08/16/2024 | Press release | Distributed by Public on 08/16/2024 11:18
Welcome to The Week in Consumer PackagedGoods, a weekly roundup for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.
Canned water brandLiquid Deathand Van Leeuwen Ice Creamjust announceda collaboration that merges the flavor of a classic ice cream treat with, well, water, Bloomberg's Kate Kraderreports. The 20-calorie Liquid Death x Van Leeuwen Hot Fudge Sundaeis the "first-ever flavored sparkling water that tastes just like chugging a hot fudge sundae," per the Liquid Death website. It also marks the first time the brand has collaborated with another company on a new offering, Kraderreports. Individual 19.2-ouncetallboy cans of Liquid Death x Van Leeuwen Hot Fudge Sundae are available for purchase at Van Leeuwen locations across the country and in multipacks on Liquid Death's website.
Previously:"Van Leeuwen collaborates with Sanrio's Hello Kitty on limited-edition ice cream," from the July 19 edition of this column.
More experiential brand activations:
Plant-based meat brand Impossible Foodsjust opened its first in-person dining experience at Chicago's XMarket Foodhall. Called Impossible Quality Meats, the pop-up is designed around the brand's plant-based beef, chicken and pork products and will include breakfast, lunch, dinner and dessert items. It'll be open through the fall, Tuesdays through Sundays from 11 a.m. to 8 p.m. The move follows a spring refresh that saw Impossible updating its branding and packaging with a bolder look and feel to appeal to meat eaters, as we noted in the March 15 edition of this column.
Previously:"Impossible Foods previews its Impossible Ranch, where it will 'make meat the new way,'" from the April 26 edition of this column.
More experiential brand activations:
That's theamountthat snacking giant Marsjustannounced it willpay to acquireKellogg spin-off companyKellanova, per NBCNews. The acquisition will bring togetherKellanovabrands includingPringles, Pop-Tartsand Cheez-Itswith Mars brands such as M&M'sand Snickers.
Coca-Cola Company-owned brandVitaminwaterlaunched a new campaign and giveaway this week focused on highlighting the brand's "rainbow of flavors" while helping fans upgrade their living space, per a brand statement. "Paint Your Rent,"as the campaign is called, gives fans the chance to win free rent for a year and a custom design experience with interior design firm Havenly. Now through Aug. 27, consumers who take a photo of their favorite Vitaminwater flavor in a space in need of a "bright makeover" and text it with the word "rent" to 2653 will be entered to win. (You can also enter by visiting cokeurl.com/paintyourrent.)To provide some design inspiration, Havenly's lead designer Kelsey Fischer curated five AI-generated mood boardsbased on the brand's flavors to "show fans how Vitaminwater colors can be incorporated into their décor."
More beverage brand campaigns:
Celebrity/influencer-driven CPG campaigns:
More CPG launches and partnerships: