Many distance runners prefer a little caffeine before heading out for a jog. At a recent three-day running festival, mushroom coffee brand Everyday Dose provided the benefit of functional ingredients to the pre-run ritual.
Everyday Dose was the sole coffee sponsor of health and wellness festival Runningman this past weekend, bringing an immersive on-site café and activations like morning DJ sets and a mocktail hour. The brand used the experiential marketing opportunity to connect with a like-minded customer base and position the brand in the “lifestyle conversation rather than just ‘sports fuel,’” said Everyday Dose founder and CEO Jack Savage.
“Traditional road races and marathons focus on performance and competition. Runningman is a full lifestyle immersion,” Savage said. “It blends wellness, culture, music, and community over several days, creating a space for us to integrate more deeply into people’s routines, from their morning coffee to their evening wind-down rituals.”
Everyday Dose blends coffee or matcha with functional ingredients like Lion’s Mane and Chaga mushrooms, grass-fed collagen and L-theanine for “jitter-free” focus and clarity. The digital-native brand recently expanded in brick-and-mortar stores with Target.
This weekend marked the third year of the Runningman Festival at Kingston Downs in Rome, Ga. The three-day event, founded by entrepreneur Jesse Itzler and fitness influencer Devon Lévesque, combines distance running with yoga, spinning, cold plunges and other wellness-based activities. It also hosts speakers and live musicians in a more traditional festival format.
Along with directly connecting with consumers, Everyday Dose tracked ROI for the event using metrics like total drinks served, hands-on product trials, festival-driven social mentions and influencer coverage, QR scans, and online sales following the event.
Wellness-focused brands in the adult non-alcoholic alternative and intoxicating hemp categories are increasingly seeing an opportunity to build brand awareness among value-aligned consumers by sponsoring festivals.
Taste Salud Backs Mexican National Soccer Teams’ U.S. Tour
Hydration mix brand Taste Salud is now the official Hydration Partner of The Federación Mexicana de Futbol (FMF) for the MexTour, which brings the Men’s and Women’s Mexican National Soccer teams to the U.S. for a multi-city tour of friendly matches.
The multiyear deal with FMF’s commercial arm and partner of Mexico’s annual U.S. tour, Soccer United Marketing (SUM), offers Taste Salud activations at in-stadium events, exclusive promotions, and fan engagement programs with current and former players.
Founded by actor Josh Leyva and nutritional supplement industry veteran Tyler McCann in 2021, Taste Salud’s FMF partnership aligns with the brand’s connection to the Latino community. The FMF sponsorship follows Taste Salud’s collaboration with iconic Mexican soft drink Jarritos on a two-flavor release in June.
RC Cola’s First Ad Campaign In 40 Years
Nostalic soda is all the rage these days, with Slice relaunching under Suja Life ownership and supplement maker Redcon1’s licensing of Jolt Cola. Another 1980s era soda brand, RC Cola is reintroducing itself to consumers with its first ad campaign in 40 years under the tagline: “Not a soft drink. Just damn good cola.”
The new marketing campaign is centered on the Chicagoland area where it will be using geo-targeted ads on social media platforms and retail activations in stores and at events. The brand has also partnered with the Chicago Bears.
Popwell ‘Cooks’ With Breaking Bad
Talking Rain’s modern soda brand Popwell released a marketing campaign featuring actress Anna Gunn reprising her role as Skyler White – unwitting wife to teacher-turned-meth-cook Walter White – from the acclaimed television show “Breaking Bad.”
In the new ad spot, a nod to the 10th anniversary of the beloved show’s last Emmy win, Gunn slyly references her on-screen husband’s side job, noting how, unlike cold-crafted Popwell, some prebiotic sodas “cook the flavor out of their ingredients,”