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- Sonic Drive-In Introduces Unicorn Dreams Slush (5/8/2025)
Sonic Drive-In has a new, limited treat: the Unicorn Dreams Slush. It arrives nationwide on May 5, but Sonic fans can unlock early access via its app, which recorded 3.3 billion impressions in just three days.
MSL is the creative agency promoting the drink and its special unicorn horn straw, which comes in four shades: white-to-pink color change, green-to-blue color change, neon green glow in the dark and frost blue glitter.
“When your creative brief includes unicorns, cotton candy and Sonic Drive-In, you know there’s magic to uncover. Big ideas only come to life when there’s trust and momentum behind them — and we’re lucky to have both with this brand partner,” Matt Zavala, Chief Creative Officer at MSL, told Out to Launch.
Content will run on TikTok, Meta, YouTube Shorts and YouTube. The strong social fan base includes @noellelovesloths with 5.9 million followers.
Sonic is targeting recent guests and Gen Z and Millennial families with young children. Fans are invited to share their own wishes at #WishSipBelieve.
“We developed the Unicorn Dreams Slush to be more than just a drink. It’s an entire culinary experience that’s bursting with fantastical fun and flavor in each sip,” added Mackenzie Gibson, vice president of culinary and menu innovation at Sonic.
from MediaPost: https://www.mediapost.com/publications/article/405526/sonic-drive-in-introduces-unicorn-dreams-slush.html
- Behind Athletic Brewing’s marketing and innovation plans (4/8/2025)
More people are deciding to order a non-alcoholic beer every day. Their next decision is which brand to ask for.
Athletic Brewing is determined to be the answer, expanding availability to more places where people consume beer—restaurants, bars, stadiums and concerts—and supporting that with new advertising that encourages consumers in those spaces to ask for Athletic by name. The brand worked with the agency Fair Folk on the ads.
“It’s not going to be an overnight sensation. This is a category people come to on their own, and when they discover us, we get into their repertoire, and we just become part of what they’re drinking,” Andrew Katz, chief marketing officer of Athletic Brewing, said on the latest edition of the Marketer’s Brief podcast.
Athletic is benefitting from rising interest in non-alcoholic beer, which is driven by the health and wellness movement and the fact that Gen Z drinks less than previous generations. The uptick has led to so-called zebra-striping, in which drinkers alternate between non-alcohol and alcohol beers in the course of a night.
Read more at AdAge
- Kahlúa launches disguised espresso martini glass for St Patrick’s Day (3/13/2025)
Kahlúa has introduced The Schneaky Espresso Martini Glass – a product designed to resemble a pint of stout while concealing an espresso martini inside.
“Feliz St Patrick’s Day”, created by Wieden & Kennedy London, centres around two films directed by Freddy Taylor and Philippa Beaumont through Wrak, Wieden & Kennedy’s production arm.
The launch comes after research found that many drinkers feel pressured to order stout on St Patrick’s Day, even if they prefer cocktails. According to the study, 64% of drinkers have chosen a drink to fit in, and 42% fear being judged for ordering a cocktail instead of a pint.
Read more at CampaignLive
- How to build a beverage brand: Campari America on creating global icons (12/2/2024)
Campari America Managing Director Melanie Batchelor’s vision has been instrumental in building the strategy for some of the world’s most iconic spirits brands, including SKYY Vodka, Campari, Aperol, Grand Marnier and Espolon Tequila. What are her top tips for building globally successful beverage brands?
Read the full article at: https://www.beveragedaily.com/Article/2024/11/18/Campari-reveals-brand-building-secrets-for-Aperol-Wild-Turkey-Espolon/
- Kraft Heinz’s in-house agency, The Kitchen, is an award-winning powerhouse, but why? (12/2/2024)
Up in the clouds at The Shard at London Bridge, you’ll find The Kitchen London, embedded within Kraft Heinz’s London outpost. Here, stunts and activations are concocted, which have a proven track record of resonating with consumers and driving engagement.
At The Drum Awards 2023, The Kitchen cleaned up. Within the Social Media Awards it won Disruptive or Innovative Idea or Stunt and Real Time Response or Activation, as well as scooping the Grand Prix prize for ‘Fridge v Cupboard’ (see video below). Within the Digital Industries Awards, it won in Food and Drink, Social Media and the special Chair Award. Overall, this is a staggering achievement that made us want to know how it did it. And, lo and behold, it just won two more gongs at The Drum Awards 2024.
Winning has to do with having a tacit understanding of the brand that The Kitchen was set up to work for. As The Kitchen head of agency Alex Wade puts it: “We connect our brands with our audience through the lens of culture.”
He talks about “creating acts, not ads, that truly move people, culture and ultimately our business.” These acts – as we’ll get into – drive high levels of engagement with Heinz products through stunts, which engage fans of the brand online and in the real world in irreverent ways. This alone gives The Kitchen London “a well-defined lane” within the roster of agencies that work with Kraft Heinz, Wade adds.
In terms of where it sits alongside other agencies, Wade says it doesn’t go up against them for work. “We often work in unison.”
The genesis of The Kitchen’s work isn’t usually from the handing out of briefs or pitching against other rostered agencies. Rather, it generates a lot of its own work by being proactive and lending an ear to brand managers to “get to know their priorities inside and out,” Wade says. This understanding is then coupled with The Kitchen team’s cultural nous and understanding of trends in the wider world. From this point, ideas start to percolate.
Read more at: The Drum
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