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.
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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: Wildwonder, Le Mini Macaron Toast to ‘Feeling Good’
Female AAPI-founded brands Wildwonder and Le Mini Macaron are coming together for a pair of co-branded releases: a new limited-time RTD, Cherry Lemonade, and a nail lacquer kit. Plus news from 818 Tequila, Happy Products, Brew Dr. and Almave.
New Products: Suja Grows Green Juice Lineup, Cornbread Does THC Seltzers
In this week’s new products roundup, Suja expands its lineup of cold-pressed green juices, hemp-derived wellness product producer Cornbread enters the beverage world and Mountain Dew collaborates with Little Caesars.
Marketing: Anna Kendrick, Rebel Wilson Star for Splash Refresher
'Pitch Perfect' pals Anna Kendrick and Rebel Wilson reunite as the faces of a new TV campaign for Primo Brands' new sparkling Splash Refreshers line, plus more marketing news from Monster, Chamberlain Coffee, Reign Storm, Simply and more.
Daily Briefing (Insiders Only): No/Low Beverages Go On Tour
This is one case where drinking and driving kind of go together. With its third edition kicking off in Denver last month, the No/Low Tour, presented by for-profit industry group Focus on Health, aims to spread education, awareness and best practices for the red-hot adult non-alcoholic (ANA) and low-alcohol space.
New Products: FitAID Launches Supplements, Free Rein Goes Decaf
This week's new product gallery is filled with powdered supplements, new flavor launches for insurgent beverage brands and a nod to warm weather with lemonade mixers.
Here’s A First Look At BodyArmor’s Visual Makeover
BodyArmor unveiled its updated label design, new formulations and an advertising campaign leveraging its athlete ambassadors.
Marketing: Minute Maid Steps into the WWE Ring; Blue Bottle Teams With Marimekko
Just in time for its 80th anniversary, Minute Maid is partnering with World Wrestling Entertainment (WWE) to launch its ‘Bring the Juice’ multi-year platform that is “designed for longevity.”
Daily Briefing (Insiders Only): OWYN’s Protein Maxes Out, Atkins Drops
Rising interest in protein drinks, coupled with new innovation, helped Quest and OWYN (Only What You Need) offset the faltering Atkins brand for parent company The Simply Good Foods Company (SGFC) during the second quarter.
Marketing: Halfday’s PTO PSA; Celsius’ Vibe House
Looking for an incentive to use your accrued PTO? Well, Halfday has you covered. The canned iced tea maker is encouraging consumers to “take a half day on us” with its newest ad campaign, giving cash to 100 people to make the most of their unused PTO.
Diageo Strikes Deal With LeBron James-Backed Lobos 1707, Cîroc via Joint Venture
Diageo is teaming up with consulting and investment firm Main Street Advisors for a strategic joint venture that swaps out the spirits giant’s majority ownership of Cîroc Vodka in North America for a majority stake in basketball legend Lebron James-backed Lobos 1707 Tequila.
New Products: BRĒZ Goes Extra Strength, Waterloo Teams With Guy Fieri
In this week’s new products gallery, BRĒZ gives its flagship product an extra kick, Waterloo heads to Flavortown with Guy Fieri and La Colombe pays homage to a classic summertime treat.
Marketing Roundup: Waterloo Goes to Flavortown, Share a Coke Returns
Waterloo is partnering for the second year in a row with celebrity chef Guy Fieri on a new limited edition line of co-branded flavors: Lemon Italian Ice, Huckleberry Cobble and Spiced Mango Sorbet; The Coca-Cola Company’s “Share a Coke” cans and bottles are coming back.
Daily Briefing (Insiders Only): Saratoga’s Morning Routine Bump
Fitness influencer Ashton Hall’s morning routine has turned into a huge boost for Saratoga Spring Water, and after a viral video last month turbo-charged the brand’s sales, we’re watching for their next move.
Daily Briefing (Insiders Only): The Other Better-For-You Drink Category
Innovation around low-sugar, plant-based liquid is seeping into an OG better-for-you drink category, and no, we aren’t talking about “Modern Soda” or energy drinks. Today, senior reporter Lukas Southard has all eyes on the smoothies and juices sector.