the Last Drop
Monster Energy Ultra revealed its latest zero-sugar flavor: Fantasy Ruby Red. This new flavor comes with a first-of-its-kind immersive augmented reality (AR) experience revealing custom can art. In Los Angeles, visitors viewed a 10-foot-tall Monster Ultra can installation, “transporting them to a mixed-reality world” where the characters on the new textured cans, designed by artist Pinky Taylor, came to life. Viewers engaged with digital and physical 2D and 3D artistry through smartphones and tablets for what the brand calls “a multisensory journey where taste meets technology” powered by Monster partner AR/T HOUSE. “Duality pulses through the energy of life’s veins, a perpetual dance of contrasts,” Taylor said in a statement. “The characters, who embody good and evil, show how kindness and embracing self-love can bring harmony to the world. Seeing my artwork in animation through AR was a first, a cool experience to mark the launch of this flavor.” Attendees experienced vibrant visuals and dynamic soundscapes while immersed in exploring characters. “We wanted to create one of our most impactful and immerse launch experiences to date, bursting with our new Monster Energy Ultra Fantasy Ruby Red flavor into life,” said Dan McHugh, chief marketing officer for Monster Energy, in a statement. “Pushing the boundaries of innovation is part of the Monster Ultra DNA. Stepping into the world of our can art brought the energy of our new flavor-forward beverage to life, which will live on as we roll out the newest flavor nationwide for everyone to enjoy.”
Barmen 1873 Bourbon duets with Lainey Wilson for pop-up bar
Grammy award-winning country artist Lainey Wilson has partnered with Barmen 1873 Bourbon, the brand’s first-ever celebrity partnership. Kicking off a multi-year partnership, the duo collaborated to bring Wilson’s album, “Bell Bottom Country,” to life with a pop-up bar in Nashville called “Hold My Bourbon Bar.” The bar served cocktails made with the brand’s product, with inspiration from Wilson — including décor and drink names. “Music and bourbon are the perfect pairing, and together, they hit all the right notes,” said Alan Bremerkamp, director of marketing at Coors Spirits Co., in a statement. “Just like Barmen 1873 Bourbon, Lainey Wilson breaks barriers and is blazing her own path, which makes her the perfect artist for us to collaborate with.” All proceeds from the pop-up, which was open from April 5 through 7, went to Wilson’s charitable fund, Heart Like A Truck, which supports a variety of causes focused on changing lives for the better and celebrating triumph. “2024 has been an incredible year so far, and I’m thrilled to have Barmen 1873 Bourbon come along for the ride. Together, we’ll create memories for all my fans, starting with the Hold My Bourbon Bar, which will serve some delicious cocktails that I had the pleasure of helping create,” Wilson said in a statement. “I’m also so excited to share that 100% of the proceeds will support my Heart Like A Truck fund to help give back to communities and organizations across the globe.”
Project Pabst returns to Portland
Produced by Pabst Blue Ribbon (PBR), Project Pabst is a music festival that takes place at Waterfront Park in Portland, Ore., at the end of July. This will be the first time in seven years that the two-day, two-stage festival takes place. This year’s lineup includes icons like punk rock pioneer Billy Idol and hip-hop trailblazer T-Pain. Portland heroes Gossip are set to make their long-awaited return, while other performers include Manchester Orchestra, Soccer Mommy, Shannon & The Clams and more. The company says the lineup was “curated to showcase iconic acts alongside modern favorites and rising stars,” highlighting PBR’s dedication to championing music and art. The festival will showcase installations by visual artists and feature unique vendors and local food options as well. “Ten years ago, the team threw the first Project Pabst in Portland, and this year, we have the opportunity to bring it back to the city where it all started,” said Rachel Keeton, PBR brand director, in a statement. “We set out to create a festival that PBR fans would love, and I’m really proud of how this lineup delivers.” Tickets for the 21 and up event are on sale now.
Liquid Death, e.l.f. Cosmetics come together for CORPSE PAINT
Liquid Death recently paired with e.l.f. Cosmetics to create a makeup collection. The black metal-inspired makeup collection is one-of-a-kind and around for a limited time while supplies last. “When you set out to create a different kind of company, it’s important to align yourself with like-minded kindred spirits. We are both challenger brands on a one-way path to disruption,” said Kory Marchisotto, chief marketing officer at e.l.f. Beauty, in a statement. “e.l.f. and Liquid Death share a passion for self-expression and unexpected creativity. We’ve had a lot of fun — and a lot of laughter — bringing CORPSE PAINT to life. Pun intended.” The five-piece makeup kit contains the following products: Dead Set, Matte Magic Mist & Set; Kiss of Death, O FACE Satin Lipstick in All Night; Eye Die, No Budge Cream Eyeshadow in Wispy Cloud; Dead Line, H2O Proof Eyeliner Pen; Brush with Death, Putty Applicator; and Closed Casket, Removable Coffin Keepsake Box. “No one knows more about make up than the black metal community,” said Andy Pearson, vice president of creative at Liquid Death, in a statement. “Think how many times they’ve put it on or taken it off with every show. e.l.f. was the perfect partner to bring this collab to life because they could help bring this versatile, everyday look to the masses with high-quality, cruelty-free products.”
Starry teams up with rapper Lil Durk
STARRY is bringing a refreshing twist to basketball, along with basketball fan and rapper Lil Durk. Together, the pair will help basketball fans on college campuses unlock their on-the-court passion with STARRY FIZZ FEST. Students across four historically black colleges and universities (HBCUs) have a chance at winning more than $333,000 in scholarships and prizes, including a chance to secure an NIL deal to become one of the new faces of STARRY. The winner will get an all-expenses paid trip to Kia NBA Tip-Off later this year, with their image and likeness being featured on promotional materials for STARRY FIZZ FEST 2.0. “Being competitive doesn’t just apply to sport, life itself is about hunger, drive and teamwork,” the rapper said in a statement. “This initiative is about rewarding students for their grind on and off the court, showing love and supporting our people while chasing their dreams.” For those off the court, STARRY is partnering with the PepsiCo foundation for $80,000 in scholarships across the four colleges, awarding $20,000 to one student at each university. “Our mission with STARRY FIZZ FEST is to bring the excitement to basketball fans that the brand is known for, while rewarding HBCU students for their passion, amplifying their talent and offering opportunities that positively impact these universities, their students and their communities,” said Kent Montgomery, senior vice president of industry relations and multicultural development at PepsiCo, in a statement.