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MTN DEW celebrates 20th anniversary of BAJA BLAST
MTN DEW BAJA BLAST is turning 20 years old this year. To celebrate this “BAJAVERSARY,” the brand is giving fans a year full of MTN DEW BAJA BLAST celebrations and the opportunity to buy the flavor not only at Taco Bell, but also in bottles and cans all year. This will be the first time the flavor is offered in stores nationwide and year-round. “MTN DEW BAJA BLAST has cemented its place as a fan-favorite flavor in pop culture and as a staple in countless Taco Bell orders, so we knew we had to celebrate its 20th anniversary in a big way. Nothing’s better than giving fans what they’ve asked for, with a few additional surprises to keep the celebration going all year long,” said JP Bittencourt, vice president of marketing at MTN DEW, in a statement. “Thank you to all the BAJA BLAST lovers over the last 20 years. Because of you, everyone nationwide can now buy the beloved flavor in-stores and as always, at Taco Bell, all year long and earn rewards while doing so … that’s a win-win.” A promotion sponsored by the brand will give fans the chance to earn rewards: with every purchase of BAJA BLAST and BAJA BLAST ZERO SUGAR, in stores or at participating Taco Bell locations, consumers can scan to collect coins. Fans then have the chance to redeem BAJA gear, accessories, electronics, a Taco Bell deal and more, MTN DEW notes.
A Zero-Waste basketball experience
On Jan. 6, the University of Southern California Department of Intercollegiate Athletics and Better for All collaborated for the Coca-Cola Zero-Waste Men’s Basketball Game against Stanford University. The game took place at the USC Galen Center. Fans were able to enjoy beverages in Better for All’s renewable, certified home compostable cups. The lightweight and durable cups are made from Kaneka Biopolymers Green Planet PHBH, a material made by fermenting plant seed oils, the natural products innovator says. The non-toxic cups are designed to handle both cold and warm beverages, allowing fans to enjoy the game with sustainability in mind. The partnership between USC Athletics and Better for all has continued since the USC Zero-Waste Football Game, which took place in September 2023. The continued collaboration highlights USC’s commitment to both implementing and promoting sustainable practices within the realm of collegiate sports. Better for All and Kaneka Biopolymers are co-sponsors of all USC Basketball’s home games this season. Better for All is to provide cups to VIP attendees in the Galen Center.
Sparkling Ice, Annie Murphy show they are Anything But Subtle
Talking Rain’s Sparkling Ice announced the launch of its vibrant new marketing campaign: Anything But Subtle. The campaign features Emmy Award-winning actress Annie Murphy, who is known for her role as the over-the-top Alexis Rose in “Schitt’s Creek.” The company says the launch is its latest salvo to position Sparkling Ice for long-term growth. “Sparkling Ice is ‘Anything But Subtle’ — and so is our strategy for 2024 and beyond. This is the largest marketing investment we’ve ever made, and with it, we are attracting world-class talent, planning energizing new product launches and flavorful brand partnerships,” said Ken Sylvia, CEO at Talking Rain Beverage Co., in a statement. “This will be the most significant year in our company’s history as we proactively and aggressively look to expand our position as the No. 1 sparkling water brand in the U.S. Combined with our overall investment in operational excellence; we are in a very strong market position heading into the new year.” Murphy will be spotlighted as the brand’s “chief flavor officer” and her character will highlight how the company manages to “infuse such intense flavors into the zero-sugar sparkling beverage, the company says. “I’m so excited to partner with Sparkling Ice. Fun, bold and full of flavor — wish that was my yearbook quote in high school,” Murphy added.
Buffalo Trace Distillery’s Master Distiller, Harlen Wheatley, has partnered with Grammy-winning singer, songwriter and musician Chris Stapleton to unveil the premium blended Traveller Whiskey. Representing a first-of-its-kind collaboration of collective artistry, Traveller Whiskey is blended and bottled at the World’s Most Award-Winning Distillery under Wheatley’s supervision and is the result of “countless hours of testing, tasting and dedication to craftsmanship,” the company says. The 90-proof Traveller has notes of oak, sweet maple, tart currant and leather, with aromas of vanilla, aged fruit, buttery shortbread and caramel, it notes. “Partnering with Buffalo Trace Distillery and Harlen Wheatley feels like a bucket list scenario for me. Some things just make total sense — and this is definitely one of those things,” the “White Horse” singer said in a statement. “Bottles from barrels that Harlen has cared for have been with us from every note we’ve ever recorded, backstage before shows and in all the moments we’ve created along the way. I believe what we’ve achieved with Traveller Whiskey not only represents our shared history, but also a common artistic vision and uncompromising standards of taste. I couldn’t be prouder of what we’ve made.”
Buffalo Trace, Chris Stapleton bring artistry together
Zacapa Rum, a brand of Diageo, unveiled its latest campaign: Lips to Soul. The bilingual campaign was created in response to “the yearning for depth that consumers are craving from the world of luxury,” the brand states. Zacapa describes the campaign as both evocative and vibrant. Zacapa’s aging facility is located in the Guatemalan mountains, where barrels age to perfection and are then meticulously blended and then poured into Zacapa’s signature curved bottle, it says. A community of more than 700 women wrap the bottles with handwoven bands of Petate, it adds. “We’re thrilled to be sharing this new global campaign — it’s a huge moment for our brand, during a time when ultra-premium and luxury rum is driving virtually all of the growth within the category,” said Christina Choi, senior vice president of Diageo, in a statement. “We wanted to tap into the consumer desire for depth, and bring to life that instant sensory connection that people feel when they try Zacapa. We believe there is no greater feeling than being surprised by experiences that capture our imaginations and spark a sense of wonder in us — and that’s what we set out to achieve in Lips to Soul.” The campaign features a “highly sensorial film” that is inspired by the landscape of Guatemala, capturing the way the rum is aged above the clouds and the importance of community.
Zacapa Rum’s Lips to Soul campaign showcases Guatemalan influence