Meet Dewey,
the Clean Water Superhero
Home water filtration company Multipure announced a new mascot: Dewey, the Clean Water Superhero. Along with the introduction of Dewey, Multipure also is launching a family-friendly comic book series featuring Dewey that aims to inform readers about the significance of drinking clean, healthy water. Company executives will accompany Dewey on a multi-city tour around the United States to educate communities impacted by water quality issues. Dewey is “a spirited raindrop endowed with the innate powers of water,” with a goal to leave a lasting impression that “emboldens and motivates individuals to make informed choices for their well-being and the environment,” the company says. “Our forthcoming immersive comic book series will follow Dewey’s adventures as he educates readers about water filtration, environmental conservation and the impact of water quality on personal well-being,” said Zachary Rise, president of Multipure, in a statement. “Through captivating storytelling and vibrant illustrations, we hope to inspire individuals of all ages to take action and make conscious choices for a safer world.” The comic book series will be available for free digital downloads. Dewey’s tour kicked off in Baltimore in September and will conclude in Honolulu Oct. 19.
Unretirement with NFL icons
PepsiCo kicks off
In celebration of football season, PepsiCo’s Frito-Lay and Beverages brands are asking fans to imagine a world where their favorite players come out of retirement with the debut of its 2023 NFL Kickoff campaign Unretirement. A star-studded TV commercial, which debuted Sept. 10, brings current and former NFL players together, including Tom Brady and Josh Allen, and shows them watching football while enjoying Frito-Lay snacks and PepsiCo beverages. The players find themselves back out on the field. “Our brands are synonymous with the game day experience,” said Greg Lyons, chief marketing officer of PepsiCo Beverages North America, in a statement. “Game day is about enjoying friends, family and football — getting lost in the excitement and those moments when the pop of a can or the first crunch of a chip is heard. So, for the kickoff of the 2023 season, we’re amplifying that excitement even more by bringing together an iconic lineup of talent, snacks and beverages that only PepsiCo can deliver.” The campaign marks Allen’s first as part of his new multi-year partnership with PepsiCo. “Growing up, PepsiCo bands were game day staples in my household while I watched these NFL legends,” Allen said in a statement. “I never thought I’d get to share the field with a football great like Dan Marino, so it was a blast to shoot this commercial alongside everyone and be part of their ‘unretirement’ experience.”
Shaun White partner to
“Protect the West”
Whiskey distillery High West has partnered with three-time Olympic gold medalist and professional snowboarder Shaun White. High West and White will work together on the company’s Protect the West platform, which strives to “conserve the natural beauty of the West and all that inhabits it so it can be enjoyed by generations to come.” White grew up on the West Coast and he is dedicated to giving back to the land that mirrors that of High West’s. He will lend his voice to the Protect the West initiative, and has committed $1 million over three years to organizations dedicated to keeping the West wild. High West’s platform “distributes funding to organizations whose efforts fall into three focus areas: the fight against wildfires, protecting winters and wildland conservation,” the company explains. “You don’t have to look too far outside the doors of our Saloon or Distillery to see the West is in danger,” said Daniel Schear, general manager of High West. “Like Shaun, High West is a team made up of adventurers who appreciate all the West has to offer, which is why the Protect the West initiative hits home for all of us. Our passion for this cause is only growing, and we’re honored to have Shaun’s support in driving more urgency and action.”
Anheuser-Busch launches next phase of Decide to Ride campaign
Anheuser-Busch, Uber and Mothers Against Drunk Driving (MADD) have formed a coalition to bring to college communities this fall. It is part of Anheuser-Busch’s next phase of its Decide to Ride campaign. Anheuser-Busch wholesaler partner Golden Eagle of Arkansas has partnered with the coalition to combat drunk driving during the Arkansas Razorback’s 2023 football season. The coalition “aims to expand its reach among consumers by activating at a number of college football games across the country for the first time ever with the key message ‘If You Drink, Don’t Drive. Decide to Ride.’” The companies say this joint effort will meet consumers ages 21 and older in the stands to raise awareness and promote road safety by providing educational and ridesharing opportunities, such as local discounts on Uber ride. “Anheuser-Busch has been promoting a culture of responsible drinking for over a century, and we know there is still more to be done. The expansion of Decide to Ride to college communities aims to promote alcohol safety where we can create the greatest impact,” said Cesar Vargas, Anheuser-Busch’s chief external affairs officer, in a statement. “Football season is a time for fans to come together. To ensure a future with more cheers for all, it’s imperative that we help college football fans get home safely. That’s who we are, and that’s what this coalition is all about.”
Monster Energy, Call of Duty deliver in-game rewards
After announcing the sponsorship of Call of Duty League, Monster and Activision are collaborating with three new limited-edition cans. Special Monster Energy Call of Duty cans, which will be available in stores nationwide, feature the iconic “Ghost” character, a fan-favorite of the Call of Duty franchise. Artwork from the sponsorship will be shown on cans of Monster Energy Original, Monster Zero Ultra and Monster Energy Zero Sugar. By purchasing any Monster Energy product, fans will be grants access to bonus in-game rewards for Modern Warfare III. Every can purchased earns a 15-minute Double XP code, as well as in-game rewards, the company says. Aside from the Double XP code, fans can receive various skins and future season content. “We are pumped to join forces with Call of Duty for this groundbreaking collaboration,” said Monster Energy Chief Marketing Officer, Dan McHugh, in a statement. “At Monster Energy, we have always been driven by the pursuit of high-octane experiences and empowering our fans to follow their passions. Together, we will fuel our consumers with the energy they need to dominate the virtual battlefield.” Consumers must head online to participate in the promotion to create an account, which is running through Dec. 31.