Minute Maid ‘Brings the Juice’ With WWE
Just in time for its 80th anniversary, Minute Maid is stepping into the ring with World Wrestling Entertainment (WWE) to launch its ‘Bring the Juice’ multi-year platform that is “designed for longevity.”
The partnership, which kicked off on April 14, will include activations at WWE Live Events, such as WrestleMania 41 and SummerSlam, custom broadcast integrations and branding with Raw, WWE 2K25 gaming tie-ins and a collaborative social/digital content series dubbed “Juice Up Your Mondays.”
Additionally, Minute Maid will drop limited edition packaging featuring WWE Superstars Jey Uso, Cody Rhodes and Bianca Belair across its 12 oz. cans, 12-packs and 20 oz. bottles of Lemonade, Fruit Punch and Blue Raspberry drinks. The LTOs are set to roll out in June.
“This partnership allows us to tap into one of the world’s most passionate fan bases and engage Minute Maid lovers – particularly young multicultural consumers – through a culturally relevant entertainment platform. There’s a lot of compatibility between our confident brand voices,” said Jorge Luzio, head of marketing at Minute Maid, in a statement.
Minute Maid’s marketing deal with WWE comes on the heels of its brand refresh in 2023 designed to create a harmonized look for consistency. Though parent company Coca-Cola claims the new look “catapulted the brand to the top of the juice category,” Circana data shows that dollar sales of Minute Maid aseptic juices fell 36.5% in the 52-week period ending February 23, 2025.
Thorne Taps Ben Shelton to Launch New Product Line
Thorne has tapped tennis pro Ben Shelton to star in its new Sports Performance campaign highlighting Daily Electrolytes, the brand’s first product in the crowded on-the-go powdered electrolyte category. Available in three flavors – Watermelon, Blood Orange and Mango Limemade – the new offering has 480mg sodium, 99mg potassium, 40mg magnesium and 0 grams of sugar per serving.
“The campaign makes it clear that Thorne is a key enabler and product authority in helping athletes at every level, as we never stop pursuing improvement,” said Mary Beech, chief growth officer at Thorne, in a press release.
She continued, “[It] is part of Thorne’s broader ‘Thorne For’ platform, which was created to showcase that no matter who you are or what you’re striving for, Thorne has the solutions to help you live optimally.”
The ad spot, created by international creative studio Frosty and directed by Jack Begert, will run through June 8 with DOOH in 11 markets including New York, Los Angeles, Atlanta, Chicago and Miami.
Blue Bottle Coffee Collabs With Marimekko
Blue Bottle Coffee has joined forces with Finnish lifestyle design company Marimekko – known for its printmaking – to launch a collection of merchandise ranging from printed textiles to coffee accessories.
The collaboration, which includes tumblers, coffee mugs, espresso cups with saucers, coffee spoons and tote bags, will launch across 10 Blue Bottle cafés in New York, Los Angeles, Tokyo, Fukuoka, Seoul, Shanghai, Shenzhen and Hong Kong SAR, as well as on the brand’s website, on April 25.
Select cafés will also serve a limited edition Marimekko Latte that reflects the flavors of korvapuusti (Finnish cinnamon roll) with notes of cinnamon, honey, vanilla and orange zest. The drink can also be recreated at home using Blue Bottle Craft Instant Espresso packaged in a limited edition Unikko design.
“Both of our brands share a belief that everyday rituals can be extraordinary when approached with intention. By uniting Marimekko’s bold, timeless design with our dedication to quality coffee, we’ve created an offering that reflects Finnish coffee culture,” said Simone Hodges, chief brand and experience officer at Blue Bottle, in a press release.
Electrolit Scores With Diana Ordóñez
Premium hydration brand Electrolit has added Houston Dash forward Diana Ordóñez to its growing roster of elite athlete partners. According to the brand, the partnership emphasizes its commitment to “promoting health, performance and hydration at the highest level.”
Ordóñez, who led the Dash with five goals in the regular 2024 season, joins teammate Michelle Alozie in Electrolit’s athlete club, which also includes alpinist Viridiana Álvarez and professional skier Janelle Yip, among others.
The news comes just one month after Electrolit extended its partnership with the Los Angeles Marathon, now serving as the event’s official hydration sponsor through 2029. As part of the multi-year agreement, the brand will provide its beverages to the more than 25,000 runners who take on the Stadium to the Stars course each year.
VAI Resort Partners With PepsiCo
VAI Resort, which touts itself as Arizona’s largest upcoming hotel, culinary and entertainment destination, has named PepsiCo its exclusive beverage partner.
Per the agreement, PepsiCo’s portfolio of beverages will be available across the $1 billion resort’s array of venues, including the 11,000-capacity VAI amphitheater, poolside dayclub, luxury hotel suites and signature restaurants.