awake Watermelon, wrapped in an EDC-themed can design. The can also features glow-in-the-dark and blacklight-activated elements.
“Authenticity is undefeated. The GHOST story has always been about finding opportunities to combine real passion with partnership,” said GHOST co-founder and CEO Dan Lourenco in a press release. “Music and community have been a big part of our DNA and working with the revolutionary Insomniac team to bring new energy to a deeper level of collaboration to EDC Las Vegas and all Insomniac events is a dream come true.”
As part of the multi-year deal, GHOST will be the exclusive energy drink partner at all Insomniac events and festivals nationwide.
“We are always on the lookout for partners who can bring fresh and exciting elements to our experiences,” said Insomniac founder and CEO Pasquale Rotella in the release. “By combining GHOST’s growing presence with Insomniac’s extensive lineup of festivals and events, we are creating a dynamic collaboration that will elevate the festival experiences of our headliners throughout the entire year.”
Elsewhere, hydration beverage brand Electrolit inked a deal with Shaky Knees Music Festival 2023 in Atlanta, Georgia. There, the brand had an onsite activation where concertgoers could sample Electrolit’s newest flavor, Blue Raspberry, which was announced in late February.
More Notable Marketing News:
- Pepsi has teamed up with Bad Bunny to invite consumers to “Press Play All Summer” with an exclusive three months free of Apple music with the purchase of select limited edition PepsiCo beverages.
- Monster Energy spinout REIGN Total Body Fuel has been named the official sponsor of Spartan Race and Tough Mudder in the U.S. and Canada. The expanded partnership comes after the brand’s successful 2022 partnership with Tough Mudder.