Charles Barkley Takes Center Court with Coco5
Coconut water-based hydration beverage Coco5 is continuing its push from locker room staple to fast-rising wellness player with a new ad campaign starring co-owner and retired NBA Hall of Famer Charles Barkley.
The campaign will kick off with in-store displays rolling out shortly, expanding into national advertising channels later this year. The brand is swapping out its spot in the sports drink set in favor of the enhanced water aisle as it seeks to become a daily go-to for functional hydration, especially for female consumers.
Coco5 was founded in 2010 by Mike Gapsi and Scott Sandler and developed in coordination with the NHL’s Chicago Blackhawks. In 2022, the brand was acquired by Jim Reynolds, founder of investment banking firm Loop Capital, alongside NBA stars including Devin Booker and Charles Barkley, among others.
The new marketing campaign comes on the heels of Coco5’s visual rebrand last September, which has been a big boon for the business. Marketing lead Tyler Farnsworth previously told BevNET that within three months of the rollout, the brand’s Passionfruit Flavor went from one of its worst-performing SKUs to its top seller.
“The formula in the bottle didn’t change, the packaging changed – and the level of attraction to that has been really fun to watch in the market,” Reynolds told BevNET at the time of the packaging refresh.
Offered in six flavors – Cherry, Pineapple, Limón, Coconut, Orange and Passionfruit – Coco5’s products are available in over 7,000 doors nationwide, including Sprouts, CVS and Target, among other retailers.
C4 Scores with Saquon Barkley
Nutrabolt-owned energy drink brand C4 recently expanded its presence in professional sports by celebrating “Saquon Barkley Appreciation Day,” complete with a social giveaway, limited edition merch and a Philadelphia takeover featuring a mobile celebration that wrapped up at Lincoln Financial Field for the Philadelphia Eagles season opener.
For fans who were unable to partake in the Appreciation Day festivities, the C4 x Saquon Barkley merch – including a t-shirt and eye black – is available for purchase on the brand’s website. As a nod to #26, C4 will donate $26 from every shirt sale (100% of proceeds) to the Michael Ann & Saquon Barkley Hope Foundation.
Cornbread Hemp Announces College Athletics Partnership
Through its new partnership with the University of Louisville, Cornbread Hemp has secured what it claims to be the first ever THC beverage sponsorship in Division I college athletics. Terms of the deal were not disclosed.
“For generations, Louisville has been a global capital of adult beverages, from its bourbon heritage to its thriving craft beer scene. The city known as the bourbon gateway to the world is now also at the forefront of cannabis beverages, thanks to Cornbread Hemp’s leadership in the category,” the brand wrote in a press release.
The “landmark” partnership comes amid a shifting landscape for hemp-derived THC-infused drinks. Earlier today, Texas Governor Greg Abbott signed an executive order mandating age restrictions on the sale of hemp-derived THC products, approximately three months after he vetoed a bill that would have outlawed the intoxicant entirely in the state.
Travis Kelce Invests in RECOVER 180
Travis Kelce may have gotten engaged to Taylor Swift last month, but he’s also courting a new partner: RECOVER 180. The NFL superstar has joined the organic sports drink brand as an investor and brand partner.
“When it comes to performing at your highest level, quality matters. I’ve been drinking RECOVER 180 because it’s clean, organic hydration with ingredients that support peak performance,” said Kelce in a statement. “Having a healthier recovery option is a game changer, and I love investing in something that’s truly pushing the category forward.”
Kelce joins RECOVER 180’s growing roster of professional athletes and cultural figures, which includes Austin Reaves, Brock Purdy, Jared McCain, Kyler Murray and Buddy Hield, among others.
“Travis is a generational talent and a true culture shifter. He embodies the energy, influence and competitive spirit that define RECOVER 180, and having him on the team is an incredible validation of our mission and the product we’ve built,” said Lance Collins, CEO, in a press release.
Other marketing news from across the industry:
- Snack and seltzer brand Hal’s New York has partnered with Band of Parents, a nonprofit focused on funding innovative research and treatment for neuroblastoma, on a marketing campaign for Childhood Cancer Awareness Month.
- MUG Root Beer is seeking to make a splash in the fashion world with the launch of the Float Tote. The insulated mini bag is “inspired by the iconic, rich dark brown hues of America’s popular sweet treat.”
Coconut water brand Vita Coco will bring an immersive pop-up fitness experience, dubbed the “Concret Jungle Gym,” to New York City on September 20 and 21. The event will include interactive challenges and fitness classes designed for high-intensity movement. This isn’t Kelce’s first time investing in the beverage industry. The NFL superstar also backs tequila/tequila soda maker Casa Azul Tequila, and is a co-owner of Columbus, Ohio-based Garage Beer alongside his brother Jason.