Promo Parade Aaron Judge’s New Team

Waiakea Inks Deal With Yankees Star Judge

New York Yankees right fi elder Aaron Judge is best known in beverage circles as the face of Pepsi since 2017, but potentially facing free agency next year, he’s also moved on to a new chapter in business with Hawaiian volcanic water brand Waiakea.

The 30-year-old has joined the company as an ambassador and equity investor, and is the face of a marketing campaign that kicked off with large ads at all three major New York airports, followed by POS across the city including 6’7” lifesize cutouts of Judge in Bolla Markets.

The partnership also extends to Judge’s ALL RISE Foundation, which provides awards and incentive programs for schools and local organizations to reward academic performance. The athlete “will work with Waiakea to highlight the brand’s sustainability and give-back initiatives” via the Foundation, according to a press release.

Launched in 2012, Waiakea is one of several naturally sourced premium water brands staked on their sustainability credentials. The brand offers three formats: a refi llable aluminum bottle, a Spout Box line, and Oceanplast bottles, which emit 79% less carbon and use 80% less energy than virgin PET bottles. The product is currently sold at over 40,000 stores nationwide including Whole Foods, Kroger, Ralph’s, Wawa, Speedway, Walmart, QuikTrip and other retailers, as well as over 1,000 independent stores in New York City.

Judge is the latest athlete to align with Waiakea, which counts recently crowned NBA champion Klay Thompson and NFL defensive end Myles Garret. The MLB All-Star signed a multiyear endorsement deal with Pepsi in 2017, and became an investor in KDP-affi liated energy drink A SHOC earlier this year.

In an email to BevNET, Daniel Kleinkopf, VP of marketing at Waiakea, praised Judge for hitting on the brand’s three pillars: healthy, sustainable and ethical.

“We aren’t necessarily looking to emphasize the connection to sports more, we are just lucky to have a lot of athletes who love our product, drink it every day, and are sustainability and/or community minded,” he said.

After a decade in the water business, Waiakea is stepping outside the category for the fi rst time. This year, the brand released Waiakea Hawaiian Volcanic Coffee, a 100% single origin whole bean coffee from Hawaii available in two roast profi les. As with all Waiakea products, the coffee is certifi ed Carbon Neutral, a credential that Kelinkopf noted the company is seeking to help build awareness for as many consumers focus primarily on packaging and recyclability.

Vita Coco Celebrates Launch of Its Coconut Juice with Roadside Experience in Texas

In celebration of the launch of its new coconut juice, Vita Coco brought a pop-up roadside attraction to consumers in Dallas, Texas.

As a testament to the saying “Everything is Bigger in Texas,” Vita Coco’s “World’s Biggest Coconut” featured an inflatable coconut that stands over three stories tall. Additionally, the experience included local food trucks, outdoor games and an opportunity for visitors to sample Vita Coco’s products.

“We know summertime in Texas means two things: heat and the need for refreshing and fun summertime experiences that help you cool down. The World’s Biggest Coconut experience offers Texans both,” said Jane Prior, Vita Coco CMO, in a press release. “Our new coconut juice has a big, bold flavor, so we knew we had to celebrate the launch in a big, bold way.”

Vita Coco first announced the launch of its coconut juice in June. Available in two flavors – Original with Pulp and Mango – the juices are made from a blend of coconut water and a “burst of tropical flavor.” The new offering is available in select convenience stores across the East Coast and Dallas for $2.49 per 16.9 oz. can.

To promote the launch, Vita Coco has highlighted its partnership with Cantonese-American restaurant Bonnie’s in Brooklyn, and its owner Calvin Eng. According to the brand, Vita Coco has teamed with Calvin for the launch of its coconut just because he “is a real, authentic fan” and because the two have similar roots in New York City. Nutritional sports supplement maker Ladder announced Los Angeles Rams linebacker Bobby Wagner as the latest professional athlete to join the company as a brand ambassador and spokesperson.

“I’m excited to join the Ladder family. Throughout my career, I’ve always placed a huge emphasis on proper nutrition. Ladder’s clean products help me take care of my body so that I can maximize my performance and compete at the highest level,” Wagner said in a press release.

The news comes on the heels of Ladder’s first foray into specialty distribution earlier this year. The brand entered 690 Vitamin Shoppe stores, repositioning itself to target a broader active-lifestyle consumer base and making its supplements accessible to general consumers. The stores carry Ladder’s Pre-Workout, Whey Protein, Plant Protein and Hydration products in a variety of flavors.

Ladder was co-founded in 2018 by NBA star Lebron James and former bodybuilding champion Arnold Schwarzenegger. The Los Angeles-based company came about after James and his longtime trainer Mike Mancias recalibrated the NBA star’s dietary regimen in the wake due to significant cramping issues. Schwarzenegger was asked to consult on the product and help found the company.

Although James and Schwarzenegger continue to be the face of Ladder while consulting on product marketing and formulation, they no longer maintain ownership. The company was purchased by The Beachbody Company in 2020 and is now marketed as a premium, NSF Certified for Sport powdered supplement intended for professional athletes.

Beachbody SVP of nutrition products, Christina Cartwright, told BevNET earlier this year that the brand aspires to make the product more accessible to everyday active consumers. Ladder is aiming to heighten its brand awareness with professional sports teams – the company claims to supply supplements to 52 professional sports teams across Canada – and leverage its partnerships into consumer-facing marketing campaigns.

Wagner joins the brand’s growing roster of athletes including NFL defensive end Myles Garrett, WNBA star Monique Billings and Paralympic Gold Medalist Jorge Sanchez.

Los Angeles Rams’ Bobby Wagner Takes the Field with Ladder Nutrition

Pepsi Celebrates the Kickoff of Football Season with ‘18-Week Party Pack’

Pepsi celebrated the kickoff of the NFL season with its latest innovation: The ‘18Week Party Pack’ tiny home designed to resemble a pack of Pepsi cans.

“With the new NFL season getting underway, we knew we had to show up for football fans with new ways to innovate around their football watching experience. Tapping into the ‘Tiny Home’ phenomenon – something that is typically a shrine to minimalism – we turned a pack of Pepsi into a truly immersive experience,” said Pepsi CMO Todd Kaplan in a press release.

The tiny home – which has been outfitted with turf carpet, field goal-themed decor and a football-shaped ottoman – follows past Pepsi NFL innovations such as the Pepsi Gametime Fridge and the Pepsi Turkeytron.

One winner will be chosen to live in the tiny home for all 18 weeks of the 2022 NFL season.