the Last Drop
Crown Royal partners with country star Kane Brown ahead of tour
Crown Royal has paired with award-winning, multi-platinum country music artist Kane Brown as the official whisky of Brown’s In The Air Tour. The brand joins the current Academy of Country Music (ACM) Entertainer of the Year Nominee on his tour, bringing its award-winning whisky and Purple Bag Project to several tour stops. The pair announced the “That Deserves a Crown with Kane Brown” contest, inviting country music and whisky fans aged 21 and older to “nominate a veteran for a chance to win the ultimate concert experience” at the final tour stop on Sept. 14 in Arlington, Texas. The opportunity is a celebration of country music and the true heroes of America: military veterans, the company says. Those interested can enter through Aug. 15. For every nomination, the company is donating $1 to CreatiVets, a nonprofit organization, to support their mission to help wounded vets heal through music and the arts. “It means a lot to partner with a brand that shares the same values as my fans and I,” Brown said in a statement. “It’s incredible to see how my music can bring people together to celebrate while also honoring the best among us, the military community. I’m excited to support CreatiVets and lend the ‘In The Air’ stage to give a spotlight to those who truly deserve a crown, veterans.”
This spring, PepsiCo teamed up with the Chicago Blackhawks Foundation to provide career insights and resources to West Side high school students through the GameChangers initiative. The Chicago Blackhawks Foundation launched this season, with PepsiCo serving as the presenting corporate sponsor. During visits to PepsiCo facilities in the Old Post Office and 35th Street Distribution Center, “students gained hands-on exposure to careers in various industries, including sports, hospitality and food and beverage,” the company says. On April 1, ASPIRA Business & Finance High School and Michele Clark Academic Prep Magnet School students delved into the heart of PepsiCo’s operations at the Distribution Center, participating in activities to broaden their knowledge of marketing and product innovation. On April 10, students stepped into PepsiCo’s workspace at the Old Post Office, taking professional headshots and participating in mock interviews. “Partnering with the Chicago Blackhawks Foundation for this new initiative is a natural extension of the work we’ve already been doing with local community leaders to increase access to career resources in South and West Side communities,” said Brittany N. Wilson, PepsiCo Chicago community relations manager, in a statement. “We will continue to show up for local students and provide exciting, tangible career experiences with the hope that it encourages them to pursue any professional opportunities that excite them.”
PepsiCo, Chicago Blackhawks Foundation team up for GameChangers initiative
Aviation American Gin
reveals Deadpool-inspired bottles
Ahead of the July 26 release of Marvel Studios’ “Deadpool & Wolverine,” Aviation American Gin, a brand of Diageo, is releasing six variants of limited-edition bottles inspired by the film. Fans aged 21 and older have the opportunity to “dive headfirst into the action” with the launch of these bottles, the company says. “I discovered Aviation American Gin while shooting the first Deadpool movie,” said Ryan Reynolds, Aviation American Gin co-owner, in a statement. “Back then, Aviation wasn’t big enough to tie-in to a big summer movie and Deadpool was lucky to get any sponsors at all. A few hundred weeks and drinks later, here we are. They grow up so quickly, don’t they?” Designed by Maximum Effort and Sandstorm Partners, the bottles draw inspiration from the film franchise. With sleek black glass accented with red custom strip stamps and metallic details, a nod to Deadpool’s colors, these bottles are the ultimate collector’s item for fans of both the movie and the spirit, the company says. Each bottle variant displays one of six distinctive Deadpool icons, while the exterior of each gin case simulates the look of Deadpool’s suit fabric. “Our collaboration with ‘Deadpool & Wolverine’ to create this series of bottles is a first-of-its-kind promotion for Aviation American Gin with one of the most iconic characters in pop culture history,” said Ricky Collett, global and U.S. brand director for Diageo, in a statement. “The custom bottle embodies the irreverent spirit of both brands and showcases our commitment to pushing cultural boundaries and redefining the gin drinking experience.”
Sprite revives “Obey Your Thirst” campaign with modern icons
To reintroduce its “Obey Your Thirst” campaign to the next generation of drinkers, Sprite is launching a new series of TV spots featuring two of today’s hottest athletes: Sha’Carri Richardson and Anthony Edwards. The relaunch also will include activations across limited-time packaging, digital experiences and sports partnerships. Originally released in 1994, the “Obey Your Thirst” campaign pushed boundaries by champion authenticity and its consumers in a way other brands did not, the company says. The reimagined campaign recognizes and celebrates the evolving desires and receptiveness of today’s audiences, it adds. “Now more than ever, this generation is bombarded with opinions and trends about how they should be living their lives,” said Brian Rogers, senior director of brand marketing for Sprite North America, in a statement. “As a brand deeply rooted in championing individuality and authenticity, Sprite recognizes the overwhelming pressure and impact this can have on the growth and ambitions of a younger generation. With the revival of ‘Obey Your Thirst,’ we’re excited to introduce this timeless message to Gen Z and inspire them to embrace their uniqueness and confidently chart their own path.” Richardson is the world’s fastest woman and the company’s first female athlete partner. Edwards is an NBA star who previously collaborated with Sprite in 2022. The pair will star in reimagining the original campaign.
Smirnoff ICE shares a simple message with the world: “Smirnoff ICE Surpr-ICES are coming.” The company has promised to keep consumers 21 and older on their toes, popping up at the hottest festivals and events, as well as encouraged those fans to join the movement one Surpr-ICE at a time. “One thing we can all agree on is life is better when there’s a fun surprise added to the day so when we noticed life just isn’t full of them anymore, we wanted to do something about it,” said Lisa Lee, Smirnoff ICE brand director, in a statement. “So this summer, we’re bringing Smirnoff ICE Surpr-ICES back in unexpected ways across culture to offer lighthearted fun to our fans regardless of whether they’re attending a festival or hanging out at home with friends.” The campaign features actor, comedian, host and author Trevor Noah in the brand’s latest national TV commercial and digital spots, which are directed by Spike Lee and feature Noah alongside actor Travis Bennett. “I’m excited to be partnering with Smirnoff ICE again,” Noah said in a statement. “We had a blast filming these spots and it’s gonna be fun getting to introduce the world to Smirnoff ICE Surpr-ICES.”
Smirnoff ICE ushers in era of
Surpri-ICES
Surpri-ICES