Hoplark’s Brand Refresh Aims to Boost Discovery Across Channels
Hoplark is rolling out a comprehensive refresh this summer aimed at solidifying its identity across categories while broadening its reach to new consumers.
Marketing
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Featured Marketing Content
PLEZi Rebuilds Around Steph Curry with Hydration Refresh
The better-for-you beverage brand first founded by former First Lady Michelle Obama and led by L.A. Libations is rolling out a rebrand for its 16.9 oz. PLEZi Hydration line, with plans to focus fully on a cross-generational opportunity in sports drinks, having dropped its original kids juice line.
‘Protein for All’: Muscle Milk Reformulates RTD Line with Ultrafiltered Milk, Cleaner Labels
Muscle Milk is undergoing its most significant transformation yet, rolling out a reformulation and packaging refresh across its RTD line to reposition the brand from strictly gym fuel to “protein for all.”
Additional Content
Dutch Bros. Diving Into Retail With RTD Coffees, Creamers
The fast-growing coffee chain is launching an ambitious cross-format push into retail, enlisting supplier Trilliant to produce a full slate of innovation set to hit shelves in January.
Global Flavors and ‘Female Rage’ Fuel Union Kitchen Event
Global flavors, heritage-inspired foods and “Female Rage” fueled Union Kitchen’s Meet the Makers event this past Sunday, drawing in nearly 100 vendors to sample.
New Products: Uncle Matt’s Does Yerba Mate, Seasonals From Laird and Sylva
This week’s new sips include autumn-inspired seasonals from Laird and Sylva, a line of THC-infused craft soda from current and former NBA players and a partnership between Monster Energy and a British racing star.
NBA Stars Get Involved in Expanding THC Space
Viola, the premium cannabis brand founded by former power forward Al Harrington, has partnered with former shooting guard Allen Iverson and plant-based wellness brand Horticulture to create IVERSON, a craft THC-infused soda.
NACS: Pepsi Previews Prebiotic Cola, Starbucks Innovations
“This NACS feels different.” Those were the words of Pepsi North America president Mike Del Pozzo last night in Chicago.
One Year In, KEY Energy Tweaks ‘A Thousand Little Things’ As It Grows
In the year since launching, Key Energy has evolved its marketing approach, flavor, packaging and fundraising strategies as it grows.
New Products: Coke Goes Mini, Cantrip & Stiiizy Go Big, HOPWTR Gets Seasonal
This week’s new sips include additions to the THC spirit alternative category, a Mexican-flavored sparkling water from the makers of Jarritos and a line of gut-health products from Pressed Juicery.
Primal Kitchen’s Morgan Zanotti Returns With Sparkling Protein Water Waay
Primal Kitchen co-founder Morgan Zanotti returned with her second entrepreneurial endeavor this month: sparkling protein water brand Waay.
Shohei Ohtani Pitches in to Launch Syncron Performance Beverage
Los Angeles Dodgers phenom Shohei Ohtani's flexibility extends off the diamond as Ohtani is aligning with Syncron, a subsidiary of Japanese conglomerate Kowa, to add another beverage to his brand partnership portfolio.
Marketing: Tom Holland and Robert Downey Jr.’s Super Beverage Team Up
From the screen to the cooler, actors Tom Holland and Robert Downey, Jr. are bringing their respective beverage startups together for a limited edition collaboration: BERO Coffee Draught and Happy Eternal Hoptimist ground coffee.
Trip Reveals New Flavor, Format & Hire As Brand Crosses Sales Milestone
Relaxtion drink Trip is making good on its goal for US expansion in 2025, announcing today the release of a new flavor and distribution, as well as a hiring of Abby Redick as SVP of Sales.
Powerade Launches Enhanced Water As First Innovation In Five Years
Power Water is a new electrolyte water by Powerade, expanding its opportunity in the growing hydration category.
SPINS Expands With Marketing, AI Capabilities
SPINS today announced the debut of two new platforms for both CPG brands and retailers that will expand the market researcher’s capabilities into digital marketing and AI enablement.
UFC Champ Michael Chandler Partners With Phorm Energy; Production Expands
The energy drink brand, a joint venture backed by 1st Phorm, UFC boss Dana White and Anheuser-Busch InBev, has revealed three-time mixed martial arts (MMA) champion Michael Chandler as its newest partner and a central focus of new content and marketing.