ZOA’s Dwanta Claus Returns
Gearing up for the holiday season, ZOA – the energy drink brand co-founded by Dwayne “The Rock” Johnson – has announced the return of seasonal flavor, Dwanta’s Holiday Punch, accompanied by a new short film.
Developed in partnership with Seven Bucks Marketing, “Dwanta’s Lost Can” follows Johnson’s animated alter ego as he searches for cans of Holiday Punch that go missing on their mission to deliver good energy across the country. As part of the initiative, fans can visit the brand’s direct-to-consumer website to “find” lost cans and enter for a chance to win a lifetime supply of ZOA.
“‘Dwanta’s Lost Can’ brings ZOA’s spirit to life on screen, blending humor, heart and storytelling in a way our community instantly connects with. It’s a celebration of the power of good energy during one of the most joyful and busiest times of the year,” said Tracey Bien Schenck, senior director of marketing of non-alcoholic brands at Molson Coors, in a statement.
Molson Coors took a majority stake in ZOA in a $53 million cash transaction last year, expanding its growing non-alcoholic beverage portfolio and adding to rising M&A interest across the energy space (see Celsius’ acquisition of Alani Nu and Keurig Dr Pepper’s purchase of GHOST).
In its Q3 earnings report on Wednesday, the beer giant emphasized its continued push into non-alcoholic categories, though questions remain about the balance of its portfolio.
Lavazza Collabs with NYU Tisch School of the Arts
Italian coffee brand Lavazza has partnered with the cafe lounge within the Martin Scorsese Virtual Production Center at New York University Tisch School of the Arts to “fuel the next generation of filmmakers, storytellers and creative technologists.”
The collaboration kicked off with an evening hosted by Scorsese himself, welcoming guests to “celebrate the exciting union of cinematic and coffee excellence.” The cafe lounge is outfitted with Lavazza’s Flavia machines and its signature Dolcevita Classico espresso and coffee line.
“At Lavazza, excellence isn’t just a standard, it’s a mindset that combines creativity, precision, imagination and that uniquely Italian spark we call estro. The world of film reflects all these qualities, and our partnership with NYU Tisch allows us to support the next generation of artists who embody this spirit,” said Daniele Foti, VP of marketing at Lavazza, in a statement.
Vilore Foods Celebrates Día de los Muertos
Vilore Foods recently celebrated Día de los Muertos with events in New York City and San Antonio.
The celebration in Times Square on Oct. 20 featured an evening parade of Catrinas – the skeletal figures symbolic of Día de los Muertos – and a sampling of Jumex’s Día de Muertos Special Edition Latabotella drink. Offered in four flavors Mango, Peach, Guava and Strawberry Banana – the limited edition cans are available at Walmart and convenience stores nationwide.
From Oct. 25-26, Jumex and La Costeña sponsored Muerto Fest, one of the largest Día de los Muertos celebrations in the Lone Star State. La Costeña unveiled a large digital altar for attendees to celebrate their loved ones who have passed, while Jumex invited visitors to an oversized Catrina photobooth.
“Día de Muertos holds a special place in Hispanic culture and is a moment to celebrate those who came before us. From New York City to San Antonio, our goal was to share Hispanic traditions with a wider audience,” said Edgar R. Vargas, Director of Growth and Brand Development for Vilore Foods, in a press release. “These activations are more than events; they allow us to connect with our community and strengthen bonds in a meaningful way.”
Welch’s Breaks Out the Fancy Juice
Welch’s is toasting to the launch of its biggest Sparkling Juice campaign to date: “Break Out the Fancy Juice.”
The new ad spot centers on a new character, Charlie Cheersman (played by 10-year-old Paxton Beau Bazile), who narrates the scenes and shows families across the country how to make everyday moments feel special with the “fruity, fancy fizziness” of Welch’s Sparkling. Bazile is the first kid to headline a Welch’s campaign since the 2000s.
The campaign, created by Welch’s integrated-agency team, will run across TV, digital, social and retail media.
“From big holiday tables to simple Tuesday wins, we want Welch’s Sparkling Juice to be there when families celebrate,” said Jen DeAngelis, Head of Communications & Brand Engagement at Welch’s, in a statement. “As we grow with the next generation of families, this campaign reconnects with what people love about Welch’s in a way that feels fresh and exciting.