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Last month, High Noon celebrated National Pool Day with Swimply, a premium pool rental platform. The strategic partnership between the two brands was to “provide the ultimate experience” for select fans across the country, it says. On July 15, the first 50 people who rented a pool at highnoonswimplysummer.com had their private pool days covered and received a High Noon Pool Kit, with all the pool day essentials, like a cooler, Koozie, High Noon merchandise and more. “As the No.1 premium hard seltzer, we can’t help but be obsessed about elevating everything about our fans’ summers,” Brandon Lieb, vice president at Spirit of Gallo, said in a statement. “Our partnership with Swimply, who shares our sunny outlook, allows us to continue treating our fans to epic summertime experiences, this time by giving them exclusive access to enjoy High Noon poolside.” Swimply’s co-founder and CEO, Bunim Laskin, took the idea on Shark Tank in 2020. In a statement, Laskin said that the partnership between Swimply and High Noon “brings a natural synergy, as both companies are at the heart of summer culture, and promote fun in the sun with friends and family.”
High Noon, Swimply gear up for
National Pool Day
Brisk teamed up with rapper Ty Dolla $ign last month for Enter Dragon Paradise. The iced tea and juice company says the Miami event was “an epic escape for music lovers, culture creators and foodies alike” to celebrate the launch of Brisk Dragon Paradise Sparkling Iced Tea. Dragon Paradise is Brisk’s first-ever sparkling tea and is only available at participating Taco Bell locations nationwide. The event, which took place July 21, brought five fans to Miami ahead of a music festival, with VIP passes included, and into Dragon Paradise, where Dragon Paradise-themed cocktails and mocktails were served, along with Taco Bell goodies like burritos and bean tacos from a company food truck. “At Brisk, we have a rich history of bringing bold flavor to our enthusiastic fans and giving them access to authentic experiences and innovations,” Katrina McDonald, senior marketing director of Pepsi Lipton Partnership, said in a statement. “We’re excited to bring the spirit of Brisk Dragon Paradise to life with this epic event, especially with the music and entertainment space that celebrates and embodies the same creative individuality and passion as our fans.”
Brisk, Ty Dolla $ign take fans to Miami
WNBA star Sue Bird was honored by Crown Royal Regal Apple in July. The Canadian whisky brand paid tribute to Bird for her “self-expressive, trailblazing accomplishments that inspired millions on and off the court” through a partnership with Franchise magazine, a publication dedicated to global basketball culture. Aside from the publication, Franchise also has apparel and prints. Bird graced the cover of Issue 07 in a design by artist Chris Lloyd. The Crown Royal Regal Apple x Franchise merchandise, which was available for a limited time, featured a Crown Royal Regal green bag “that pays homage to No. 10 Sue Bird and her final season, including branding elements from Crown and Franchise Issue 07 along with Bird’s unmistakable signature.” Only 200 of these were made, and only fans ages 21 and up were able to obtain such an item, which came with the latest Franchise issue and ingredients for the Royal Dime, a cocktail curated by Bird and Crown Royal Regal Apple. Crown Royal is donating $100 to Washington State’s Black Future Co-op Fund, for a total of $20,000.
Crown Royal honors WNBA royalty, Sue Bird
LIFEWTR, a premium bottled water brand, recently paired up with NBA icon LeBron James for a multi-year partnership. The brand says the collaboration “synergizes James’ passion for community, empowerment and storytelling with the brand’s mission to help people thrive.” The collaboration with the basketball star will include dedicated debut programming that is to be announced later this year. “I’ve always loved LIFEWTR and how every detail — from the original art showcased on its bottles to the brand’s efforts to champion diverse voices — serves a bigger purpose,” James said in a statement. “LIFEWTR is all about inspiring creativity, and I want the kids in my I PROMISE program and people everywhere to be inspired by the exciting work we’ll do together.” James launched I PROMISE in 2018 with a public school, and it now has an institute, village, housing and more. Zach Harris, vice president of water portfolio at PepsiCo Beverages, noted that James’ “unwavering dedication” to improving and inspiring communities mirrors the mission of LIFEWTR.
Changing lives with LIFEWTR and LeBron James
SKYY Vodka announced a partnership with Universal Pictures and Oscar winner Jordan Peele’s Monkeypaw Productions. SKYY’s campaign, “What’s in the SKY(Y),” is set to prepare audiences for Peele’s upcoming horror film, “Nope.” The co-branded, on- and off-premise campaign among the three companies “includes out-of-home, social media, sweepstakes and experiential activations” through Aug. 16. Participants can find retail displays “revealing the film’s ominous iconography” across the United States that instruct them to text for a chance to win tickets to see “Nope” in theaters. “Jordan Peele’s ‘Nope’ will be lifting audiences’ eyes toward the sky all summer, so we knew this major event film was the perfect partnership opportunity for SKYY Vodka,” Sean Yelle, senior category marketing director, White Spirits at Campari America, said in a statement. “We’re thrilled to join forces with Universal and Monkeypaw, as audiences discover what’s really in the ‘Nope’ sky on July 22. And starting now, consumers can enjoy what’s in SKYY Vodka, including our reformulated liquid, which is made with water enriched by Pacific Minerals for a fresher cocktail.” Participating movie theaters can elevate the consumer experiences with an array of “Nope” x SKYY cocktails, such as the Cos-NOPE-olitan.
SKYY Vodka partners with Universal Pictures, Jordan Peele
