Twisted Tea Hard Iced Tea tackles back wax
Earlier this summer, Twisted Hard Iced Tea encouraged fans to participate in a shirt-free summer with the creation of back wax “for fans who want a back as smooth as their hard tea.” Twisted Tea launched the world’s first-ever hard iced tea-inspired hair removal system, Twisted Tea Back Wax. The company says the wax was to “help drinkers or hairy-backed friends rock a shirt-free summer with confidence.” The limited-edition drop was available on the Twisted Tea store for free. “Twisted Tea is all about celebrating our passionate community of fans and we want to make sure every single fan feels just as good as our hard iced tea tastes,” said Erica Taylor, senior brand director, in a statement. “For those who need some extra confidence this summer, we’re back with a ridiculously twisted invention designed just for them. From the beach to the backyard, whether proudly rocking body hair or looking for some help, Twisted Tea is here to provide nothing but fun and delicious refreshment this summer.” The wax kit featured the iconic look and smell of the hard iced tea, with ready-to-use hair removal strips and detailed instructions, as well as a sugar-based proprietary formula.
WWE and owner of the C4 brand, Nutrabolt, expanded their existing multi-year partnership by revealing a line of co-branded products. The WWE-inspired flavors of C4 Ultimate Pre-Workout Powder and C4 Ultimate Energy Drink, rolled out exclusively at GNC ahead of WWE’s “SummerSlam” in Detroit this past August. “C4 has been an outstanding partner and we are excited about the launch of our first collaborative retail activation and extending our sponsorship work together,” said Craig Stimmel, WWE senior vice president and head of global sales and partnerships, in a statement. “We believe the overlap between our audiences is strong and this multifaceted approach to our expanding partnership will unlock even more value for the WWE Universe.” The C4 Ultimate Energy Drink x WWE contains the same formula as the brand’s other energy drinks, with 300 mg of caffeine, but will be available in two new flavors — Ruthless Raspberry and Berry Powerbomb. C4’s Ultimate Pre-Workout Powder x WWE features a new formulation with 300 mg of caffeine, available in three flavors— Pomegranate PileDriver, Bare Knuckle Blood Orange, and Nectarine Guava Knockout. “WWE fans have always been a huge crossover audience for C4, and we are pumped to step into the ring with WWE for our first ever co-branded product collaboration,” said Robert Zajac, chief marketing officer at Nutrabolt, in a statement. “This collaboration represents a natural expansion of our exciting partnership with WWE, one that we’re confident will take fans’ ‘work hard, play hard, train hard’ lifestyles to the next level. Just take it from Montez Ford, who said ‘C4 and WWE go together like peanut butter and jelly.’”
C4, WWE drop product collaboration
Propel Fitness Water, Michael B. Jordan spreading the word on fitness
Propel Fitness Water has partnered with “Black Panther” actor Michael B. Jordan. Together, the actor and beverage company launched “Propel Your City Project,” which the company says is a multi-city project to support the efforts of fitness organizations that are dedicated to addressing barriers to exercise and wellness in their own communities, the company says. The program kicked off in Los Angeles, Detroit, Houston and Atlanta, and Jordan helped scout and spotlight the organizations selected in each city. “Fitness has been an integral part of my life, but finding my community, and the sense of belonging within it, is what helped get me where I am today. That’s the experience we’re trying to unlock for others with the ‘Propel Your City Project,’” Jordan said in a statement. “We’re supporting those that are doing the work in their communities by creating spaces for people to connect and feel seen, and enabling others to reap the mental, emotional and physical benefits of movement.” Through Aug. 30, consumers had the chance to enter to win $500 to put toward fitness memberships for themselves and a friend.
“As an F1 driver, making the right choices both on and off the track is vitally important for success. When driving, having that clarity and single-mindedness, particularly when it comes to safety, is crucial,” Verstappen said in a statement. “On top of working on an upcoming, exciting new gaming initiative with Heineken called Player 0.0, I’m proud as a Heineken 0.0 ambassador to help advocate responsible drinking to motorsport fans all over the world. The campaign was great fun to shoot and I hope everyone not only enjoys the film, but also takes away the important message behind it.” The campaign will roll out globally throughout the remainder of the year.
Champion-style campaign
Global partner of F1, Heineken recently revealed its latest campaign: When You Drive, Never Drink. Entitled “The Best Driver,’ the campaign features current F1 world champion and Heineken 0.0 ambassador, Max Verstappen. In the campaign, Verstappen is portrayed while socializing with friends and frequently being chosen as the designated driver, since he is “The Best Driver.” While some of the best drivers truly are those F1 racers, the campaign emphasizes that the best drivers are those who haven’t had drinks, unless it’s a Heineken 0.0.
Co-creator of Paramount’s “Yellowstone” series and owner of the Four Sixes Ranch Taylor Sheridan are offering a grand-prize winner the opportunity for a walk-on role in a future episode. In the national sweepstakes running through Dec. 31, titled 6666 Grit & Glory, one winner will have a role in an episode focused on the historic Four Sixes Ranch. Entrants can either scan the QR code on in-store displays at participating retailers or go online. Aside from the grand prize, contestants have the chance to win more than 150 other 6666 Ranch-inspired prizes, from a custom 6666 Open Fire Grill from Hooray to supply house swag. Tom Larsen, CEO of 6666 Grit & Glory holding company Homestead Libations, says the company is riding a retail high. “Just a year after our regional launch in 2022, our products are a major hit with national and regional retailers, fueling an unprecedented expansion from last year’s Texas launch to 38 states this summer,” Larsen added. “We are thrilled ‘Yellowstone’ has filmed at the Four Sixes Ranch — the show created great awareness of the ranch and our brand.” Danny Stepper, co-founder and CEO of L.A. Libations, says the company can’t imagine a better way to generate excitement among fans than to give them “a taste of the inspiration for our products and a chance to be on the set with a walk-on role.”