Having been in the food and beverage business for 92 years, marketing campaigns are nothing new to Ocean Spray. After a viral TikTok movement, the company recently announced its latest campaign: “What will you do with all that power?” The multichannel campaign showcases the power of the cranberry through custom animation, science and history, especially the history of the farmer-owned company. “With our amazing agency partners, we have brought our brand to life in a way that tells the story of our mighty cranberry with simplicity and humanity, staying rooted in culture as the next extension of our brand, inviting consumers to harness the power of the cranberry in their own individual journeys,” said Dan Hamilton, head of Ocean Spray’s marketing center of excellence, in a statement. The campaign, developed with Ocean Spray’s new creative AOR Lightning Orchard, features TV and digital spots. It will be launched on TV, various social media platforms, and programmatic video. “We put on waders, walked amongst the berries, and felt something magical,” said Jimm Lasser, executive creative director at Lightning Orchard, in a statement. “During creative development, it was exciting to see the team evoke that power we experienced on our visit. We are so excited to share that new vision, and what makes cranberries so special, with audiences.”

Former “Dance Moms” star Nia Sioux teamed up  with Harvest Hill Beverage Co.’s SUNNYD for a summer contest. The Summer ReFresh Contest took place on TikTok after Sioux posted the initial kick-off video. “I’m so excited to partner with SUNNYD to bring back their lemonade flavors, which are the coolest refreshments for hot summer days. Between the summer flavors and the summer merch, both our closets and our taste buds are getting a refresh.” Consumers participated by posting a duet video on TikTok that showed how they’re refreshing their style for a sunny activity outside, the company says. The grand-prize winner is set to receive nearly $5,000 in prizes, with $4,500 in cash, plenty of summer swag, and a supply of SUNNYD’s Raspberry Lemonade and Lemonade for the summer. Consumers who missed out on the contest still can purchase from SUNNYD’s Swag Shop, which is open for a limited time through the summer. “We love seeing today’s Gen Z consumers embrace many of the styles the original SUNNYD fandom grew up wearing,” said Ilene Bergenfeld, chief marketing officer of Harvest Hill Beverage Co., in a statement, referring to the array of tie-dye apparel. “Making classic summer staples current again was the inspiration behind this summer’s swag drop, taking our cue from a summertime classic, lemonade but with a SUNNYD twist.”

SUNNYD’s nostalgic ‘Summer ReFresh Contest’

Renowned rock band Muse has partnered with Jim Beam Bourbon in a new campaign, “Welcome Sessions.” The music campaign, which kicked off last month, was designed to connect consumers and celebrate the unrivalled power of live music in creating strong communities, the company says. With live events and exclusive content series launching throughout the summer, there will be a first-ever Welcome Sessions Live concert at Jim Beam’s Kentucky Distillery. Muse is set to perform at the Clermont, Ky.-based distillery and continue the partnership through the band’s summer festival run. “Without the ongoing support of our community we wouldn’t be here today,” said Matt Bellamy, Muse’s lead vocalist and guitarist. “After nearly four years away, it’s brilliant to partner with Jim Beam to reconnect with our fans and celebrate our shared love of music through Welcome Sessions.” The bourbon brand, in its nearly two-century history, has long celebrated the belief that you only feel truly connected when belonging to a community, it notes. Veronique Mura, the company’s global brand vice president, concurred that belief. “As music fans emerge into this new world, their need to reconnect and reunite with the communities around them is greater than ever,” Mura said. “With the latest evolution of our Welcome Sessions campaign, we’re excited to double-down on our promise to music fans to create unique shared experiences that bring us closer together.”

A limited-edition Banana Cream flavor of OLIPOP functional soda was released just in time for the new Illumination and Universal Pictures film: “Minions: The Rise of Gru.” The flavor, which is available on OLIPOP’s website and Gopuff, will be sold in single cans in select markets through July 15. Inspired by the devious-but-loveable Minions’ love for bananas, the beverage is being marketed as a work of evil genius, the company says. The advertising campaign is a huge milestone for the company, which launched in 2018. With a value of $200 million, and an anticipated run-rate of $100 million by the end of 2022, the better-for-you brand has found success with out-of-the-box marketing tactics and nostalgia-infused flavors, it states. Such strategies have attracted powerhouse companies as well as celebrity investors, such as the Jonas Brothers, Gwyneth Paltrow and Camila Cabello. OLIPOP was started by entrepreneurs Ben Goodwin and David Lester when they sought out to make a functional soda, a beverage with a familiar taste, but with added benefits.

Host a ‘Front Yard Citrus Club’ with the help of Absolut

Absolut Vodka has collaborated with actress, author, and “The Real Housewives of Beverly Hills” alum Garcelle Beauvais for their newest movement: Front Yard Citrus Club. The movement was created to inspire consumers to mix it up this summer, making their front yards the place to be, the company says. The idea spurred from Absolut’s extensive portfolio of citrus flavors, which includes Grapefruit and Mandarin-flavored vodkas. “This summer, we’re inviting people to break up with the backyard and focus their entertaining energy on the front yard with Absolut’s Front Yard Citrus Club,” said Matt Foley, Absolut’s vice president of marketing, in a statement. Absolut, along with Beauvais, have created a variety of citrus-inspired coolers to serve as an invitation and a visual cue that the block is ready to mix and mingle, it says. “The front yard has always been a great place to meet new neighbors and reconnect with old friends, and Absolut’s Front Yard Citrus Club is the perfect way to mix it up this summer and bring people together,” Beauvais said in a statement. Beauvais will serve as the Social Director of the club, as she has worked closely with the brand on the custom collection of summer coolers.