C4® Energy, Disaronno International USA, LAFC, HOKA ONE ONE, Seatgeek… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
- C4® Energy
Austin FC announced that C4® Energy, the energy drink brand produced by Austin-based sports nutrition provider Nutrabolt, has become the Official Energy Drink of Austin FC ahead of the Club’s inaugural MLS season. The multi-year partnership with C4® Energy, America’s #1 pre-workout and fastest-growing performance energy drink brand, will kick-off with an official Austin FC gaming tournament hosted by Rival.As part of the agreement, C4® Energy will release a new limited-edition Mango Lime flavor in a co-branded limited edition can featuring the team’s signature colors and crest. Austin FC fans will be able stay charged, while cheering on their favorite players at all home games with this new, great tasting iconic C4 flavor, exclusive to Austin FC and available at select Austin area H-E-B Stores, in addition to the best-selling flavors from the C4® Energy and C4® Smart Energy lines.C4® Energy’s presence and drinks will extend throughout the new 20,500+ seat Q2 Stadium, including traditional point-of-sale counters, grab-and-go stations, VIP Club areas and luxury suites.C4® Energy and Austin FC will partner to present and host an official Austin FC gaming tournament with prizes consisting of Austin FC and C4® Energy merchandise. Additional details regarding the gaming tournament are available at AustinFC.com.C4® Energy is available in all 50 states and online at C4Energy.com.The new Mango Lime Austin FC limited edition can will be available exclusively at the Q2 Stadium and available at select Austin area H-E-B stores.
Disaronno International USA
Disaronno International USA, the world’s favourite Italian liqueur, announced the launch of two exciting campaigns featuring their newest products, “Born to Be Here” for The Busker Irish Whiskey and “The New Dolce Vita” for Disaronno Velvet Cream Liqueur. Both campaigns will run on streaming platforms and social media through July 18th under a US$7.3 million advertising spend. Disaronno made the strategic decision to run the commercials entirely on digital and social to reach their target audiences through a bold, multiplatform approach across different touch points. In the calendar year 2021, Disaronno anticipates investing more than US$10 million on media campaigns, one of few portfolios who have committed to such a robust marketing spend.The Busker’s “Born To Be Here” campaign presents the new Irish whiskey created with the millennial American whiskey drinker in mind. With a US$4.8 million advertising budget, it is anticipated that the commercial will have 260 million impressions, aimed at urban consumers aged 25-44 years old. The “Born to Be Here” commercial has a :15 second and :30 second spot.Following on Disaronno’s 2020 The Endless Dolce Vita 2020 global commercial highlighting Disaronno Originale, “The New Dolce Vita” stars Disaronno Velvet. With a US$2.5 million advertising spend, the commercial is expected to garner 138 million impressions from spirit drinkers around the country. The “New Dolce Vita” can be viewed here.Both commercials can be viewed on social media channels Instagram and Facebook. The commercials will air in the USA during June and July on YouTube and multiple streaming platforms and networks including NBC, CBS, ABC, Univision, FOX, HGTV, ESPN, Bravo, BET, TBS, USA, CNN, MTV, TNT, Food Network, The Weather Channel, AMC, BBC America, BET, CMT, Comedy Central, Cooking Channel, Discovery, DIY, E!, Freeform, HGTV, History Channel, ID, IFC, Lifetime, MSNBC, OWN, Oxygen, Reelz, TBS, TLC, TNT, Travel Channel, TV Land, USA Network, VH1, Vice and more.
Los Angeles Football Club (LAFC) announced a new multi-year partnership with Rockstar Energy Drink, marking the brand’s first major league sports deal.In addition to expanding the Rockstar Energy Drink reach beyond action sports into the mainstream, the new alliance will hyper-focus on the city of Los Angeles and its local communities.With the official 2021 season now underway, Rockstar Energy Drink will activate at four home games this season, featuring a custom branded experience to immerse fans and create shareable content. The partnership will span in-store and POP promotions, custom product packaging, a dedicated digital campaign, and outreach with notable LA sports and lifestyle influencers.In support of the announcement, Rockstar Energy Drink has created a unique content piece for the brands’ social channels with skateboarder Chris Joslin, BMX rider Chad Kerley, and FMX icon Colby Raha. The athletes, who are all legends in their respective sports, brought a unique twist to the architecture of Banc of California Stadium as they hit a series of wallrides, manual pads, and stair sets while simultaneously bringing the world of action sports to the mainstream stadium.This latest partnership reflects Rockstar Energy Drink’s brand evolution and new direction in 2021, following its Super Bowl ad featuring Lil Baby and its partnership announcement in February with esports team 100 Thieves.
HOKA ONE ONE
HOKA ONE ONE®, a division of Deckers Brands, has announced the appointment of FCB as its first-ever global creative agency of record following a competitive review. FCB WEST, the network’s nimble creative boutique in San Francisco, will serve as the global lead office and will tap into FCB’s network of offices around the world. Founded in 2009, HOKA is one of the fastest-growing performance footwear and apparel brands, committed to innovation and design to create positive change. The appointment of FCB signals the next expansion chapter in HOKA’s incredible growth story that saw a 62% year-over-year sales growth through the pandemic. FCB will begin working with HOKA and its other agency partners immediately and expects the brand’s first global campaign under this new partnership to debut in 2022.
Ticketing platform Seatgeek named Fig its´AOR following a four-week competitive review. The brand plans to begin full-scale advertising in order to amplify its brand awareness post-pandemic, Adage reports. The pause caused by the pandemic allowed the company, which was founded in 2009, to take a step back and reevaluate its brand identity. With this new brand launch, Seatgeek wants to make sure they continue to bring the tech to the table, but when talking to their consumers, they do so in a way that feels relevant and authentic to them.
At this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at firstname.lastname@example.org.
Diageo has partnered with Equator and Ghetto Gastro to celebrate Black Storytelling through the lens of black creatives. Juneteenth marks a moment of celebration and meaningful reflection for the Black community, where families, friends and chosen loved ones come together to honor the past while celebrating progress made. For many, the day serves as a time to share stories with one another over food and drinks, preserving traditions that pay tribute to the legacy of generations past.Through CÎROC, Crown Royal and Tequila Don Julio brands, DIAGEO brings the shared values of togetherness, generosity and devotion to this year’s Juneteenth festivities through a dynamic film. This film was created as part of DIAGEO’s ongoing mission to champion inclusivity, including amplifying Black stories told through the lens and voices of Black creatives who are paving the way for change. In partnership with Ghetto Gastro, a creative and culinary collective utilizing food as a medium to teach the world about the Black diaspora, and Equator, an award-winning Black-owned production company whose powerful work captures the dynamism of a people, the film brings to life the richness of Black cultural gatherings and reinforces the importance of storytelling as a vehicle for cultural preservation. The energetic :60 second film is an emotional reminder that African American history is American history.To bring families, friends and chosen loved ones together to celebrate, Ghetto Gastro was tasked with creating the menu.This is one of the latest initiatives for DIAGEO, which has pledged US$10 million to create permanent endowments at 25 HBCUs across the country. DIAGEO is also committed to showing up for moments of Black celebration and will continue to do so with partners in local communities across the nation.
Freeway Insurance, a division of Confie, the largest independent personal lines agency and broker in the U.S., will offer franchising opportunities for the first time in the company’s history.Freeway’s franchise offering provides unique ownership access for professionally minded entrepreneurs to join their network of more than 500 retail stores nationwide along with access to the company’s established business model and respected brand. Franchisees will have access to a wide range of national and regional insurance carriers, back-office resources, the ability to offer additional value-added products and much more.As part of an initial rollout plan, Freeway franchises will be offered in a limited number of states. In the near future, the company expects to offer franchises across the U.S. Matching Freeway’s 35-year legacy of providing affordable insurance to all drivers, franchise owners will serve a wide range of communities. The company would actively look to partner with entrepreneurs with diverse backgrounds and capabilities, including many with a bilingual or multilingual skillset, to build franchise opportunities and improve communities.Freeway Insurance will continue to grow organically and by acquisition, the company indicates.