MEDASE Cocktails Launches “64 Medase Moments” Campaign
Zero-proof cocktail brand MEDASE is rolling out a summer-long, tour-style campaign, dubbed “64 Medase Moments,” aimed at connecting with consumers through curated gatherings and community-driven celebrations.
Running from June through October, the brand will appear at 64 events nationwide – from wellness-focused activations and retail launches to family gatherings – offering either exclusive product drops or in-person bar setups. Ten entrants will win a full bar experience, while 54 will receive cocktail products for their events.
The travel-inspired campaign will feature playful map motifs and dotted routes to represent MEDASE’s cross-country journey.
“As a brand MEDASE has always been about creating space for people to come together and celebrate life’s everyday moments. With ‘64 Medase Moments,’ we’re taking that spirit on the road, showing up for our community in a more personal, meaningful way and turning moments into lasting memories,” said co-founder Monica Cornitcher in a statement.
Cometeer Unveils World Mug Collection
Cometeer is introducing a limited-edition World Mug Collection this month, a globally inspired coffee set that aims to turn at-home tasting into an interactive experience.
Featuring 16 coffees from 16 regions – including Colombia, Ethiopia, Kenya, Italy and England – the release is structured as a bracket-style competition in which consumers sample head-to-head matchups, advancing favorites to crown a personal “champion” cup.
Users can log their picks in the Cometeer app to generate a tailored flavor profile, with insights into preferred origins, roast levels and tasting notes. Each box ($99) includes 32 capsules (two per coffee) and a “passport” for manual tracking.
PHORM Expands Partnership with Folds of Honor
PHORM Energy is extending its partnership with Folds of Honor with the return of its limited-edition Cherry Slush flavor.
Available nationwide in 16 oz. cans, the zero-sugar offering features a patriotic red, white and blue design that delivers 200mg of caffeine sourced from green tea and an electrolyte blend for hydration. A portion of the proceeds from every Cherry Slush sold will support Folds of Honor, which provides educational scholarships to families of fallen or disabled U.S. service members and first responders.
The rollout coincides with International Firefighters Day (May 4), with PHORM distributing Cherry Slush to nearly 3,000 firehouses across the country. Additionally, the brand is awarding $10,000 academic scholarships to two families of fallen firefighters.
ZOA Rolls Out Packaging Refresh
ZOA is entering a new growth phase with a push that includes its first major equity campaign, refreshed packaging and a limited-edition flavor launch. Anchored by the tagline, “You Can’t Fake This Kind of Energy,” the campaign positions the energy drink brand – co-founded by Dwayne “The Rock Johnson” – around authenticity and everyday moments.
Developed in partnership with Highdive, the effort centers on the idea that peak performance comes from finding a personal rhythm, not chasing intensity, and seeks to bring that message to life through day-in-the-life moments across digital and social platforms.
“ZOA has always been about showing up as your best self, and this next chapter reflects that in an honest and relatable way,” said Tracey Bien Schenck, director of marketing for non-alcoholic brands at Molson Coors Beverage Company, in a press release. “With ‘You Can’t Fake That Kind of Energy,’ we’re celebrating the real energy it takes to navigate everyday life while making sure our brand shows up in a way that feels true to that.”
The repositioning is supported by a packaging update designed to improve shelf visibility and better communicate ZOA’s functional benefits. The brand is also introducing Shave Ice, a blue raspberry-inspired flavor that nods to its Polynesian roots, launching direct-to-consumer on May 18 with limited retail distribution in Hawaii.
Sodastream Introduces “Drink Better” Platform
Sodastream is rolling out a new U.S. brand platform, “Drink Better,” aimed at reframing the sparkling beverage experience around convenience and customization. Tapping into on-demand culture, the campaign encourages consumers to treat drinks with the same level of personalization as their streaming content.
Kicking off the campaign, the brand will stage a Times Square takeover on National Streaming Day (May 20), inviting fans to submit custom drink recipes for a chance to see their creations featured on a billboard.
The effort is supported by a broader digital campaign highlighting the ease of creating personalized beverages at home, alongside a slate of new product launches designed to expand flavor and format options. These include several bubly drop varieties – including Bellini Bliss, Strawberry Sunset and Melted Ice Pop – as well as new Fizz & Go stainless steel bottles for on-the-go use.
Other marketing news from across the industry:
- Plant-based milk brand MALK has partnered with LEORA, an all-day café in Beverly Hills, on a month-long drink collab: The Frozen MALKa Colada. Available through May 31, the new offering features MALK’s Coconut Milk and Unsweetened Coconut Creamer, pineapple, lime, chamoy and Tajin.
- Supplement company Dose has teamed up with Juice Press on the limited-edition Dose of Vitality smoothie, available at all Juice Press locations nationwide through May 31. Each smoothie includes a 2 oz. shot of the brand’s Dose for Your Liver blended with mango, passionfruit, ginger, lemon juice, stevia, flax fiber and topped with a coconut whipped cream swirl.
- Leading coconut water brand Vita Coco and travel bag company Baboon to the Moon have introduced a limited-edition luggage capsule collection inspired by the newest Vita Coco Treats flavor: Frosted Lemonade. The collection includes the Go-Bag Mini, the Small Go-Bag Roller and the Luggage Tag.