7 Beverage Campaigns Embracing Summer
By Steve Holtz on Jun. 05, 20171. Heineken
CHICAGO -- Heineken USA will launch a new aluminum bottle for its namesake beer in select cities this summer.
The label design celebrates each location’s unique culture and geography, and the iconic red star and signature green ensure Heineken brand recognition, according to the company. The new aluminum bottle arrives this summer in New York, Los Angeles, Miami and Hawaii.
Heineken also launched a partnership with CBS’ "The Late Late Show With James Corden" that will include an exclusive sponsorship of the show’s on-set bar. Heineken signage, bottle displays, barware and more will be featured on air regularly within the show’s bar, where it will be available to serve to guests.
2. Hydrive
Hydrive Energy Water launched its “Relax or Recharge” destination contest. Hydrive Energy Water’s fans can enter to win $2,500 in travel vouchers to the destination of their choice. The vouchers include the following:
- $1,000 gift card to the airline of choice
- $1,000 Airbnb gift card
- $500 Visa gift card
Consumers can text “HYDRIVE” to 31279 to be entered in the contest.
Hydrive Energy Water is made by Austin, Texas-based Big Red and is an allied brand of Dr Pepper Snapple Group, Plano, Texas.
3. Nestea
With National Iced Tea Day just around the corner (Saturday, June 10), Nestle Waters North America’s Nestea is giving out free coupons to try the product. Nestle Waters relaunched Nestea earlier this year after reformulating and repackaging the 70-year-old brand.
4. Rogue Ales
Brewer Rogue Ales has dedicated four Pendleton Pale Ale cans to U.S. national parks. The new beer “is a refreshing ode to Crater Lake, Grand Canyon, Yosemite and Mt. Rainier,” the company said, and each park is honored with limited-edition cans inspired by Pendleton Woolen Mills’ National Parks Collection.
“The National Parks revolutionized the outdoors,” said Rogue President Brett Joyce. “Rogue and our friends at Pendleton Woolen Mills collided to create Pendleton Pale Ale in a package that begs to be taken into the wild and shared with friends.”
5. Mike's Hard Lemonade
Mike's Hard Lemonade's new multichannel advertising campaign is dubbed "Drink on the bright side." Created by The Annex, Chicago, the campaign is designed to spark laughter and generate smiles through content that mixes eccentric yet hilarious internet culture with playful, surreal animation, the Chicago-based company said. The marketing push brings digital-style video to television and marks the first time Mike's has shifted away from speaking about the occasion around drinking a Mike's Hard Lemonade to the emotion felt when drinking it.
6. Core Hydration
Core Nutrition, makers of Core Hydration premium pH-balanced bottled water, and Core Organic, the USDA-organic, low-calorie, fruit-infused beverage, has partnered with singer Ellie Goulding for its #TrueToTheCore brand campaign.
The Core brand is centered around being true to the core, from providing perfectly pH-balanced water that works in harmony with the body's natural pH levels to encouraging people to follow their passions as part of their overall wellness. In line with this, the #TrueToTheCore campaign is intended to inspire fans to be true to their body, as well as to what drives them, just as Goulding does with her music, fitness and lifestyle.
The campaign will feature print and digital advertising components with leading consumer publications, social-media integration across Instagram, Facebook and Snapchat platforms, out-of-home ads in multiple markets, and a retail and social-media sweepstakes to win a workout with Goulding.
7. True Drinks/AquaBall
True Drinks Holdings Inc., makers of AquaBall Naturally Flavored Water, the children's beverage made with no sugar, preservatives, calories or artificial flavors, has extended its licensing agreement for major Disney characters into 2019.
The renewed licensing agreement extends True Drinks' rights to entertainment properties that include Disney Princesses, Disney Frozen, Disney Mickey Mouse & Friends and Marvel Avengers through March 31, 2019. True Drinks will continue to use Disney's kid-friendly characters on AquaBall packaging to market its line of naturally flavored water to children.