‘Pitch Perfect’ Pals Reunite for Splash Refresher
Primo Brands has recruited Hollywood talent to help boost its new sparkling Splash Refresher line, launching its new “Besties” campaign starring Anna Kendrick and Rebel Wilson.
The 360-campaign, launching today with a national 30-second TV spot, highlights Kendrick and Wilson’s real life friendship and “pays tribute to the power of female friendship wrapped in the actresses’ signature humor.”
“When I first tried Splash Refresher Sparkling Beverage, I was like, ‘Wait. Why does this feel like a holiday in my mouth?'” said Wilson. “It’s bubbly, it’s fun, and suddenly I’m the most hydrated I’ve ever been. Plus, getting to do this campaign with my bestie? Yes please. We basically turned drinking flavored water into a party.”
Splash Refresher launched in 12 oz. cans in stores earlier this month in four zero sugar, zero calorie flavors: Kiwi Watermelon, Rocket Freeze, Blood Orange and Black Cherry.
Crystal Geyser Teams With Soccer League
Crystal Geyser Alpine Spring Water is aligning with the United Soccer League (USL) as its new official water partner and a presenting partner of league games on Spanish-language broadcaster TUDN.
The multi-year deal will see Crystal Geyser integrated across national and local USL platforms through its “Find Your Source of Greatness” campaign, a YouTube video series showcasing interviews with players, coaches, fans, and executives. The brand will also be part of on-site activations and USL Youth & Academy events, the latter of which it is the official presenting sponsor.
“Crystal Geyser is proud to team up with the United Soccer League,” said Anne-Charlotte de La Porte, VP of Marketing at CG Roxane. “This partnership provides a great opportunity to support aspiring athletes and connect with fans who share our values of an active lifestyle community.”
She continued, “We believe soccer’s burgeoning popularity, especially with the younger generation who will champion healthy living in the future, aligns perfectly with our brand. We look forward to a successful collaboration.”
Simply Pop Gets “Basic”
Prebiotic pops are getting their own podcast, as Coca-Cola is teaming with “Pretty Basic” creators/hosts Alisha Marie and Remi Cruz to bring the show on the road.
Billed as the “Spill the Pop” Tour, the partnership will see Marie and Cruz “bring Simply Pop’s vibrant personality to life through juicy confessions, surprise guests, and unforgettable on-stage moments.” The tour kicks off on April 30 in Los Angeles at the Novo Theatre, and has dates lined up for Denver, Miami and Atlanta. Tickets are free with RSVP, but space is limited.
Coconut, Meet Pickle
It already has an official bourbon, an official gin, and an official plant-based milk — now Major League Pickleball (MLP) has a coconut water.
Once Upon a Coconut (OUAC) announced its official partnership with MLP last week, and is marking the multi-year collaboration by hydrating athletes and fans at the league’s season kick-off starting today in Orlando, Florida.
“We’re thrilled to partner with Major League Pickleball, a league that reflects energy, competition, and excellence—values that Once Upon a Coconut shares,” said John Chiorando, CEO of Once Upon a Coconut. “We’re excited to bring our coconut water to an even broader audience, offering a healthy, delicious alternative to sugary sports drinks.”
Spanish Soccer Stars Align for Powerade
They may be rivals on the football (soccer) pitch in Spain, but FC Barcelona’s teenage superstar Lamine Yamal and Real Madrid’s Champions League-winning forward Rodrygo are teaming up to front a new campaign from Powerade, which kicks off with a pair of films exploring how the athletes prepare themselves mentally and physically “to perform in their biggest moments.”
Yamal will feature in “The 304,” which shows the 17-year-old Spanish forward showing him in a moment of reflection as he “imagines himself atop Rocafonda’s now-iconic wall, drawing strength and inspiration from his hometown to fuel his vision on the field,” per a press release. Meanwhile, Rodrygo’s “My First Love” is an affectionate reflection on how the Brazilian star’s childhood passion for futsal inspired his game as a pro.
The partnership underscores Powerade’s commitment to soccer sponsorships and to “own key moments” at events like the upcoming 2025 FIFA Club World Cup, 2026 World Cup and 2027 Women’s World Cup.
Monster Takes Stagecoach
When we say Monster Energy is bringing the dance floor to Stagecoach, we mean literally.
As the country music festival’s exclusive energy drink partner this weekend, Monster will bring a 50×60-foot activation area — dubbed the Monster Honky-Tonk Dance Floor — featuring line dancing lessons and music by Dan Moon, plus a live performance from Conner Smith.
A second on-site activation will spotlight Java Monster. At The Coffee Grounds, expect to get plenty of coffee, plus line dancers, customizable country gear, custom bandana embroidery, and giant lawn games.
Chamberlain Collaborates with Dove
An Oat Milk and Berry Brûlée latte sounds like it might taste good. But how does it lather?
No need to wonder any longer: to celebrate the launch of Dove’s new Plant Milk body care collection, the skin care brand has teamed with Chamberlain Coffee for a special latte available starting tomorrow at Chamberlain’s cafe in West Century City Mall in Los Angeles. The collaboration will also be available at “treat trucks” stationed at some L.A. area college campuses this weekend.
Singer Morris Enters Storm
Monster has enlisted singer-songwriter Maren Morris as the new face of Reign Storm Energy.
The Grammy award-winning “My Church” singer will be part of upcoming Reign Storm campaigns and special events throughout 2025, per a press release. Morris and Monster will also collaborate on a mentorship program for young musicians to “help them define their sound and launch their careers.”
“Maren Morris represents everything Reign Storm stands for – strength, individuality and bold authenticity – making her the perfect ambassador,” said Dan McHugh, Global CMO of Monster Energy. “We’re excited to partner with her.”