Waterloo Goes to Flavortown
Waterloo Sparkling Water is once again headed for Flavortown.
The Austin, Texas-based brand is partnering for the second year in a row with celebrity chef Guy Fieri on a new limited edition line of co-branded flavors: Lemon Italian Ice, Huckleberry Cobble and Spiced Mango Sorbet.
Each 12 oz. features a custom label design to call out the collaboration and the flavors were all designed after Fieri’s own “flavor memories,” according to the company.
The Lemon Italian Ice, for example, is “a sweet throwback to East Coast summertime family trips,” Fieri said in a statement, while “Huckleberry Cobbler is sweet and tangy berry bomb” and Spiced Mango Sorbet is intended to invoke “a first-class fiesta.”
“We are thrilled to collaborate with Guy Fieri on these fantastic sparkling waters, bringing to life our mutual love of epic flavor with a first-of-its-kind strategic brand collaboration in this competitive category,” said Waterloo CMO Kathy Maurella in the release. “When the Mayor of Flavortown joined us at our summer launch event last year, we immediately started brainstorming more ways to capture the spirit of both Waterloo and Flavortown.”
The drinks will be available nationwide in Walmart, Target, Whole Foods, Albertsons Safeway, H-E-B, Central Market, Stop & Shop, Amazon, select Kroger divisions, Hy-Vee, Fresh Direct and Aldi stores, as well as through Gopuff.
The brand will also be promoting the launch this month with a sampling activation in New York City, beginning April 10 with the company’s “Epic Flavor Can Cruiser” planning to post up on W 18th St. that afternoon.
Share a Coke Makes a Comeback
The Coca-Cola Company’s “Share a Coke” cans and bottles are coming back.
The revived marketing campaign brings back personalized bottles of Coca-Cola products with different common first names on the label, an approach designed to connect with Gen Z consumers in search of “a tangible way to celebrate friendships and cross-cultural connections” in a “world dominated by digital interactions.”
This time around, Share a Coke products will feature more names than ever and will also include a scannable QR code for consumers who can’t find their name in store – seemingly adding a bit of digital back into this campaign themed around real world connection.
The relaunch also includes an online digital platform, the Share a Coke Memory Maker, which offers consumers a way to edit photos and videos.
“It’s not just about likes and shares – we’re talking real-world moments, Amplified,” said Islam ElDessouky, Global VP, Creative at Coca-Cola, in the release. “Get ready for a whole new level of sharing with fresh experiences and ways to spark joy with your crew. We’re bringing new channels and experiences to this campaign to help people uplift friendships through real-life everyday moments.”
Liquid Death Aligns with MSG
Liquid Death has become an ‘Official Partner’ of the Madison Square Garden family of companies, giving the canned water and tea maker a major presence at the entertainment company’s venues.
The deal includes new distribution at Madison Square Garden, The Theater at Madison Square Garden, Radio City Music Hall, and the Beacon Theatre in New York, as well as the Sphere in Las Vegas and at events for the NHL’s New York Rangers and the Christmas Spectacular Starring the Radio City Rockettes.
It also includes “Official Iced Tea Partner” rights for the Theater at MSG, Radio City, the Beacon Theatre, the Christmas Spectacular, and Sphere.
“Liquid Death is a disruptor and innovator,” said Jamaal Lesane, Chief Operation Officer at MSG Sports, in a release. “We look forward to working with their team across high-profile assets to introduce bold campaigns and interactive initiatives that exemplify our shared vision for this dynamic partnership, including Sphere’s Exosphere.”
“Our brand is bringing more excitement and fun to better-for-you beverages which fits perfectly in the environments these iconic venues create,” added Ryan Heuser, SVP of Experiential Marketing at Liquid Death. “Our wide-reaching partnership brings us unmatched exposure and education to new audiences who are ready to murder their thirst and bring death to plastic bottles.”
Health-Ade Extends Dodgers Deal
Health-Ade Kombucha is entering the third year of its partnership with reigning World Series champions the Los Angeles Dodgers, and it’s celebrating the season opening with a new co-branded canned kombucha available at Dodger Stadium and online.
Health-Ade first partnered with the Dodgers in 2023 – the brand’s first pro sports partnership, and the company says it doubled in-stadium sales last year.
For 2025, Health-Ade’s Pink Lady Apple (in the co-branded can design) and Passion Fruit-Tangerine will be sold at the stadium.
Evolution Fresh’s Covert Ops
Evolution Fresh wants to help consumers do some smuggling.
In a promotion for its Real Fruit Soda line, the brand is now selling a line of “soda smuggle devices” such as fake casts, boxing gloves and cowboy hats that can help consumers sneak a can of their brand into movie theaters and wherever else soda is forbidden.
The campaign includes video ads for YouTube, TikTok and Instagram and consumers can purchase their own smuggling devices from Evolution Fresh’s website.
We just hope people keep their covert operations limited to movie theaters and not international border crossings.
WhistlePig Sells Off Real Estate
The housing market is tough these days, but WhistlePig has a solution for whiskey and maple syrup fans. The distiller has listed its Maple Sugar Shack in Vermont – used in previous promotions – on real estate website Zillow, for the low, low price of just $4.20 million.
The promotion is timed to International Waffle Day and as a promotion for its Barrel-Aged Maple Syrup line.
More Marketing News from Across the Industry:
- Talking Rain has created a co-branded line of multipacks with nonprofit org K9s for Warriors.
- Energy drink maker Bucked Up is collaborating with pro golf champion Bryson DeChambeau.
- Flavor company Torani is celebrating its 100th anniversary with a Flavor Factory pop-up experience this month in San Francisco.
- Tequila brand Don Julio has entered a creative partnership with DJ and producer Peggy Gou.