Rambler Sparkling Water Encourages Consumers to “Chug Life”
Rambler Sparkling Energy is attempting to redefine what a non-alcoholic beverage can looks and feels like with its “boldest” campaign to date: “Chug Life.”
The campaign taps into “social-first, culture-forward” partnerships with pro skateboarder Leo Romero, Austin punk band Die Spitz and cliff diver Jakob Winokur. Additionally, Rambler hit the road with MTV legend Riki Rachtman (Headbangers Ball) and Harley Davidson on a 13,000-mile cross-country motorcycle tour that culminated at the Glacier View Car Launch on July 4.
The event, which launched a 1987 Jeep Grand Wagoneer off a 300-foot cliff, didn’t exactly go as planned but still earned the brand increased visibility.
“Summer flew! Our Jeep Grand Wagoneer did not. If there’s one thing we learned, if you’re gonna ramble, sometimes you gotta gamble,” shared the brand in an Instagram post. “We’d like to remind you that not all sparkling waters are created equal. Rambler’s limestone mineral blend and crisp carbonation are unmatched.”
Founded in 2015, Rambler positions itself as “water that drinks like a beer,” with Americana- and vintage beer can-inspired packaging for its carbonated mineral water that’s infused with calcium, magnesium and potassium. Available in six flavors – Blackberry, Grapefruit, Original, Lemon-Lime, Satsuma and Wild Cherry – the naturally-flavored sparkling water contains zero calories and zero sugar. Alongside retailers like H-E-B, Target and The Fresh Market, Rambler is available at eateries and bars nationwide.
Most recently, the Texas-based brand returned as the Official Sparkling Water of Austin City Limits (ACL) Fest, where it sold Rambler Tall Boys (read: 16 oz. cans) and two Rambler-based cocktails to festivalgoers. Concerts and festivals have become a hotspot for non-alcoholic beverages from across categories, representing an opportunity to gain recognition and recontextualize the overall festival experience.
Culture Pop Riffs With Noah Kahan
Massachusetts-based probiotic soda maker Culture Pop has tapped singer-songwriter and fellow New Englander Noah Kahan for a multi-year partnership centered around being “refreshingly real.”
The partnership is kicking off with a social series featuring the “Stick Season” singer’s small-town storytelling and unfiltered takes on everything from songwriting to stomach problems.
“Noah represents everything Culture Pop stands for – he’s authentic and he’s real in a refreshing way. He’s built a community by being himself, and that’s exactly what we’re doing with soda – making something real and doing soda in a completely different way,” said Tom First, founder and CEO of Culture Pop, in a press release.
Tree Top Joins Forces with Hasbro
Farmer-grown, farm-owned cooperative Tree Top has entered into a licensing agreement with toy company Hasbro for promotions with the NERF and PLAY-DOH brands.
“Tree Top juice and snacks have been a go-to for families looking to fuel memories with real fruit goodness for years,” said Brad Olsen, VP of marketing at Tree Top, in a statement. “By combining our quality ingredients with the joy of play, Tree Top is proud to work with NERF and PLAY-DOH and become the ‘Official Fuel of Fun.’”
Chobani Scores with U.S. Soccer
Chobani – which recently pulled in $650 million in new equity capital – is entering the world of professional sports partnerships as the Official Nutrition Partner of U.S. Soccer.
As part of the deal, Chobani is a founding partner of the Arthur M. Blank National Training Center, the future home of U.S. Soccer that will unite all National Teams under one roof. Additionally, Chobani and U.S. Soccer will “champion nutrition and empowerment” through programs like Chobani Ball Kids coach development pathway initiatives and the Soccer Forward Foundation.
The two companies will also work together to create a learning tool that trains coaches on how to teach nutrition values and lessons. It will be accessible through the Soccer Forward’s resource hub.
“This partnership with U.S. Soccer is more than just a match or drills on the pitch, it’s about nourishing potential, strengthening communities and creating a future where everyone can move, grow and dream. Together, we’re building a beautiful future rooted in shared purpose that starts local and reaches across the nation,” said Hamdi Ulukaya, founder and CEO of Chobani, in a press release.
Delta Celebrates Halloween
Hemp-derived THC seltzer brand Delta Beverages is expanding it’s latest marketing campaign, “There’s a Delta for That,” with a Halloween twist.
The new spot features “Drankula” promoting Delta over alcohol and seasonal sugary beverages “so we both know exactly what you’ll be putting into your bodies.” The 36-degree Halloween campaign includes 15- and 30-second ad spots and as out-of-home marketing efforts highlighting Delta’s zero-sugar, zero-calorie seltzers available in 5mg, 10mg and 20mg varieties.
The broader “There’s a Delta for That” campaign launched in August and coincided with the brand’s new visual identity, seeking to “humanize” the brand while eliminating the stigma often associated with cannabis use. Gabriela McCoy, VP of marketing, previously told BevNET the brand is hoping to usher in a new way to enjoy adult beverages by tapping into meaningful “micro moments.”
Red Bull Taps JJ Smith
For the first time ever, Red Bull is featuring a collegiate athlete on its can.
The energy drink brand recently unveiled a limited edition can design honoring Ohio State University wide receiver Jeremiah “JJ” Smith. The packaging highlights several standout moments of Smith’s career thus far, including his jersey number, a route line inspired by his 56-yard reception against Notre Dame and the portrait from his announcement as Red Bull’s first college football athlete in 2024.
The limited edition Red Bull x JJ Smith can is available in 8.4 oz. and 12 oz. sizes exclusively in Ohio through December.
More Marketing News From Across the Industry:
- Natalie’s Orchid Island Juice Company has kicked off a campaign to become the “Official Juice of Brunch.” The company, which has a farm-to-bottle ethos, argues that its premium, clean-label juices “[elevate] the brunch experience for chefs, hoteliers and consumers alike.”
- Starbucks and Delta Airlines are brewing up “The In-Air Coffeehouse,” an experience exclusively available to SkyMiles members. From Dec. 16-18, select members from Atlanta to Costa Rica will go on a flight that “transforms the in-flight experience into a cozy coffeehouse at 30,000 feet” and transports guests to Hacienda Alsacia, the Starbucks coffee and innovation farm.