the Last Drop
Gatorade’s “Is It In You?” tagline returns
Gatorade recently announced the return of its iconic tagline, “Is It In You?” with the largest campaign in the brand’s history. The tagline was first cemented into sports culture in the 1990s and early 2000s with Michael Jordan dripping Gatorade-colored sweat. Gatorade is reintroducing the concept of “IT,” which is the inner drive that fuels greatness with a modern twist for a new generation of athletes, the brand says. The original campaign helped fuel Gatorade’s growth, and now is returning as the brand maintains its strong position leading the sports drink category, it notes. “As the brand that has been on the sidelines fueling athletes for decades, we’re committed to not only helping them stay in the game, but also celebrating their unique ‘IT,’” said Anuj Bhasin, Gatorade’s chief brand officer, in a statement. “The return of ‘Is It In You?’ ― our biggest campaign of all time ― is about acknowledging how much the sports landscape has changed, while reminding athletes that one thing hasn’t — the inner drive that fuels you — and that’s what matters most.” The campaign made its modern-day debut with a 60-second film, “It Hasn’t Changed.” The film is to remind athletes everywhere that it’s not about hype, clout, clicks or likes — it’s inner drive that fuels greatness, the company says.
In its new global campaign, SKYY Vodka is urging fans to “Embrace Every Y.” The campaign was shot by Nadia Lee Cohen and motion directed by Charlie Denis. The campaign, which is inspired by the SKYY name, uses the brand’s iconic extra “Y” as an invitation to challenge conformity and embrace unexpected ways to enjoy every moment. The campaign also is a nod to SKYY’s founder, who was a true inventor never content with accepting the status quo, the company says. SKYY is at its best when it pioneers its own style, so with this new campaign, the brand is setting out to embrace its bold creativity once again, it adds. The campaign features a visual aesthetic and bold imagery reflecting SKYY’s golden age, “with unexpected visuals that beckon the audience to immerse themselves in the enchanting, cinematic world.” It highlights seven scenes, with each scene drawing the audience to a “Y?” question that aims to inspire those who disrupt conformity by sparking the unexpected. “After successfully relaunching SKYY Vodka globally over the past two years, we’ve seen high rates of recruitment and consideration thanks to our exceptional quality,” said Raul Gonzalez, global managing director for spirits at Campari Group, in a statement. “The next step for us is to focus on building brand love with our consumers. The campaign is meant to exemplify their passion for elevating the ordinary and living life to the fullest — a value SKYY shares. We look forward to welcoming more people into the world of SKYY by embracing the bold, vibrant spirit the brand was born with.”
SKYY Vodka embraces every “Y?” with new global campaign
Blue Bottle Coffee, The Weeknd release Ethiopian-inspired coffee
Along with Blue Bottle Coffee, Abel “The Weeknd” Tesfaye, and his mother, Samra, invite consumers into their world with an all-new coffee blend, the Buna Tetu Collection. The blend is named after Ethiopia’s traditional Buna Tetu coffee ceremony and is a combination of premium Ethiopian and African coffees. It is available for a limited time across the United States and select Canadian provinces and territories in two formats: Whole Bean and Craft Instant Coffee. Buna Tetu Blend is the latest coffee release under the Samra Origins product line. Tesfaye and his record label, XO, were first introduced to Blue Bottle Coffee in May 2023. Samra Origins celebrates Ethiopia’s coffee culture and coffee excellence. “The Ethiopian tradition of Buna Tetu is synonymous with home for me and has greatly deepened my appreciation for Ethiopian coffee,” Tesfaye said in a statement. “The coffee ceremony was a significant piece of our culture my mother would share with our guests, and I remember coming home to the smell of coffee roasting and the chatter of family. Sharing this piece of our culture is very special for my mother and me.” The Buna Tetu ceremony involves meticulous steps of roasting, grinding and pouring coffee, which is steeped in tradition and serves as a time for friends and family to connect with one another. “I’m excited about Samra Origins highlighting coffee and its role in Ethiopian culture,” Tesfaye added. “This product line with Blue Bottle is special because it brings in the passionate coffee community around Ethiopian customs while maintaining the premium standards Ethiopia is known for.”
Sierra Nevada Brewing Co. renews commitment to conservation
Sierra Nevada Brewing Co. announced a three-year renewal of its partnership with the Trust for Public Land (TPL). The renewal is an extension of the collaboration that began in 2022. TPL is a nonprofit dedicated to conserving America’s lands and waters. The brewing company has committed $150,000 annually for the next three years to support TPL’s vital conservation efforts, which extend across the United States and include expanding national and local parks, creating trail systems and protecting community forests and cultural sites. The funds will directly impact areas in the brewery’s namesake mountain range and surrounding areas. Specific projects include the proposed 82-mile Pines to Mines regional trail, which links Truckee with Nevada City, as well as the continued conservation of Huysink Lake in the Tahoe National Forest. “We are immensely grateful for partners like Sierra Nevada Brewing Co., whose commitment furthers our mission,” said Guillermo Rodriguez, vice president of Pacific Region and California state director for TPL, in a statement. “Their support is crucial in addressing the pressing challenges faced by the Sierra Nevada region — a vital source of biodiversity, clean drinking water for millions of Californians and carbon sequestration. Our work aims to protect these essential resources while providing recreational opportunities connecting people to nature. Together, we can ensure the Sierra Nevada remains a thriving outdoor playground for generations to come.”
Casa Azul partners with Luke Bryan as official sponsor of Mind of a Country Boy Tour
Casa Azul Spirits announced that it is the official sponsor of Luke Bryan’s Mind of a Country Boy Tour, which kicked off back in June. As a tour partner, Casa Azul will elevate the concert experience for fans across the nation with an exclusive sweepstakes and on-premise availability. Casa Azul is offering fans a chance to enter its Fly Away Sweepstakes, which includes the opportunity to win a trip for two to the Sept. 14 Luke Bryan concert in Tampa, Fla. The prize package includes round-trip flights, hotel accommodations, a $500 gift card for expenses and a meet-and-greet with Luke Bryan. The brand also is hosting local ticket giveaways to provide fans in select show markets with the opportunity to win tickets to the Mind of a Country Boy Tour show closest to them. “I was excited to partner with Casa Azul for this tour because their product is not only great quality, but the energy they create around its brand fits perfectly with how I like my shows to feel each night,” Bryan said in a statement. “We are going to have a blast out there.” Attendees of the tour can indulge in refreshing Casa Azul Tequila Sodas and select flavors of the new Playa Pack. “As a superstar entertainer, Luke Bryan brings unparalleled passion to his concerts. We are thrilled to partner with Luke’s Mind of a Country Boy Tour and offer fans across the country unforgettable experiences, with a refreshing Casa Azul in hand,” said Dennis Carr, Casa Azul CEO, in a statement. “Through our exciting sweepstakes and availability at shows, we aim to enhance the concert experience and create lasting memories for Luke Bryan fans everywhere.”