Promo Parade Essentia Vows to “Stop for Nothing”

Pepsi Speaks for the Trees with New EVOLVE Campaign

Essentia’s ‘Stop for Nothing’ Campaign Doesn’t Stop

After revamping the brand last year with a new look and identity built around the outdoors, Pepsi is moving its plant-based protein line EVOLVE further outdoors this summer with the launch of a mission driven marketing campaign built around sustainability.

The centerpiece of Evolve’s “PlantBased for the Outdoors” commitment will be the planting of $100,000 worth of trees in urban areas via a partnership with reforestation non-profi t One Tree Planted. The fi rst event was held in May at Highbridge Park in New York City, where American Chestnut trees

Nestlé-owned alkaline water brand Essentia announced a continuation of its 2021 “Stop for Nothing” ad campaign, featuring NBA star Jimmy Butler, Chicago Bears quarterback Justin Fields and singer-songwriter Tate McRae.

According to a press release, the campaign originally launched last year and featured McRae and Kansas City Chiefs quarterback Patrick Mahomes. Built around a message of “maintaining resilience by taking a moment to pause and hydrate,” the new edition of “Stop for Nothing” will emphasize messages like self-care and keeping your mind and body focused to achieve your goals.

The campaign was created in partnership with creative agency Droga5 and features 6-, 15- and 30-second commercial spots that will air on digital and social platforms, including Hulu, YouTube and NBC Universal.

“This campaign underscores the importance of taking care of yourself so you can continue chasing your dreams, and focus on the things that are important to you,” Zola Kane, head

were planted in a former illegal dumping ground along the Harlem River.

“In the nearly year and half since the EVOLVE relaunch, we’ve seen this consumer target expand as the plant-based category experiences immense growth, sparking sustainability-minded eating trends such as fl exitarianism and climatarianism,” said Anuj Bhasin, VP of Protein and Fitness Brands at PepsiCo.

The brand has also made tweaks to the packaging and formulation itself with sustainability in mind. According to Bhasin, Evolve now uses TetraPak’s sugarcane-derived Bio-Based Cap, which claims to carry a lower carbon footprint than fossil-based caps.

“We are planting trees in areas that need them, which is important because planting the right species of trees can have a positive impact in improving air quality, decreasing urban heat and fostering biodiversity,” Bhasin said.

Evolve is also fi elding pitches from consumers about how they are getting involved in local programs to protect the environment. Three entrants will be selected to receive $10,000 each to use toward their community initiative. For each entry, the brand will also donate $1 to One Tree Planted, up to $5,000, to support urban tree planting efforts. Entries will be judged by EVOLVE council ambassador, intersectional environmental activist, eco-communicator and author, Leah Thomas, also known as @ GreenGirlLeah.

Evolve, which was included in Pepsi’s acquisition of Muscle Milk maker CytoSport in TK, markets a four-SKU line of ready-to-drink pea-based protein shakes, as well as powders and bars. According to Bhasin, the brand has outpaced category growth year-to-date at +68% YTD (compared to +12%).

of marketing at Essentia, said in the release. “Our partners personify that extraordinary combination of grit and determination we not only admire, but strive to inspire through our products and campaigns. We are both proud and humbled to be working with these superstars.”