Red Stripe is celebrating an extended Good Vibes Summer with an immersive, consumer-centric summer promotion. Beginning this month, Red Stripe is making the summer a little cooler by sending two consumers on a trip to Jamaica with the Red Stripe Photo Contest promotion. To keep the sun shining and bring summer fun to beer drinkers, Red Stripe also will give away high-value prizes every week, all summer long. The interactive photo contest includes Snap- Tag- Enter- consumer engagement, and provides the on- and off-premise channels with an incremental sales and profits opportunity. Running from May 1 through Sept. 12, the Red Stripe summer interactive campaign encourages in-store engagement by incentivizing shoppers to submit an original photo of themselves enjoying Red Stripe. Consumers can enter by uploading the photo to www.mdmhusa.com/RedStripeSummer, or posting via Instagram or Twitter with hashtag #RedStripeContest.

Parents might need a chocolate milk “time out.” A new Organic Valley/Ipsos poll finds that 58 percent of parents are guilty of drinking chocolate milk they purchased for someone in their household and more than a third of Americans (39 percent) admit to doing the same thing. Organic Valley conducted the nationwide survey in celebration of the coast-to-coast introduction of its new, lactose-free low-fat Chocolate Milk. “We developed our new organic chocolate milk with a specifically kid-friendly taste profile and reduced the sugar content and made it lactose-free so parents would feel good about making this purchase for their family,” said Minh-Quan Huynh, Organic Valley brand manager, in a statement. “However, these recent poll results revealed that kids might have to ask their parents to double their purchase so there is enough chocolate milk for the entire household.” The vast majority of Americans disagree that chocolate milk is just for kids (82 percent vs. 18 percent who agree). More than half (53 percent) of adults say that they would take a glass of chocolate milk over a glass of wine any day ― especially parents (60 percent vs. 51 percent) of those with no kids.

World record releases

Sierra Nevada Brewing Co. officially set a Guinness World Record for the farthest distance thrown by a trebuchet with a projectile weighing 44 pounds and over. The Guinness World Records title was set in celebration of a Sierra’s new beer: Big Little Thing Imperial IPA, a year-round offering that is available in cans and on draft nationwide. In an effort to match the bigness of Big Little Thing Imperial IPA, Sierra Nevada thought a Guinness World Records attempt using a keg catapult seemed fitting. On March 11, the beer was literally launched bigger than any beer has been launched before. The projectile that was catapulted was a half barrel Big Little Thing keg weighing 120 pounds, and the launching mechanism was a more than 20-foot tall custom trebuchet-style catapult dubbed The Big Little Thing Catapult. To set a Guinness World Records title, the brewery needed the catapult to launch a projectile farther than 253 feet. Sierra Nevada succeeded with an official launch distance of 438.81 feet. The record was officially set March 2, and a follow-up celebratory virtual event was livestreamed on YouTube on March 11.

In a one-of-a-kind gaming opportunity, Mountain Dew launched a limited-time mobile game "Zion Shoots. You Score." featuring NBA All-Star Zion Williamson. Through April 6, Williamson challenged fans to beat him ― as him ― against his highest in-game score. Those who did had an opportunity to be one of 14 winners randomly selected to play against the NBA star live and, if victorious, also win autographed Zion gear and a year's supply of Mountain Dew. “I'm always looking for ways to connect with my fans because of how supportive they've been of me throughout my career,” the New Orleans Pelican’s power forward said in a statement. “I'm pumped that Mountain Dew was able to make this game come to life, and I can't wait to compete with fans on the virtual ‘court.’” Additionally, consumers can go to MTNDew.live or scan unique QR codes on signage in-store at select retailers where Mountain Dew is sold to access the game through May 25 to win weekly prizes. Prize offerings include basketball merchandise, new kicks and even the ultimate Dew Finals Experience with tickets, flights and accommodation to the 2022 NBA Finals presented by YouTube TV.