Los Angeles Rams’ Bobby Wagner Takes the Field with Ladder Nutrition

Nutritional sports supplement maker Ladder announced Los Angeles Rams linebacker Bobby Wagner as the latest professional athlete to join the company as a brand ambassador and spokesperson.

“I’m excited to join the Ladder family. Throughout my career, I’ve always placed a huge emphasis on proper nutrition. Ladder’s clean products help me take care of my body so that I can maximize my performance and compete at the highest level,” Wagner said in a press release.

The news comes on the heels of Ladder’s first foray into specialty distribution earlier this year. The brand entered 690 Vitamin Shoppe stores, repositioning itself to target a broader active-lifestyle consumer base and making its supplements accessible to general consumers. The stores carry Ladder’s Pre-Workout, Whey Protein, Plant Protein and Hydration products in a variety of flavors.

Ladder was co-founded in 2018 by NBA star Lebron James and former bodybuilding champion Arnold Schwarzenegger. The Los Angeles-based company came about after James and his longtime trainer Mike Mancias recalibrated the NBA star’s dietary regimen in the wake due to significant cramping issues. Schwarzenegger was asked to consult on the product and help found the company.

Although James and Schwarzenegger continue to be the face of Ladder while consulting on product marketing and formulation, they no longer maintain ownership. The company was purchased by The Beachbody Company in 2020 and is now marketed as a premium, NSF Certified for Sport powdered supplement intended for professional athletes.

Beachbody SVP of nutrition products, Christina Cartwright, told BevNET earlier this year that the brand aspires to make the product more accessible to everyday active consumers. Ladder is aiming to heighten its brand awareness with professional sports teams – the company claims to supply supplements to 52 professional sports teams across Canada – and leverage its partnerships into consumer-facing marketing campaigns.

Wagner joins the brand’s growing roster of athletes including NFL defensive end Myles Garrett, WNBA star Monique Billings and Paralympic Gold Medalist Jorge Sanchez.

Pink Cloud Beverages Hits the Catwalk at New York Fashion Week

Oregon-based functional hemp beverage maker Pink Cloud Beverages made its East Coast debut on the catwalk at New York Fashion Week from September 8-September 11.

Both of the brand’s flavors– Pining for Paradise (pineapple, yuzu and lime) and Lounge Chair Lilikoi (Hawaiin passion fruit and pink guava) – were placed in front row VIP gift bags at Angel Orensanz powered by Art Hearts Fashion.

“Art Hearts Fashion is dedicated to bringing innovative designers and innovators to the forefront of fashion week. Pink Cloud is honored to be a part of supporting up-and-coming emerging designers and artists,” said Pink Cloud founder, Sierra Thomas, in a press release.

Launched in 2021, Pink Cloud positions its hemp-infused drinks as an alternative to alcoholic beverages. The brand was created by Thomas, who practices sobriety, to create an inclusive community for non-drinkers.

Each 12 oz. can contains 30mg of broad-spectrum hemp and just 20 calories. Pink Cloud is currently available in 6-packs, 12-packs and 24-packs online and at select retailers.

GURU Energy Launches Third National Campaign Across Canada

GURU Organic Energy has unveiled its third national marketing campaign in its home country of Canada: ‘Back to Reality’.

According to a press release, the campaign is aimed at “reaching out to people that are in need of Good Energy as September looms, along with work, university, day-to-day reality and weekend fun.” The campaign will primarily focus on major urban centers, where the brand has seen the largest increases in consumer purchases.

Earlier campaigns were delayed due to reduced marketing spend in Q2. But in June, the Toronto-based energy drink company launched its summer ‘Good Energy for the Everyday’ campaign, which included event sponsorships, out-of-home and digital ads and a sponsorship of CTV reality TV program The Amazing Race Canada.

During its Q2 earnings call on June 14, GURU president and CEO Carl Goyette said the company’s partnership with PepsiCo Beverages Canada helped the brand expand its Canadian footprint and gave it the support and distribution network needed to accelerate its marketing campaigns.

Over a six week period, the new ‘Back to Reality’ campaign will roll out digital and out-of-home content, influencer campaigns and in-store activations in Montreal, Toronto, Calgary and Vancouver. GURU will also kick off the school year at 25 universities across Canada with brand ambassadors, sampling programs and social media contests.

Additionally, starting this month, GURU will be featured on the reality TV program Occupation Double for the fifth consecutive year. The brand’s full lineup of energy drinks will be offered to contestants and will be featured throughout the show.

“We firmly believe that these latest omnichannel initiatives will solidify our brand awareness across Canada and continue to create a strong base for our growth ambitions,” said Goyette in the release.

Pepsi Celebrates the Kickoff of Football Season with ‘18-Week Party Pack’

Pepsi celebrated the kickoff of the NFL season last week with its latest innovation: The ‘18-Week Party Pack’ tiny home designed to resemble a pack of Pepsi cans.

“With the new NFL season getting underway, we knew we had to show up for football fans with new ways to innovate around their football watching experience. Tapping into the ‘Tiny Home’ phenomenon – something that is typically a shrine to minimalism – we turned a pack of Pepsi into a truly immersive experience,” said Pepsi CMO Todd Kaplan in a press release.

The tiny home – which has been outfitted with turf carpet, field goal-themed decor and a football-shaped ottoman – follows past Pepsi NFL innovations such as the Pepsi Gametime Fridge and the Pepsi Turkeytron.

One winner will be chosen to live in the tiny home for all 18 weeks of the 2022 NFL season. Fans can enter the contest by purchasing two 12-packs of Pepsi through Instacart and saving their receipt.