Welcome to The Week in Consumer Packaged Goods, a weekly roundup for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.
Coors Light partners with top artists for new music platform “Chilled Amplified”
Coors Light this week announced the launch of a new music platform “to help drinkers discover the chilliest places in music.” The platform, called “Chilled Amplified,” connects listeners with artists across genres, including country music star Lainey Wilson, hip-hop artist LL Cool J, indie rock group Mt. Joy and producer and reggaeton artist Tainy. To celebrate the launch and help fans “chill like their favorite artists,” the Molson Coors–owned brand is selling limited-edition Backstage Six-Packs — “unique collections of backstage essentials curated by each of the Coors Light musicians.” The Coors Light x Lainey Wilson Six-Pack dropped May 8 (for $300 fans get a “Red Truck” rug, an artist-inspired blue sweatsuit and more), with additional Six-Packs to be released in the coming weeks. The “Chill Amplified” campaign also features limited-edition packaging and the chance to win VIP experiences such as premium tickets and meet-and-greets with Coors Light’s roster of artists.
Previously: “Coors Light launches campaign to better connect with music fans,” from a recent edition of The Week in Consumer Packaged Goods.
Instacart partners with NBCUniversal to serve CPG advertisers
Instacart this week announced a partnership with NBCUniversal to create more opportunities for CPG advertisers to better reach customers via connected TV (CTV). “CPG brands will be able to engage the next generation of grocery shoppers in a highly engaging environment,” President of NBCUniversal Advertising & Partnerships Alison Levin said in a statement. The move builds on an existing partnership between the two companies through which NBCUniversal’s Peacock became Instacart’s first official streaming partner.
Previously: “Instacart expands advertising solutions via Caper Carts,” from the Jan. 12 edition of The Week in Retail.
Athletic Brewing promotes new campaign by rewarding consumers who “Ask For Athletic”
To promote the launch of its new “Ask For Athletic” campaign, non-alcoholic (NA) beer brand Athletic Brewing Company is picking up the tab for consumers 21 and up, across 39 states, who order one of Athletic’s NA beers at a bar or restaurant on May 16, per a company statement. Dubbed “Ask For Athletic Day,” the promotion is set to take place during American Craft Beer Week (May 13-19) and will allow customers to upload a bar or restaurant receipt to itsathletic.com to be reimbursed up to $7. The brand’s largest campaign to date, “Ask For Athletic” spans out-of-home, TV, audio, digital and more.
See also: “Spirited choices: marketing non-alcoholic beverages in a boozy world,” a recent Quad Insights article.
Clif Bar launches “The Most Important Ingredient is You” campaign
Mondelēz-owned brand Clif Bar just announced the launch of a new integrated advertising campaign called “The Most Important Ingredient is You.” Inspired by interviews with Clif Bar fans and featuring Clif athletes such as Frances Tiafoe, Sophia Smith and Breanna Stewart, as well as everyday people, the campaign “aims to put the individual in the spotlight.” Rolling out in the U.S. and Canada with video/TV ads, social media content, influencer activations and display ads, the campaign “champions the individual as an integral part of every Clif-fueled activity, whether it’s going for a hike, taking a spin on a bike or playing pick-up basketball,” Clif Bar Director of Partnerships and Activation Brooke Donberg said.
Further reading
CPG operations and expansions:
- “Butterfly splits Bolthouse Farms into fresh produce and premium beverage businesses” (FoodBev Media)
- “Kraft Heinz sells TGI Fridays frozen appetizers for perpetuity under revised deal” (Food Dive)
- “Why better-for-you candy brand Unreal is expanding to snacks” (Modern Retail)
CPG trends:
- “How Coca-Cola, e.l.f. and Benefit are using TikTok Shop to drive sales” (Ad Age)
- “Gen Alpha Is Prepared to Pay Big to Slow Aging” (Women’s Wear Daily)
- “Surging air fryer popularity leads Nestlé, other CPG giants to rethink food” (Food Dive)
CPG launches and partnerships:
- “Waterloo Sparkling Water, Guy Fieri introduce new mocktail flavors” (Beverage Industry)
- “Chips Ahoy! Finally Adds Gluten Free Cookies To Its Lineup” (FOODBEAST)
- “Peroni 0.0% races into Formula 1 as non-alcoholic beer category gains speed” (Marketing Dive)
- “Topo Chico taps Ben Schwartz to refresh customers’ voicemails” (Brand Innovators)
- “High Noon Expands Portfolio With New Vodka Iced Tea” (VinePair)
- “Jif Is Dropping a Brand-New Spread for the First Time in a Decade” (Food & Wine)
CPG campaigns and promotions:
- “Pulp Friction: Tropicana Suggests ‘Pulp Prenups’ For Fruitful Unions” (MediaPost)
- “Gale and MilkPEP Dive Into Branded Entertainment by Unleashing Vanessa Bayer on a Farm” (Adweek)
- “Budweiser turns songs mentioning the brand into targeted ads on Spotify” (Marketing Dive)
- “P&G’s New Chapter Vitamin Brand Shows ‘Wisdom Of Nature’” (MediaPost)
- “Impossible Foods’ first campaign since its rebrand embraces meat culture, but with plants” (Ad Age)
- “Exhausted employees earn their sips of Mike’s Hard Lemonade on brand’s 25th anniversary” (The Drum)
- “Olipop Released a Barbie-Inspired Soda, and It’s Reportedly Outselling Eggs” (Food & Wine)
CPG tech and innovation:
