The Valencia Orange is as much a part of Blue Moon’s identity as it is a garnish, said Courtney Benedict, vice president of marketing for Above Premium Beer at Molson Coors Beverage Company. The partnership is a way to keep the brand top of mind, even when an orange or a beer is nowhere in sight. 

“We want fans to enjoy those bright, citrusy Blue Moon moments wherever they are this summer – even if there is no orange garnish in sight,” said Benedict. “This collab is about playfully reimagining the signature garnish experience and bringing that iconic Valencia orange flavor beyond the glass.”

The brands will jointly promote the Blue Mood x eos Valencia Orange Lip Balm through their owned social media, email and e-commerce social media channels, as well as by partnering with influencers to showcase it in action. They will also be sampling the lip balm at various events in New York City, Atlanta and Nashville. The product will be available as a limited-edition summer drop through the brands’ websites for $4.99 while supplies last. 

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Many brands employ social listening tools to understand how consumers feel about their products. Sprite took this social listening to identify the trend that was happening on social media and encouraged their peers in the R&D team to create a new product.

“Our strategy is simple: continue to elevate how consumers experience our cut-through refreshment,” said Kate Schaufelberger, brand director at Sprite. “We noticed a viral trend – our consumers were steeping tea bags with Sprite to create their own unique Sprite and tea blend.” 

“Inspired by this organic behavior, we’ve developed a consumer-driven innovation: a ready-to-drink product that elevates this trend to a whole new level,” Schaufelberger continued. “We’re combining the crisp, refreshing cut-through of Sprite with the delicious taste of iced tea, resulting in a truly unique and unexpected experience. This innovation is designed to drive growth and excitement around the Sprite brand, offering consumers a fresh way to ‘Obey Your Thirst.’”

The U.S. soft drink market is seeing consistent growth and will reach more than $467 billion in annual sales by 2030, per Beverage Digest. Summer is a time that these brands often introduce new and limited time flavors, as consumers are drinking more soda. The partnership with Eastside Golf gives the brand a way to illustrate how its drink – not too far off from a classic Arnold Palmer – can help quench thirst after playing a round.

“Both Sprite and Eastside Golf share a passion for pushing boundaries and redefining spaces, which is what made working with them so natural,” explained Schaufelberger. “They have disrupted the golf world by blurring the lines between traditional golf apparel and streetwear, creating a fresh and culturally relevant brand. Similarly, Sprite + Tea is a bold, limited-time offering that brings a refreshing twist to a traditional category. Eastside Golf is helping us show how Sprite + Tea can bring refreshing flavor to any social gathering, even on the golf course.”

The new product also helps the brand expand from soda drinkers and reach potential iced tea drinkers.

“Ultimately, we want to connect with consumers who are trend-conscious and open to trying new and exciting products,” added Schaufelberger. “We believe Sprite + Tea has the potential to become a summer staple for anyone looking for a refreshing and flavorful beverage.”

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Coca-Cola’s latest effort is intended to position the brand as a symbol of authentic human connection and as a break from the harried chaos of the digital world. The campaign’s films draw inspiration from real-life scenarios, such as road-trips and pool parties, which are often the backdrop for memorable experiences. 

The first spot, for instance, brings the idea to life through the brief story of a young woman recalling a road trip she took with friends as she packs up her college apartment. On that trip, as she and her friends are enjoying a Coca-Cola in the car, they happen to catch a glimpse of music star Tyla, whose new song “Bliss” provides the soundtrack to the spot, in a car next to them. 

“With this new campaign, we’re encouraging a new generation to slow down and truly enjoy the moment this summer — something as simple as sharing a Coca-Cola can become unforgettable,” said Sue Lynne Cha, vice president marketing, Coca-Cola North America, in a statement. “Tyla brings a vivacious energy to these films with her vibrant spirit and new track, ‘Bliss,’ helping us connect with the next generation in an authentic, joyful way.”

A second spot, “Pool Party,” features a similar vibe, with a girl floating in an inner tube in the hot summer sun, drinking a Coca-Cola. As she enjoys the beverage, her distractions begin to float away and she embraces the fun of the pool party. 

The campaign will run in North America on TV, digital, streaming and social, as well as out-of-home. The films will roll out in key global markets later this year. 

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“The new Mountain Dew look celebrates our iconic heritage while setting a new foundation for the future; reinforcing what it means to “Do the Dew” and the importance of having a damn good time with friends,” said Mark Kirkham, chief marketing officer, PepsiCo Beverages US, in a statement. “Starting now and all summer long, we’re creating unforgettable experiences that embody the Mountain Dew spirit, captivating our loyal fans and embracing the next generation of Dew drinkers.”

The new television commercial introduces the new look and jingle in much the same way the brand’s current batch of commercials have run. A young man sits at home bored, when the brand’s new spokes character, “The Mountain Dude,” breaks the monotony to say “the mountain is calling.” The two are then on an adventure that includes friends, a bear paddling in a raft and cliff diving. The updated jingle, performed with a bit of a syncopated beat, begins at the same time as the mountain adventure. 

In addition to the television commercial, the brand will be rolling out an extensive out-of-home campaign that includes a takeover of the Sphere dome in Las Vegas for the week of May 2-9. The brand has also staged drone shows in Chicago, Iowa, Utah and Texas, and has a large placement on the JW Marriott in Indianapolis in advance of the Indy 500. 

Mountain Dew is also partnering with Dickies on a classic work shirt that features the brand’s original fonts and logos and a patch denoting the brand’s 77-year history, as well as the new logo. The design was led by PepsiCo’s design team. The short will be sold exclusively through the brand’s TikTok Shop, bundled with two 10-packs of Mountain Dew Minis for $24.99.

Finally, the brand is offering its Tattoo Sweepstakes through which loyal fans who have inked the old logo onto their bodies can get a brand refresh by sending in pictures of the tats for a chance to win a two-night stay at Mandalay Bay in Las Vegas and a new tattoo at Mario Barth’s Starlight Tattoo Studio. 

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“The campaign is essentially bringing to life an idea that already existed,” said Samira Ansari, chief creative officer of Ogilvy New York, the agency that worked on the campaign. “Many people can relate to bringing something to a party that you’re excited to drink and only to find it gone later in the evening.”

The behavior is common enough that the print and out-of-home executions, which are currently running in the U.S., U.K. and Argentina, are placed without explanation, Ansari said. “It does take you a minute to find [the hidden Stella], but when you do find it, the logo is distinctive enough that you understand the campaign,” she said. 

The campaign, the first from Ogilvy, is meant to build on the brand’s reputation as a premium product that is coveted by all, Ansari said. It is also timed to take advantage of the summer season, when more people are heading out to gatherings with friends and families. “It’s a good time to remind people to buy a Stella and a better time to remember to hide it,” Ansari said.

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The spot apes a nature PSA, acting as if it captures “the majestic redhead” in the wild (really, they are just living in a city), who possess “fiery locks, countless freckles and untenable charm.” The spot goes on to note that they only make up 2% of the world’s population and the number continues to dwindle with each passing year, meaning they could vanish forever. The spot then instructs them to go to SaveTheRedheads.com to register for their chance to sign up for the dating site and receive Hard Mtn Dew Code Red. “The preservation of this extraordinary species now rests in your hands, and perhaps in a perfectly chilled can of Hard Mtn Dew Red,” the spot concludes. 

“We’re asking HARD DEW fans far and wide, redhead or not, to support the cause, share with friends, and spread the Code Red/redhead love,” said Erica Taylor, senior brand director for Hard Mtn Dew, in a statement. 

The contest is open from March 27 through April 10.

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It’s one thing to invent a product. It’s another to have that product and its marketing become a part of the culture. It’s yet another to be relevant in the culture 50 years later. 

So, clearly, Miller Lite has reason to celebrate the introduction of its product and brand half a century after its introduction in 1975. The way it is choosing to do that is to showcase how the brand has been part of the culture since its birth.

“People are still wanting, ‘Tastes Great and Less Filling,’” said Ann Legan, global vice president for the Miller Family of Brands for the Molson Coors Beverage Company. “It’s a timeless classic, and people are gravitating to that…This campaign is about the legendary stories brought to life through our brand.”

In a spot that debuted during the first night of the NCAA Men’s Basketball Tournament, the brand showcases its history through a series of vintage photographs lifted from the brewery’s archives. Set to David Bowie’s “Rebel, Rebel,” the photos depict the team that created the beer, the first trucks to carry it, and the people who drank it at their parties, backyard barbecues and weddings. Interspersed among those photos are some of the celebrities who helped build the brand’s reputation, including football legends John Madden and Dick Butkiss, baseball broadcaster Bob Uecker, and MUSICIAN. 

“A picture tells a thousand words. We thought it would be cool to show the people and celebrities who made the brand possible,” Legan said. “I was so proud looking back at the pictures, especially the brewery team that made the beer.”

Throughout the spot, actor Christopher Walken narrates a tale of the beer. In his oft-imitated style, Walken calls Miller Lite “the originator, the inventor” of the category. “If this can could talk, it would tell stories,” he continues. “About that one time, that night, that one guy, that one gal.” He says the brand has been “writing a story 50 years long and 50 million friends wide.” The spot ends with the “Legendary stories” line and toasts, “Here’s to 50 years of Miller Time.”

“We wanted to find a legendary storyteller, and I don’t think there is anyone who is more known as a distinctive storyteller than Christopher Walken,” Legan said of the voiceover choice.

Debuting the campaign during the NCAA Tournament made sense as a high-profile cultural event, Legan said. She added that the brand will continue the storytelling and celebration throughout the year during other cultural touchstones. 

“We want to make sure we’re celebrating 50 years of Miller Time,” she said. “We’re not only paying homage to  the past, but we’re also acknowledging the current times.”

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“In today’s fast-paced world, it’s easy to forget the importance of taking a break when you need it,” says Sue Lynne Cha, vice president, marketing, Coca-Cola, North America at The Coca-Cola Company, in a statement. “With ‘Know the Signs,’ we’re reminding people that self-care doesn’t have to be complicated—it can start with something as small as taking a refreshing Diet Coke break. It’s about making time to enjoy the simple moments that can make a big difference.”

The commercials bring that idea to life by depicting real-life, relatable scenarios where a Diet Coke break might be warranted. “Desk Lunch,” for instance, shows a woman eating a pre-packaged salad at her desk while the voiceover explains she has been in back-to-back meetings. When a coworker brings her a Diet Coke, the woman signs off from her virtual meeting for a quick break. As the lighting changes to a brighter hue, the voiceover suggests she book some time off as well and the woman begins browsing for deals on trips to Italy. (The voiceover draws the connection between the Caesar salad she is eating and Rome.

Other spots in the campaign draw a connection to a woman’s ponytail and not having enough time to style her hair in the morning (but later making time to take a quick Diet Coke break with a cute co-worker) and a man who accidentally typed “Tuna” instead of “Tina” in an important e-mail. The Diet Coke break gives him a chance to think of a recovery plan. 

The campaign was created by WPP Open X, led by Ogilvy, and supported by Hogarth and groupM in collaboration with Arts&Sciences, Human, Method and UTA Marketing.

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“The Mark of a Fighter campaign reaffirms Modelo as more than just a reward for life’s biggest victories—it’s a tribute to the grit and determination in every challenge we face along the way,” said Logan Jensen, vice president of brand marketing, Modelo, at Constellation Brands, in a statement provided to Brand Innovators. “This year, we’re amplifying these powerful stories of perseverance and pride with a significant increase in media investment, ensuring deeper connections with our consumers.”

The campaign includes three new spots. The first, “Cater Crew,” depicts a catering crew putting on “the biggest event of the year, every single weekend.” The crew is shown preparing meals, navigating crowds with trays full of Modelo, and seeing a happy couple off on their final toast at a wedding. A second spot, “Mijo,” shows a young man helping people in his neighborhood with everyday problems, like setting up an air conditioner, fixing a washer and pushing a truck. A third spot, “Social Club,” has three young people restoring a neighborhood social club to its former glory, ripping up carpeting, getting electrical wiring operating and setting up Modelo taps, to the delight of their older neighbors. Each spot begins with a voiceover proclaiming, “You’ve earned this,” and concluding with, “You are a fighter, and this is your reward.”

The campaign will run across linear television, digital TV, social, digital, radio, streaming audio and out-of-home. The media buy will also include heavy media investment in college basketball programming. The brand is increasing its investment by 48% year-over-year in March hoops with placements across all the games on CBS, TNT, TBS and TruTV. Modelo will also have placement during the championship game on April 7. 

Finally, the brand is partnering with DraftKings to create a “Buckets for Bucks” Full Time Fan Challenge. The challenge will give DraftKings players twelve chances to guess the number of baskets scored during specific sets of games. One player will win $5,000 prizes in each round and all of those who enter will have a chance to win a grand prize that will grow by $10 with each basket scored. 

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The product launch is based on the insight that nearly one in five buyers of Crystal Light are already using the product as a mixer for their cocktails, according to Jeremy Kross, director of beverage mixes at The Kraft Heinz Company.

“As the category leader for over 40 years, we see this as an opportunity to expand our presence and meet modern drinkers where they are,” Koss said. “As demand for lower-calorie cocktails continues to grow and Millennials and Gen Z over-index on wellness-driven choices, we wanted to bring them a product that met their evolving needs.”

The product launch is primed to reach the brand’s millennial audience, which has grown up with the brand, and is now rediscovering it as a product that fits into their more adult lifestyles, Koss said. 

“This launch is part of our broader effort to modernize the Crystal Light brand. We’re evolving to stay relevant and connect with new generations of consumers,” he said. “By embracing an existing consumer behavior and delivering the iconic flavors they love in a convenient, low-calorie vodka seltzer, we’re expanding Crystal Light’s appeal while staying true to what makes the brand special.”

Crystal Light Vodka Refreshers will be available at select retailers in the Northeastern U.S. this spring, with plans for larger expansion, new flavors and multipack options in 2026, Koss said. 

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