Loom Pairs Next-Gen Hydration With Next-Gen Exploration
Loom, which bills itself as the “Juice of the Future,” has named aspiring astronaut and astrobiologist Alyssa Carson – the youngest person ever certified for suborbital spaceflight – its newest “Loominary.”
The brand’s Loominary program seeks to uplift creators, athletes and scientists who believe in “a better, bolder future” through hands-on support, visibility, creative collaboration and opportunities “to build something meaningful at the intersection of culture, wellness and purpose.”
Carson joins the brand’s growing roster of innovators and culture-shapers, including college football stars Justic Haynes and Juice Wells and artist Chaz Marcus.
“[Alyssa] has spent her entire life preparing to go to Mars – a human being who dared to dream beyond the edge of possibility and then put in the work to chase it. To have her energy, her vision and her unstoppable drive woven into Loom is nothing short of breathtaking,” said founder and CEO Bill Butrymowicz in a statement.
PepsiCo Partners with F1 Team
PepsiCo has announced a multi-year global partnership with Mercedes-AMG PETRONAS F1 Team that will kick off in 2026. The agreement pairs three of the food and beverage giant’s brands – Gatorade, Sting and Doritos – with the F1 team.
As part of the agreement, drivers George Russell and Kimi Antonelli will participate in fan engagement initiatives, from behind-the-scenes content to fan-focused activations. Additionally, Gatorade’s products will be integrated into the Mercedes-AMG PETRONAS F1 Team’s performance programs, which implement a fully customized hydration strategy.
“Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport,” said Toto Wolff, CEO of Mercedes-AMG PETRONAS F1 Team, in a press release. “Gatorade’s expertise in sports science, Sting’s youthful energy and Doritos’ cultural relevance each bring something unique.”
Mooala Unveils Packaging Refresh
Plant-based milk producer Mooala is rolling out a revamped look across its entire portfolio. The updated design highlights the brand’s ingredient sourcing, organic certification, and simple formulations.
“Updating our packaging was about making sure the outside reflects what’s always been true on the inside – homemade recipes, quality ingredients and premium flavor our fans keep coming back to,” said Jeff Richards, founder and CEO of Mooala, in a press release.
The new packaging is now rolling out to retailers nationwide, including Whole Foods Market, Sprouts, Target, Costco, Kroger, H-E-B, Wegmans, Publix and Raley’s.
Pepsi Expands Pepsi Challenge
Pepsi is expanding its Pepsi Challenge – a marketing campaign where consumers participate in a blind taste test between Pepsi and Coca-Cola – into 2026, introducing more tour stops and a new flavor matchup: Pepsi Wild Cherry Zero Sugar versus Coke Cherry Zero Sugar.
During last year’s Pepsi Challenge national tour, Pepsi claims its Zero Sugar product won over 100% of consumers in all tour markets. The brand claims it has achieved over 30.8% YTD sales growth in 2025, and that Pepsi Zero Sugar has nearly doubled the growth of the zero sugar cola category YTD.
Coca-Cola Teams with Las Marías
Coca-Cola has tapped multicultural media company Canela to launch its new Sprite Winter Spiced Cranberry holiday campaign featuring twin sister singing duo Las Marías, who blend regional Mexican sounds with contemporary expression.
The 30-second ad spot showcases two parallel experiences on Noche Buena (the Christmas Eve celebration), one rooted in family traditions and classic rituals and the other in a modern, self-defined celebration with friends. It seeks to engage Hispanic American consumers “who embrace the ‘ands’ in their identity, honoring tradition and modernity, heritage and reinvention,” according to Coca-Cola.
Liquid I.V. to Launch First Super Bowl Ad
Powdered hydration brand Liquid I.V. will make its primetime debut this February with a first-half Super Bowl commercial that ensures “hydration gets the airtime it deserves.” The ad spot comes on the heels of the brand’s Energy Multiplier Sugar Free launch earlier this year.
The ad is being led by creative agency Anamoly, with NVE Experience Agency crafting “immersive moments” and Tinuiti driving media strategy.