Something & Nothing Debuts OOH Campaign
With nearly 60% of new CSD launches and re-launches in the past three years touting health-related benefits (see Suja’s Slice, Pepsi’s Prebiotic Cola and Coca-Cola’s Simply Pop), the “modern soda” set is often associated with functionality. However, U.K.-based Something & Nothing is seeking to rethink the future of the category with its first stateside out-of-home campaign, “Not Pop.”
Inspired by Apple’s 1998 “Sorry, no beige” ad, the Not Pop posters feature a clean, modern aesthetic with Something & Nothing product photography accompanied by the tagline, “Premium soda, inspired by travel.” The campaign will roll out to bus stops and neighborhoods across Chicago that are in proximity to Whole Foods Market stores, where consumers can purchase the brand’s products.
“With this OOH campaign, we wanted to create a clean, bold statement that positions the brand in a totally different space. We are for those who don’t like their drinks too sweet, who are bored with the sameness that comes from reinventing old classics, and truly want something different,” said co-founder Olly Dixon in a statement.
The campaign also coincides with the launch of five new flavors: Orange & Mandarin, Sicilian Lemon Iced Tea, Ginger & Key Lime, Mango Thai Basil and Pineapple & Pink Grapefruit. Whereas many better-for-you soda brands rely on nostalgia and familiar flavors for consumer connection, Something & Nothing “rejects convention in favor of a unique, nuanced identity.”
Founded in the U.K. in 2017, Something & Nothing touched down in the U.S. in 2020 in the Los Angeles and New York markets. In 2022, the brand closed a $1.8 million funding round led by Rianta Capital to support further stateside expansion and, earlier this year, it made its Whole Foods debut.
The brand recently released its first-ever mixed multipack on its direct-to-consumer website featuring Orange & Mandarin, Sicilian Lemon Iced Tea, Pineapple & Pink Grapefruit and Ginger & Key Lime flavors.
Jarritos Celebrates 75th Anniversary
Soda underdog-turned-cultural-icon Jarritos is celebrating its 75th anniversary with a sweepstakes, global pop-up events, retro label designs and an editorial piece developed in collaboration with Latino history and origins platform Nuestro Stories.
The Mexican soda brand is bringing the fiesta to major cities around the world, including Madrid, London, Sydney, Toronto, Dubai, Paris, Berlin and Puebla with highlights including a riverboat mariachi performance (Paris) and an immersive pop-up with interactive installations (Toronto).
Waterloo Hits the Road
Waterloo Sparkling Water is embarking on a roadtrip, the Great Waterloo Can Cruiser Road Trip to be exact. The trip includes pit stops across the country – Berkeley, Ca.; Chicago, Ill.; New York, N.Y. (x2); and Austin, Texas – and highlights the brand’s Raspberry Nectarine and Guava Berry flavors.
The tour caps of what the brand calls a “landmark” year, which included the launch of Guava Berry and Ruby Red Tangerine flavors in the first quarter and a brand collaboration with celebrity chef Guy Fieri in the spring. Additionally, 2025 marks the fifth year that Waterloo has experienced growth “that has been at least three times the category.”
Illy Launches Pop-Up in NYC
Illy is taking a bite out of the Big Apple with a one-week experiential takeover at Hudson Yards. The activation, an extension of the coffee brand’s “Why We Make It” campaign, features a Cube Wall, where each cube contains a symbol from the illy world: a coffee bean, an Arabica plant, a cup and a tasting spoon.
The experience concludes with a complimentary beverage of consumers’ choice, with two signature drinks: Almond Rose Latte and Vanilla Clove Latte. Visitors can drop in at the pop-up from 10 a.m. to 4 p.m. on September 29-October 2 and from 10 a.m. to 8 p.m. on October 3.
Slate Teams Up with Dana White
Hot on the heels of a $23 million funding round, high-protein chocolate milk and canned coffee brand Slate partnered with UFC president CEO Dana White to highlight its 100% plastic-neutral products.
At an event in Las Vegas, participants “punched away plastic” with a boxing arcade machine – each punch represented the removal of 4,200 plastic bottles from the planet. By the end of the day, the brand had “eliminated” 231,000 plastic bottles from the planet, according to a LinkedIn post.
Poppi x Tower 28
Gearing up for the holiday season, prebiotic soda brand Poppi is teaming up with beauty brand Tower 28 to launch the limited edition Fizz & Frost Holiday Duo.
The gift set ($26) includes Tower 28 GetSet Matte Powder Blush in Cranberry Fizz and Tower 28 ShineOn Lip Jelly in Cranberry Frost, both of which are inspired by Poppi’s seasonal Cran Fizz flavor. It’s available on Sephora.com, Tower28Beauty.com, Credo and Revolve.