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
Marketing: Something & Nothing Rethinks Modern Soda; Jarritos Turns 75
U.K.-based Something & Nothing is seeking to rethink the future of the category with its first stateside out-of-home campaign, “Not Pop.”
Ben Stiller Launches New ‘Nostalgic’ BFY Soda Brand Stiller’s
Actor Ben Stiller is joining the likes of beverage heavyweights Coca-Cola and PepsiCo in the modern soda stakes, launching his new low-sugar CSD line.
Wellness on the Rocks: Roxii Supercube Brings Functional Beverages into the Frozen Aisle
Powders and shots have become the go-to formats in the functional beverage category, but Roxii Supercube is targeting a different section of the grocery store: the frozen aisle.
Marketing: Everyday Dose Sponsors ‘Wellness Meets Culture’ Runningman Festival
In marketing news, functional coffee Everyday Dose sponsors Runningman Festival, Taste Salud's new soccer sponsorship and more.
New Products: Protein Coffees, Creatine Kefir And Seasonal Varieties
This week’s new products gallery is full of new protein-laced options as well as new LTOs for the changing of the seasons.
Marketing: Charles Barkley Takes Center Court with Coco5; C4 and RECOVER 180 Tap NFL Stars
Coconut water-based hydration beverage Coco5 is continuing its push from locker room staple to fast-rising wellness player with a new ad campaign starring co-owner and retired NBA Hall of Famer Charles Barkley.
Liquid Death Goes To Eleven With Spinal Tap Ad, Pro Sports Investors
Liquid Death has added a pro sports investment firm, 4th & 1 Ventures, as it launches a Spinal Tap partnered marketing campaign.
PATH Water Lays Trail to Profitability as Revenue, Margins Spike
As it works to close out an active Series B funding round, sustainable brand PATH Water is trotting directly towards break-even revenue and ramping up international production. PATH reported 2025 revenue is on track to surpass projections at over $75 million.
Celsius Enlists Former Mark Anthony Exec to Lead Marketing
Celsius Holdings has appointed seasoned marketing executive Rishi Daing as CMO, effective today. Daing most recently served as EVP of the Mark Anthony Group.
The Racers, Not the Race: How Brands Win With Run Clubs
Run clubs have increasingly become a prime opportunity to connect with consumers and gather valuable data to build deeper retail footprints.
New Adult Non-Alc Drinks From Parch, Lapo’s, Wilderton And More
This month’s adult non-alc offerings include a desert-inspired spritz from Parch, buzzy coffee elixirs from Lapo’s and Wilderton, and two agave spirit replacements that keep the plant in the forefront.
Huel Launches Daily Greens, Pushing Further into RTDs
The “de-powderization movement” is underway at Huel, as the British meal replacement brand reaches into the red-hot greens category for its next and widest RTD release.
New Products: Spindrift Packs A Punch, SunSip Covers A Classic
This week's new product gallery features Spindrift's latest seasonal release, a new budget-conscious line of blends from Tropicana, and SunSip's take on Classic Cola.
Marketing: Liquid I.V.’s RTD Rugpull Reveals Energy Play; Mountain Dew Teams with Brain Dead
As it turns out, Liquid I.V.'s reveal-turned-fakeout was the brand's way of teasing its deeper presence in the energy drink category with Energy Multiplier.