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Malibu, a brand of Pernod Ricard USA, kicked off the summer with a modern twist on the 1979 Rupert Holmes song “Escape (The Piña Colada Song).” The remix is sung by American singer-songwriter and former “American Idol” contestant Jax. “Just like that first sip of Malibu, there’s something special about The Piña Colada Song that you hear and are transported from any moment to one that exudes summertime fine,” Jax said in a statement. “This widely popular tune that I had the opportunity to remix is the essence of summer vibes and perfect backdrop for any drinking occasion with Malibu.” Malibu also teamed up with resort wear brand Kenny Flowers for a limited-edition Escape-wear Collection for National Piña Colada Day on July 10.
Malibu shakes things up with “Escape (The Piña Colada Song)" remix
“We’re celebrating Malibu’s status as the go-to brand forPiña Coladas by spotlighting the iconic cocktail’s ability to unlock carefree confidence and inspire our consumers to Do Whatever Tastes Good,” said Matt Foley, vice president of marketing for Malibu, in a statement. “We hope to further establish the Piña Colada in culture, making it symbolic of a lifestyle not just during the summer, but one that goes beyond that with this feel-good favorite song that you can enjoy anytime, anywhere.” Additionally, Malibu is giving away a total of $100,000 to Piña Colada enthusiasts on Venmo. Consumers aged 21 and older can enter the Venmo sweepstakes through Sept. 4.
Parker McCollum
country music star
Loud Lemon announced a partnership with country music singer Parker McCollum. The partnership, which initially began as an investment at the brand’s inception during the pandemic, “blossomed into a full-blown collaboration that includes a co-created flavor” for the upcoming line of vodka-based Lemonade Cocktails, it says. The brand and the “Pretty Heart” singer co-created a flavor called Cranberry Sunrise. “COVID-19 was an obstacle in many ways, but it gave us and Parker the time to understand each other better and create work that makes sense,” said Jeff Outlaw, founder and CEO of Loud Lemon, in a statement. “Collaborating with Parker to create the new Cranberry Sunrise flavor showcases the truest kind of partnership. We’re lucky and proud to have Parker on our team.” Parker’s wife, Hallie Ray, also had a hand in working on the Cranberry Sunrise flavor. McCollum added: “When Jeff approached me and Hallie Ray to create the new flavor, we jumped at the chance. Cranberry Sunrise turned out delicious and I’m excited to be part of such a fun, innovative company with such a passionate founder.”
Smirnoff ICE hits the road for Relaunch Tour, supporting Women In Music
With additional dates announced, Smirnoff ICE is keeping the party going this summer with its Relaunch Tour summer concert lineup, featuring names like Steve Aoki, Elena Rose, The All-American Rejects and Danielle Bradbery. All proceeds from ticket sales from the newly announced dates, which are in Los Angeles and Dallas, will support Women In Music, a nonprofit dedicated to advancing the equality, visibility and opportunities for women in the musical arts through education, support, empowerment and recognition, the company says.
“Smirnoff ICE is not only celebrating its iconic status of more than 23 years connecting people with experiences they remember, but even more importantly, the brand is shining a spotlight on our newest partnership with Women In Music to push gender equality in music and entertainment,” said Lisa Lee, Smirnoff ICE brand director, in a statement. “We’re proud to bring some of the hottest female talent of our time to the stage at each tour date this summer, kicking off with a one-two punch in LA and Dallas.” Aside from LA and Dallas, the Relaunch Tour is hitting Charlotte, Indianapolis, Lake of the Ozarks and Atlanta. In a statement, Moira McCarthy, global vice president of Women In Music, noted that the concert series demonstrates “the achievability of gender parity and diverse representation in live music.” She also said that the nonprofit was “thankful for the opportunity” to share its mission with fans of Smirnoff ICE.
JOYBA Bubble Tea launched its new campaign, “Real Tea, Real Talk,” in partnership with Lady Gaga’s Born This Way Foundation and other influencers. The campaign is aimed to bring awareness about mental health support for youth, as well as equip them with tools to support each other, the company says. “Joyba is all about celebrating joy in small everyday moments. So many people love bubble tea because it’s tasty and refreshing, and the simple act of enjoying the bubble tea experience together gives us an opportunity to connect and share meaningful moments with others,” said Maggie Streng, brand manager of Joyba, in a statement. “We are excited to help young people access that joy and connection anytime, anywhere, by partnering with Born This Way Foundation to raise awareness for their work to eliminate the stigma surrounding mental health.” The bubble tea brand is bringing awareness to the foundation’s initiative and encouraging individuals to earn there Be There Certificate. The free online course provides individuals with the knowledge, skills and confidence they need to support their peers, such as how to identify signs of mental health struggle and start conversations surrounding mental health, the company notes. JOYBA also is partnering with Antonia Gentry of Netlfix’s “Ginny and Georgia” to raise awareness of the new campaign and partnership with Born This Way Foundation.
JOYBA Bubble Tea introduces
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Friends of Boxed Water recently hosted an event at the Williamsburg SoulCycle in Brooklyn, N.Y. The event celebrated Boxed Water’s expanding presence in New York, its urban tree planting efforts in Queens and the brand’s new Watermelon flavor. SoulCycle recently converted all in-studio packaged water to Boxed Water, and attendees of the “Greenhouse” spin were “treated to lush, foliage-forward studio rides with an abundance of decorative plants” and then hydrated with Boxed Water afterwards, the company notes. “We wanted to underscore a theme of replenishment in our role of offsetting plastic waste, offering clean hydration and planting trees,” said Kavita Shah, vice president of marketing at Boxed Water, in a statement. “We are thrilled that our presence and role in New York is growing commercially and philanthropically, where businesses and consumers alike are pushing for change for the benefit of the planet.” As of June, 800 of a planned 2,000 urban trees were planted in Kissena Park, Queens, through One Tree Planted’s Urban Forestry Action Fund. The company says it is proud to support this project, as well as other urban planting efforts across the country — in cities such as San Francisco, Orlando and Boston. “We want Boxed Water’s existence to have a net positive effect with our consumers, our partners, and, most importantly, our planet,” said Boxed Water CEO Daryn Kuipers, in a statement. “It’s wonderful to share space today with people looking to make change in a way that’s fun, replenishing and celebratory.”
Friends of Boxed Water hosts “Greenhouse” SoulCycle ride in New York