Evolution Fresh Hosts Soda-powered Car Wash with Bretman Rock
Earlier this week, better-for-you soda producer Evolution Fresh hosted a “soda-powered” car wash using cleaner with the same rust-removing phosphoric acid often found in traditional CSDs. The provocative stunt, aimed at raising brand awareness and helping consumers kick Big Soda to the curb, advised fans, “De-rust your ride. Not your inside.”
In partnership with agency partner BSSP and influencer Bretman Rock, the brand cleaned nearly 400 cars and handed out 500 cans, including its newest flavors, Cherry Cola and Pineapple Dragon Fruit.
“We want to be on everyone’s radar, whether it be consumers who can’t kick their guilty pleasure of drinking traditional soda, or those who are seeking better-for-you alternatives,” Molly White, CMO of Generous Brands, told BevNET via email. “Partnering with a culturally relevant powerhouse like Bretman helped us generate that mass appeal and reach a broad audience.”
While Evolution Fresh is still awaiting full campaign metrics from its car wash stunt, pre-event and day-of content on its Instagram and TikTok pages garnered over 286,000 impressions, over 1,000 engagements (likes, comments, shares and reposts) and reached over 256,000 accounts. Additionally, the brand gained 242 new followers between August 5 and August 19 without any paid media push.
Evolution Fresh introduced its Real Fruit Soda line in June 2024, venturing beyond the cold-pressed juice category. Available in six flavors – Tropical Mango, Strawberry Vanilla, Orange Squeeze, Berry Burst and the aforementioned Cherry Cola and Pineapple Dragon Fruit – each 12 oz. can contains real squeezed fruit and prebiotic fiber, and has just 5 grams of sugar.
According to White, the brand has differentiated itself in the increasingly crowded “modern soda” set by being one of the first brands to develop a better-for-you alternative crafted with real squeezed USDA Certified Organic fruit.
“While soda is a guilty pleasure for many of us, that doesn’t mean we have to eliminate it from our lives. Instead, we can quench our thirst with better-for-you options that still offer the same bold taste as traditional soda but contain real ingredients and functional benefits. Evolution Fresh’s organic Real Fruit Soda does just that,” said White.
BRCC Scores with Army West Point Athletics
Veteran-founded Black Rifle Coffee Company inked a multi-year partnership with Army West Point Athletics and its exclusive multimedia rights owner, Army West Point Sports Properties.
As part of the deal, BRCC will serve as the official coffee of West Point’s pre-game radio program, the Army Football Tailgate Show. The partnership also provides the coffee company with intellectual property rights for the use of Army West Point Athletics logos and marks, product sales at concessions, in-game and cross-point signage, hospitality and targeted digital campaigns via Fan365.
“West Point is the epitome of grit, discipline and leadership. Black Rifle was built on the same values,” said Donny Jensen, CMO of BRCC, in a statement. “We’ve got West Point graduates on our team, and now we get to fuel the next generation of leaders on game day.”
Cann, Canopy Team Up for ‘Happy Shower Happy Hour’
If you’re looking to elevate your wellness routine, this partnership should get you to a higher level.
In a rather unexpected move, THC-infused beverage maker Cann joined forces with Canopy to launch a limited edition teal and pink version of Canopy’s award-winning Handheld Filtered Showerhead.
The showerhead comes with an exclusive Cann-inspired aroma kit featuring three scents: Grapefruit Rosemary, Lemon Lavender and Blood Orange Cardamom.
Coffee Mate Casts Spell with Harry Potter
To celebrate the launch of its Harry Potter-inspired creamers, Toffee Cauldron Cake and Zero Sugar White Chocolate Peppermint Toad, Coffee mate is hosting a Honeydukes Cafe pop-up in Chicago.
The two-day event, which will take place on August 29 and 30, invites fans to sip on specialty beverages crafted with the new limited edition creamers and featuring everything from color-changing cups to “dazzling” foam artistry.
For fans who can’t attend the event, the Coffee mate x Harry Potter creamers are available at grocery stores nationwide with a SRP of $4.49 per 28 oz. bottle.
The Toxic Avenger Becomes Liquid Death’s Newest Spokesperson
Ahead of the upcoming film release, Liquid Death is promoting “The Toxic Avenger Unrated” with a new campaign starring Toxie himself (portrayed by actor Peter Dinklage). The new ad promotes the brand’s soda-inspired sparkling water flavors while warning about the dangers of high-sugar soda.
“I’m arguably the most unhealthy person on the planet – I fell into a vat of toxic waste. But listen, kids, there’s one thing even I won’t put into my body: soda,” says janitor-turned-superhero Toxie in the “PSA.”
Liquid Death’s soda-inspired sparkling water flavors, including Killer Cola, Doctor Death and Rootbeer Wrath, contain 90% less sugar than leading sodas and are available at Amazon, Target, Walmart, Whole Foods and Ralphs.