the Last Drop
Absolut Vodka, Tabasco announce new spicy vodka
Absolut Vodka and TABASCO are heating things up with a spicy new collaboration with the launch of Absolut TABASCO. Launched in February, the new product spans more than 50 markets, including the United States and United Kingdom. This bold innovation captures the heat that spirit drinkers worldwide crave, the brands say. The vodka was crafted by fusing Absolut Vodka with a unique and completely natural essence created from the fermented, aged red pepper mash used to make TABASCO Sauce. “At Absolut Vodka, we have never been afraid to do things differently or create something bold — and now, we are at it again,” said Craig van Niekerk, global vice president of marketing for Absolut Vodka, in a statement. “People want to feel some heat in their drinks. What better way to do it than by combining one of the world’s leading hot sauce brands with the world’s leading premium vodka brand? For anyone who wants to dial up the heat, whether it’s Saturday night cocktails or Sunday brunch, this spicy vodka is definitely for you.” The offering comes amid a strong, growing demand for hotter flavors, the brands note, as consumers are craving heat now more than ever, whether it’s for a Bloody Mary that bites or a Spicy Lemonade that tingles.
Miller Lite unveils ‘Legendary moments start with a Lite’ campaign with Christopher Walken
Miller Lite brand has unveiled a new creative platform titled “Legendary moments start with a Lite.” The campaign stars legendary actor Christopher Walken and is designed to remind people that the moments we remember most start with a buddy over a beer. Developed by Leo Chicago, the new 360-creative platform is set to appear across TV, social, influencers and retail. The platform showcases the evolution from celebrating legendary stories of the past 50 years to inspiring new moments right now. Miller Lite says the message is simple: say yes, grab a beer, see your friends and let the legendary moment unfold. “For more than five decades, Miller Lite has been part of people’s favorite memories,” said Sofia Colucci, chief marketing officer for North America at Molson Coors Beverage Co., in a statement. “This platform is about inspiring the next generation of legendary moments by encouraging people to say yes to plans and enjoy the simple moments that bring us together. This is just the start — throughout the year, you’ll see big new creative work like this that champions beer and connects to clear consumer insights, not just from Miller Lite but our full portfolio of brands.” The launch spots “Ditch the Apps,” “Ditch Going Home” and “Just Say Yet” feature Walken as a catalyst who turns everyday encounters into legendary moments with Miller Lite.
Cambio Roasters reveals sustainable campaign introducing recyclable aluminum coffee pod
In partnership with Lipman Studio, gourmet coffee brand Cambio Roasters launched a new purpose-driven campaign. The Great Taste, Less Waste campaign challenges consumers to rethink what single-serve coffee from Keurig machines can be and spotlights the first-ever, infinitely recyclable aluminum coffee pods made for Keurig machines, Cambio says. Designed to deliver a fresher, more sustainable brew, Cambio’s innovative pods help combat the estimated 54 million plastic K-Cups that end up in landfills every day in the United States. Cambio was created by the same minds who worked at Keurig 25 years ago, the brand adds, when the coffee experience was revolutionized with the convenient K-Cup model. With the new aluminum coffee pods, the brand is continuing to evolve the coffee experience for the next 25 years and prove that better coffee does not have to come at the planet’s expense, it adds. The coffee in these new pods is brewed from the top Arabica beans in the world, the company notes. With Lipman Studio, Cambio created a 30-second ad campaign titled “Cost of Convenience,” which is part of a larger two-minute film.
OLIPOP launches soda-inspired lip collection with Cocokind
OLIPOP revealed a collaboration with Cocokind last month that merged Cocokind’s beloved ceramide lip blur balm collection and three of OLIPOP’s best-selling soda flavors. The nourishing lip balm is infused with skin-loving ceramides and peptides, the brand says, and is available in Strawberry Vanilla, Cherry Cola and Cream Soda. The balms are sheer and glossy. Strawberry Vanilla features “a bright strawberry pink with sweet, creamy nostalgia,” while Cherry Cola offers “a bold cherry red inspired by that first fizzy sip,” the company says. Cream Soda is “the perfect clear, glossy balm kissed with subtle shimmer,” it adds. The balm locks in hydration and blurs the lips for a fuller, plump look, Cocokind notes, and is specifically designed to support the lip’s thinner skin barrier. It glides smoothly with a soft, cushiony feel and glossy finish and is designed for sensitive skin without petrolatum, lanolin or essential oils, it says. Plus, the lip balm’s cap features a built-in ring for charms and can easily attach to a set of keys, a lanyard or bag so the lip balm never goes missing. The balm is available on Cocokind’s website as well as in stores and online at Ulta Beauty. Charms are available for purchase as well.
CELSIUS enters new era with Aston Martin Aramco Formula One partnership
Energy drink brand CELSIUS announced an exclusive, multi-year global partnership with Aston Martin Aramco Formula One (F1). CELSIUS will serve as an Aston Martin Team Partner and official energy drink of the F1 racing team. The move represents CELSIUS’ commitment to fueling growth on a global scale, aligning the brand with one of the most dynamic, ambitious teams in the sport, the brand says. Aston Martin and CELSIUS will “energize fans around the world while pushing the boundaries of performance and innovation,” bringing CELSIUS’ LIVE. FIT. GO. mindset to life. “Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for CELSIUS in Formula 1,” said Kyle Watson, chief brand officer of Celsius Holdings Inc., in a statement. “With a shared drive to LIVE FIT, push boundaries and achieve excellence, we’re thrilled to activate the Aston Martin Aramco partnership on a global scale and further integrate CELSIUS at the intersection of culture and sport.” As CELSIUS expands its global footprint, it says that F1 is the ultimate stage to connect with fans worldwide. Through this partnership, the brand will bring new energy and immersive experiences to a passionate and highly engaged F1 fanbase. The pair are set to collaborate on a series of events engaging the fitness and F1 community alike during key races, it adds. The partnership is slated to kick off at the Melbourne Grand Prix with additional locations races to be announced.
