Welcome to The Week in Consumer Packaged Goods, a weekly round-up for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.

Adidas releases its lightest-ever running ‘supershoe’ for $500 a pair

The latest move in the growing competition among athletic shoe brands to create a “supershoe,” Adidas began selling its ADIZERO Adios Pro Evo 1 on Tuesday for $500 a pair, the company announced. Worn by Ethiopian runner Tigist Assefa during a race on Sunday, where she set a new women’s marathon world record, the shoe is the lightest ever made by Adidas. At just under 4.9 ounces, the ADIZERO Adios Pro Evo 1 is 40% lighter than any other racing shoe created by the brand — and the most expensive, as it’s designed to be worn only once, for a single marathon-distance race.

The new “supershoe” is inspired by the same technology as the ADIZERO Adios Pro 3, with a new forefoot rocker designed to improve running economy, according to the company statement. “Adidas was able to shed so much weight for its new top-of-the-line runner by getting rid of the insole and introducing an ultra-thin outsole that uses liquid rubber at target spots only,” Ian Servantes of Footwear News notes.

A raffle to purchase the first 521 pairs began on Sept. 14, with winners able to begin purchasing on Sept. 26. Adidas has another release planned for November.

Blue Moon announces new look, non-alcoholic option in lead-up to 2024 “Made Brighter” campaign

Molson Coors unveiled revamped packaging for its Blue Moon products this week, along with a new name for the brand’s light beer and a new non-alcoholic beer, ahead of a planned 2024 marketing campaign, according to a company statement. With a brighter, simpler look, the new packaging is designed to modernize and unify the brand and its offerings, as well as help it stand out on store shelves.

To simplify and expand upon its Blue Moon offering, Molson Coors also announced a new name for light beer Blue Moon LightSky — which will now be called Blue Moon Light — as well as its entry into the non-alcoholic sector with a twist on its flagship Belgian White, to be released in time for “Dry January.” The first brand refresh for Blue Moon in nearly five years, it’s the precursor to the brand’s “Made Brighter” campaign, launching next year. The campaign will include TV and out-of-home ads, as well as retail tools, according to the company.

The brand refresh and marketing campaign come as Molson Coors seeks to gain an edge over competitor AB-InBev and as Blue Moon continues to outperform in the above-premium category, despite looming challenges facing the craft beer industry. “Blue Moon sits in this unique position in above-premium, with craft roots and mass appeal at the same time,” Rose Sokolnik, senior marketing manager for Blue Moon brands, said in a statement. “In the past few years, we haven’t been telling a unified story, and Blue Moon’s new look brings all the brands together.”

Rumored romance between Taylor Swift and Travis Kelce inspires limited-edition Heinz sauce

Cashing in on the rumors of romance between Taylor Swift and Kansas City Chiefs tight end Travis Kelce, The Kraft Heinz Company — the official condiment supplier of Kansas City’s Arrowhead Stadium — is releasing a limited-edition sauce that alludes to the couple’s connection called “Ketchup and Seemingly Ranch,” Andrea Vacchiano of Fox Business reports. Contributing to the rumors and inspiring the new condiment, Swift was photographed in Kelce’s family’s suite at a recent Chiefs game with a plate of chicken tenders, ketchup and what was seemingly ranch dressing.

A spinoff of Heinz’s “Kranch” sauce, which is a combination of ketchup and ranch, “Ketchup and Seemingly Ranch” will soon be available, on an extremely limited basis, via the brand’s Instagram account. Fans will have the chance to snag one of 100 bottles — a nod to the “addition of Kelce’s jersey number — 87 — and Swift’s favorite number, 13,”Vacchiano reports.

Samuel Adams uses fear of an empty beer glass to create haunted Oktoberfest-themed event

Boston Beer Company’s Samuel Adams is leaning into the fall season with a spooky take on Oktoberfest. In a statement released on Tuesday, Samuel Adams announced the launch of a new event called Beer Fest, Fear Fest, taking place at The Summer Club at the Ravel Hotel in Long Island City and kicking off Oct. 1. The event is inspired by “cenosillicaphobia,” or the fear of an empty beer glass — a feeling that 38% of American beer drinkers said they can relate to, per a survey commissioned by the beer brand and conducted online by The Harris Poll. An Oktoberfest-themed haunted experience, Beer Fest, Fear Fest challenges beer drinkers to face their fears by carrying “a full-to-the-brim pint glass … through a series of jump scares” for their chance to win a season’s supply of Samuel Adams OctoberFest, according to the company statement.

Additionally, the brand released a new product it’s calling “Beereal,” which it touts as “the world’s first ‘cereal’ made to be enjoyed with Samuel Adams OctoberFest.” It consists of pretzels.

Further reading

“Peet’s Coffee plans ‘Disloyalty Program’ for National Coffee Day” (Food Dive)

“BodyArmor adds Flash I.V. Hydration Boosters to lineup” (Guilty Eats)

“Fruit of the Loom is reviving its brand characters on social media” (Retail Brew)

“MorningStar Farms’ New Steakhouse Style Burger Targets Omnivores” (Vegconomist)

“Hailey Bieber’s makeup artist launches a brand offering the dewy look” (Glossy)

“Campbell soup looks to expand V8 brand” (Food Business News)

“Second Nature Brands to acquire Sahale Snacks from JM Smucker for $34M” (Vending Times)