-Liquid Death is at it again, ready to gross people out to get them to try their water brand. This time, the team is back with the third installment of the brand’s blind taste test series with the release of the “Better Than Back Sweat? Official Taste Test.” When a random internet troll left a comment that they’d rather “lick sweat off a fat guy’s back than drink Liquid Death,” they needed to test their claim. Liquid Death invited 10 real people and Zach “Zachass” Holmes of Jackass fame to participate in an official taste test to decide which is better. It was created by the in-house creative team at the brand. On a less gross note, Liquid Death is also now the official event partner for the Formula 1 Heineken Silver Las Vegas Grand Prix.
-The Southwest Athletic Conference and PepsiCo have expanded their partnership to include more brands and offer greater opportunities to student athletes, especially at HBCUs.
-The latest installment of Apple’s long-running and celebrated “Shot on iPhone” campaign shines a light on the universal expression of dance, through the lens of diverse photographers from around the world.
-Reckitt is betting that generative AI tools will not only unleash creativity at the multinational CPG, but help reduce its carbon footprint as well.
-Vibes, the rolling paper brand created by rapper and entrepreneur Berner, teamed up with Last Prisoner Project in conjunction with creative company Mother to launch Release Papers, rolling papers to engage the public to advocate on behalf of individuals imprisoned for marijuana related convictions. They are now available in smoke shops nationwide and online at vibespapers.com.
-Publicis Groupe’s Team One and wine brand Chateau Ste. Michelle have teamed up and tapped into the wine brand’s partnership as Live Nation’s official wine sponsor. A new campaign centers on encouraging concert attendees to be more in the moment, asking them to lower their phones and “Raise a Glass.” The campaign aims to inspire the next-gen wine drinkers’ to “not mortgage their memories through a phone” and to enjoy the music. Team One tapped up-and-coming illustrator Helen Li, known for her bright, playful images inspired by a mix of music and pop culture. The campaign will be seen at several Live Nation concerts throughout the summer and fall with venue takeovers, in addition to a summer concert series held on the winery grounds in Washington.
-A new campaign by Partners + Napier for The Strong National Museum of Play, one of the nation’s leading museums for families and home to the National Toy Hall of Fame, creates a path from Toronto to the museum’s location in Rochester with nine different billboards highlighting classic toys and games. The campaign aims to entertain travelers on the road as they approach the museum with billboards that look like everything from a Connect 4 game to an Etch-a-Sketch and a Lite Brite game.
