Bryant will become No. 3 shareholder for sports drink company
March 24, 2014
BodyArmor, a Beverly Hills, Calif.-based sports drink company, announced that professional basketball player Kobe Bryant made a significant investment in the company and will become its No.3 investor, behind co-founders Mike Repole and Lance Collins.
Limited-edition CSD available nationwide in convenience, value stores
March 19, 2014
Atlanta-based The Coca-Cola Co. has joined forces with NBA superstar LeBron James to create a new, limited-edition Sprite flavor. Sprite 6 Mix by LeBron James combines the taste of Sprite with a splash of cherry and orange flavor, the company says. The flavor formulation, packaging graphics and product name for Sprite 6 Mix were co-developed with James to reflect his style and taste preferences, it says.
Deerfield, Ill.-based Beam Inc.’s Sauza Tequila brand partnered with actor and pop music artist Justin Timberlake to launch Sauza 901 super-premium tequila. The new product builds off of Timberlake’s previously launched 901 Silver Tequila and incorporates the same spirit under the Sauza brand name. The co-branded partnership blends the creativity and personality of the 901 brand’s founder, Timberlake, with the quality and history of Sauza Tequila to craft a lifestyle spirits brand.
Joint venture follows strategic alliance on Ciroc ultra-premium vodka
January 8, 2014
Norwalk, Conn.-based Diageo will expand its relationship with rap artist and entrepreneur Sean “Diddy” Combs to acquire the luxury tequila brand DeLeon.
PepsiCo debuted its new Diet Pepsi marketing campaign, “Nothing Refreshes Like a Diet Pepsi,” during the 69th annual Golden Globes awards show in January.
Dr Pepper Snapple Group debuted its new “Always One of a Kind” advertising campaign for Dr Pepper that continues the brand’s 125-year celebration of originality.
Package design, marketing and price point for Malibu rum were all designed with a relaxed, casual summertime occasion in mind. However, a plethora of occasions and consumer types opened the Purchase, N.Y.-based Pernod Ricard brand’s eyes to new opportunities. By diversifying its portfolio, Malibu aims to appeal to more consumers more often throughout the year.