Halfday Encourages Consumers to Take a Half Day
Looking for an incentive to use your accrued PTO? Well, Halfday has you covered.
The canned iced tea maker is encouraging consumers to “take a half day on us” with its newest ad campaign, giving cash to 100 people to make the most of their unused PTO.
According to a new survey from YouGov and Halfday, 40% of working individuals haven’t taken time off in at least a year or more. Additionally, 52% of respondents said they feel guilty about taking time off for themselves. But Halfday is looking to change that.
Starting today, consumers can nominate themselves, their boss, “or just someone that you casually acknowledge” by filling out a short form on the brand’s website. To promote the campaign, Halfday has released its “PTO PSA” ad promoting better work-life balance that is “sponsored” by the (totally real) Society of the Prevention of Giving Way Too Many F*cks About Dumb Stuff That Doesn’t Matter Anyway.
The new campaign comes on the heels of Halfday’s “mature and modern” packaging update that highlights its evolution from next-generation startup into a growing insurgent brand. The revamped look reorients the brand’s name on-can and features callouts like “prebiotics” and “new era iced tea.
S. Pellegrino Taps Michael Imperioli and Steve Schirripa
The Sopranos stars Michael Imperioli and Steve Schirripa have reunited on-screen for S.Pellegrino’s “With Love, Italy” campaign, which showcases the brand’s latest beverage, CIAO! The ad pokes fun at the duo’s past “wise guy” personas as they go door-to-door delivering the new product.
The integrated campaign, led by Ogilvy and produced in partnership with Hogarth New York, Spark & Riot, Cabin and Company3, includes organic and paid digital and social content.
Available in four flavors – Peach, Blood Orange, Lime and Cherry – the CIAO! sparkling water line is crafted with real fruit juices and a pinch of Sicilian salt. Each 11.15 oz. can contains 10 calories or less, depending on the variety, and has zero added sugars.
CIAO! is rolling out to retailers nationwide this month with a SRP of $5.99 per 6-pack.
Coca-Cola Unveils Immersive Stories Experience
The 139-year-old Coca-Cola Company hopes to help fans experience the brand’s history “like never before” with its immersive Coca-Cola Stories experience.
Opening on April 11 at The World of Coca-Cola in Atlanta, Ga., the ticketed experience allows consumers to view floor-to-ceiling displays of authentic brand artifacts and story collectives, walk through an immersive Coca-Cola town setting inspired by key moments in its history and engage in unique photo opportunities (including posing with a 1939 delivery truck).
Fans can purchase general admission timed entry tickets on The World of Coca-Cola website for $23 to $26 per adult and $19 to $22 per child, depending on the date/time.
Seattle’s Best Coffee Brews Up Campaign with Joel McHale
Comedian Joel McHale, a Seattle native, has partnered with Seattle’s Best Coffee to brew up a humorous new campaign celebrating the 56-year-old brand’s revamped packaging and new Campfire S’mores flavor.
Titled “May Smoother Coffee Bring Smoother Coffee Bring Smoother Days,” the ad seeks to capture how Seattle’s Best Coffee makes life’s tough moments – like car troubles or children’s birthday parties gone awry – a little bit easier. Created by Los Angeles-based creative agency HAYMAKER, the campaign will run across national television and digital and social media platforms this spring.
“Much like Seattle’s Best, I have West Coast roots in my coffee. In fact, my first job was working at a coffee cart, so being part of this campaign was a satisfying, full-circle moment,” said McHale in a statement.
Seattle’s Best’s Campfire S’mores Flavored Coffee is crafted with 100% Arabica beans and features tasting notes of – you guessed it – toasted marshmallow, milk chocolate and honey graham cracker. The new offering is available at retailers nationwide in both ground (SRP $8.99/11 oz. bag) and K-Cup (SRP $7.99/10-count box) formats.
Celsius Goes on Tour With Breakaway
Celsius is looking to bring the vibes to the Breakaway Music Festival Tour.
This year, the energy drink brand will return as the festival’s official presenting sponsor and exclusive energy partner. Additionally, Celsius has been named Breakaway’s first-time exclusive hydration partner, spotlighting its new line of electrolyte-based sticks with zero sugar, B vitamins and essential electrolytes.
Each stop on the Breakaway tour – including Phoenix, Tampa, Atlanta, Ohio, Minnesota, Michigan, Massachusetts and Philadelphia, among others – will also serve as a stop on the Celsius Essential Vibes Tour, a series that “brings the energy” to music festivals and concerts nationwide, per the partnership announcement.
“This partnership is a natural fit, bringing together high-energy live music and unforgettable experiences in the moments where attendees are seeking refreshment and energy,” said Kyle Watson, CMO of Celsius, in a statement. “Breakaway festivals provide the perfect setting to co-create immersive brand experiences that position Celsius as the go-to festival beverage while bringing the ‘Live Fit’ lifestyle to music enthusiasts across the country.”
Celsius will have an expanded presence at every stop in 2025 with the Celsius Vibe House, a retro-themed space inspired by one of the brand’s latest flavor drops. The space will feature full can sampling, photo ops, lounge seating, and interactive games. Festival goers can also visit Celsius-branded hydration stations throughout the day.
Once Upon a Coconut Swings Big with Jazz Chisholm, Jr.
Coconut water purveyor Once Upon a Coconut (OUAC) has hit a homerun with New York Yankees second baseman Jazz Chrisholm, Jr. As the brand’s latest brand ambassador and shareholder, the MLB star will lead marketing initiatives, engage with fans through social media activations and participate in giveaways.
“[Jazz’s] energy and passion align with what [OUAC] stands for – more than just hydration, but a lifestyle of feeling good and being part of something bigger. We’re beyond excited to have him join the family and to support his charitable efforts,” said John Chiorando, CEO of OUAC.
Additionally, OUAC will “play an active role” in supporting the MLB star’s charity, the Jazz Chrisholm Foundation, which focuses on fostering the well-being of young athletes and their families from high-need communities in Florida and the Bahamas.
More Marketing News From Across the Industry:
- Electrolit, the official hydration beverage of Coachella, has launched a multi-channel marketing campaign to celebrate the upcoming festival season. The campaign includes billboards and transit ads, partnerships with digital platforms and an activation site/hydration station at Coachella.
- Rum-based coconut liqueur brand Malibu has joined forces with actor Brian Cox to encourage consumers to “Clock Off” and ditch overwork. Kicking off the partnership, Cox stars in a new ad sporting a pink bathing suit and vintage roller skates.