REIGN Total Body Fuel Launches Grassroots Ambassador Program
REIGN Total Body Fuel, the performance beverage created by Monster Energy, is kicking off a search for 100 “Reign Warriors,” a grassroots ambassador program designed for athletes, creators and fitness enthusiasts “who embody the grit, drive and authenticity of the REIGN ethos.”
Applications for the program are open through July 18. The selected Warriors will receive benefits like a year’s supply of REIGN Total Body Fuel, premium fitness apparel and gear, athlete training tips and exclusive challenges, features on the brand’s social media pages and website and access to community networking and select live events.
Additionally, REIGN Warriors are required to post one in-feed post and three to four Instagram stories per month that authentically represent the brand. Current ambassadors include professional CrossFit athlete Danielle Brandon, former WWE star Natalie Eva Marie and professional mixed martial artist Brendan Shaub.
“REIGN Total Body Fuel is here to unlock your full potential and transform you into a true warrior, inside and outside the gym. The program is our way of giving back to the fitness community,” said Dan McHugh, global CMO of Monster Energy, in a statement.
C4 Honors ‘Local Legends’
Nutrabolt’s new C4 Local Legends initiative is calling on grassroots athletes to help it hand out $40,000 in support of local sports clubs, leagues and teams this summer. Selected winners will receive funding for gear, transportation and league fees, plus plenty of branded swag and C4 energy drinks, including new LTO flavor Lemonade.
“From dedicated amateurs to elite athletes like Saquon Barkley, our mission is to fuel performance at every level. This initiative is about providing meaningful support to local legends, ensuring everyone has the opportunity to perform at their best all summer long,” said Craig Lyon, SVP of Brand Marketing at Nutrabolt.
Jennifer Aniston, smartwater Still Going Strong
Nearly 20 years after their first campaign in 2007, Jennifer Aniston’s partnership with smartwater is still going strong, now through a new TV spot celebrating life’s “simple, smart choices.”
The Friends star has worked with the Coca-Cola-owned water brand for almost two decades, and “embodies everything smartwater stands for: great taste, effortless style and intentional living,” Shakir Moin, President, Marketing, Coca‑Cola North America. Fifteen and 30-second versions of the TV spot showcasing smartwater and smartwater alkaline with antioxidant are airing now, and the campaign will include social media, audio and out-of-home creative.
The new campaign complements the brand’s social media influencer partnerships with Argentine-American actress and model Camila Morrone, Nigerian-American fashion creator Wisdom Kaye and WNBA all-star Kelsey Plum.
Lucky Energy Taps Greg Oden
Ahead of the 2025 NBA draft, Lucky Energy (formerly Lucky F*ck Energy) has tapped retired NBA player Greg Oden as the star of its newest campaign, “What Are the Odds?”
In the ad spot, the former pro athlete reflects on his journey being selected as the No. 1 NBA Draft Pick, enduring multiple knee injuries, and earning a master’s degree, highlighting the power of embracing change.
“The journey of an athlete is often unpredictable and messy, but it is in these moments that we uncover the most meaningful experiences. Accepting your circumstances and bravely letting go allows you to witness life’s magic and welcome new possibilities,” said Oden in a press release.
Clearly Canadian Launches First Ad in 30+ Years
Call it a comeback. For the first time in over three decades, flavored sparkling water brand Clearly Canadian has launched an advertising campaign, getting a boost of star power from Canadian singer-songrwiter Shania Twain.
Created by actor Ryan Reynolds’ Maximum Effort Productions, the ad spot features Twain on a high-energy chase to claim Canada’s other national treasure – Clearly Canadian. The spot also includes a new jingle “that’s sure to stick with viewers after it ends,” according to a brand spokesperson.
The new ad aids the legacy company’s modernization efforts, following its resurrection nearly eight years ago.
FIJI Unveils ‘Origins’ Multi-platform Campaign
FIJI Water, which touts itself as America’s No. 1 premium imported bottled water, is spotlighting its source story with “Origins,” a multi-platform campaign featuring art design and animation by Emmy Award-winning creative director Nadia Tzuo.
FIJI’s bottled water is made with tropical rainfall that’s filtered through volcanic rock before entering a protected underground artesian aquifer, where it has been sourced since 1996. The ad summarizes this process with the message: “Untouched by man, until you drink it.”
“For nearly three decades, FIJI Water has stood as a beacon of premium, trusted hydration. Nature created and perfected it, we bottled it, and we look forward to sharing FIJI Water with the world for years to come,” said Clarence Chia, SVP of Marketing at FIJI, in a statement.