The next challenge for nascent beverage startups Up Dog Kombucha and is to build on their on-campus wins and retain their respective student consumer bases as they move on to post-graduation life.
BodyArmor will debut its first TV spot Wednesday night with a 30-second commercial designed by retired L.A. Lakers superstar Kobe Bryant. The commercial, which will air on TNT during the NBA playoffs, kicks off a multimillion dollar ad campaign that is set to be the sports drink brand’s largest to date.
Soylent announced earlier this month a partnership with creative agency Wieden+Kennedy to develop a new tech-centric marketing strategy that appeals to Soylent’s fanbase. The campaign includes the launch of the brand’s new spokesperson “Trish,” an artificially intelligent animated robot “programmed” to educate consumers on the nutrition Soylent can provide.
The “Be Not Bland” campaign features a series of television advertisements designed to embrace “authenticity and individuality, celebrating the people, places and personalities that fill life with flavor and ‘not bland’ moments." In a call with BevNET, Talking Rain CEO Kevin Klock described the campaign as “a long-term platform that we can build on.”