Saint James Teams with Tarte Cosmetics
Six months after teaming with Juicy Couture, Saint James Iced Tea is announcing another fashionable co-branding partnership with Tarte Cosmetics.
The sustainably-packaged beverage brand is releasing a limited edition variety of its Passion Fruit & Peach Green Tea flavor featuring Tarte’s logo, while the cosmetics brand is releasing tie-in maracuja juicy lip vinyls.
The partnership is launching April 6 on Amazon, TikTok Shop and DTC via both brands’ websites – “just in time to serve juicy main-character energy all festival season long,” the companies said.
To that end, both brands are co-hosting a “co-branded reality TV mashup house” featuring “reality stars and fan-favorite duos” from various popular shows.
Saint James is in the midst of a national expansion as the brand says it’s been experiencing “explosive growth” since refreshing its packaging last year, transitioning from Tetra Pak to recyclable aluminum bottles.
Last year, CEO Brad Neumann told BevNET that Saint James has found its consumer base is 68% female versus just 32% male. That has helped inform its brand collaborations, such as last year’s Juicy Couture campaign, which included the launch of its Juicy Peach flavor.
The partnership arrives a week after Tarte founder Maureen Kelly announced her launch into the beverage industry with functional powdered drink like FINNSUL.
Coke Launches “And a Coke” Foodservice Campaign
Coca-Cola is initiating a new foodservice focused U.S. ad campaign, titled “And a Coke,” in which it is partnering with 13 quick-service restaurant (QSR) chains to promote the classic cola line.
Partners on the unified campaign include Arby’s, Culver’s, Domino’s, Five Guys, Jack in the Box, Jimmy John’s, Panda Express, Popeyes, Sonic, Wendy’s, Whataburger, White Castle and Wingstop.
The campaign will include three TV ad spots pitching Coca-Cola as the “perfect finish” for a meal, commercials in U.S. movie theaters beginning April 3, and extensions launching across digital and social platforms, as well as food delivery platforms such as Uber Eats and DoorDash later this month.
Chobani Goes Wide with U.S. Soccer Promo
As the Official Nutrition Partner of U.S. Soccer, Chobani is kicking off ahead of the World Cup this summer with its “Feed the Dream” campaign, a national marketing push highlighting the ways that soccer “touches the lives of millions” and financially backing local teams across the country.
“We’re in a moment that belongs to U.S. Soccer, and we couldn’t be prouder to stand behind the team as they step onto the world stage this summer,” said Chobani founder and CEO Hamdi Ulukaya in a press release. “But the real soul of sport—its heartbeat—isn’t found under bright stadium lights. It’s in the backyards, the neighborhood fields, the small-town pitches where the seeds are planted for kids to dream bigger.”
Through the Feed the Dream campaign, Chobani said it will invest $5 million into local youth soccer programs and football clubs, as well as promoting U.S. Soccer with limited edition packaging featuring Men’s and Women’s national team players.
The program also extends onto the La Colombe coffee brand with an additional campaign, called Must Be the Coffee, which looks to “celebrate fans and get them excited for U.S. Soccer games across the country with nationwide sampling and television, digital, and out-of-home advertising,” the company said.
Yerba Madre’s New Green Deal
In celebration of Earth Day, Yerba Madre is giving away 500,000 cans of its RTD yerba mate line through convenience store chain loyalty apps, partnering with Circle K, 7-Eleven, Cumberland Farms, RaceTrac, Love’s, ExtraMile and Jacksons, among others for the promotion.
“C-store is our fastest-growing channel by a wide margin, driven by younger consumers who read labels and expect more,” said Yerba Madre Chief Commercial Officer Brian Bousley in a press release. “They’re looking for clean ingredients, functional benefits and great taste. They’re choosing brands that stand for something. Earth Day is a time to lean in. With 500,000 free cans, two exclusive flavors, and our Regenerative Organic Certified Gold seal on can for the first time, we are turning those values into velocity in convenience.”
The promotion is part of a broader sustainability drive during April, which is Earth Month, including a $100,000 commitment to the National Parks Conservation Association and the “Drink a Yerba, Plant a Tree” initiative which has a goal of planting 50,000 trees.
Hello Soju Teams with LAFC
California-based soju brand Hello Soju has teamed with Major League Soccer’s Los Angeles Football Club (LAFC) to become the team’s Proud Soju Partner and its official Spirit-Based Ready-to-Drink Partner.
“LAFC fans bring an energy that’s unmatched, passionate, global, and deeply connected to this city,” said Hello Soju CEO Elisabeth Baron in a statement. “That’s exactly the community we’re building around Hello Soju. Light, refreshing, and delicious, grab a can of Hello Soju and celebrate with 22,000 of your closest friends.”
The brand will be sold at retail and concessions locations at LAFC’s BMO Stadium during home matches. Hello Soju will also have activations at select team events throughout the season.