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Piper-Heidsieck, Reims, France, announces the launch of its Twist the Script campaign, a tribute to the brand’s creativity and history, it says.

SONIC Drive-In, Atlanta, is casting a spell on taste buds nationwide this Halloween season with the launch of its Witch’s Brew Slush Float. 

Nestlé’s Coffee mate is pushing flavor boundaries once again, giving coffee-obsessed fans the sweet chance to enjoy the classic break time snack— bagels and cream cheese — ahead of National Coffee Day (Sept. 29). 

Pepsi, Purchase N.Y., unveiled its Gladiator-themed campaign titled “Make Your Gameday Epic.” As a longtime NFL sponsor, Pepsi is celebrating the start of the 2024 NFL season and the anticipated theatrical release of Paramount Pictures’ “Gladiator II,” with a short-film that will electrify game days for cola-lovers and NFL fans alike.

To remind everyone that summer isn’t over, Tropicana is teaming up with Ciara Miller of the hit show “Summer House” to launch Tropicana Refreshers, the brand’s refreshed line of juice drinks made with real fruit juice and no artificial sweeteners.

Keurig Dr Pepper (KDP), Burlington, Mass., and Frisco, Texas, has teamed up with Soccer United Marketing (SUM) to unveil a new multi-year partnership with the Federación Mexicana de Futbol (FMF), making Keurig Dr Pepper an official partner of the U.S. tours for the Mexican Men’s and Women’s National Teams.

PepsiCo, Purchase, N.Y., has teamed up with award-winning singer Kelly Rowland to turn local restaurant regulars into hometown celebrities with a chance to be featured in a Pepsi ad and have their favorite menu item renamed in their honor.

With all the current buzz around brand collaborations, experts highlight some of the opportunities, challenges, and factors to consider when embarking on a licensing partnership.

Chicago-based Mike’s Hard Lemonade Co. is partnering with actor Lamorne Morris to host an interactive pop-up event: Mike’s Jobstacle Course. This immersive experience will prove that every job has its hard days. And a hard day deserves a refreshing-tasting Mike’s Hard Lemonade, the company says.

As brands look to employ creator-generated content as part of their advertising campaigns, understanding how consumers engage and receive this influencer content can be vital to support their brands.