California Lottery, vitaminwater, Conagra Brands and Seven Brand Moves

Our Sales Leads column covers the latest initiatives from brands and media agencies. View past columns in the archives here.

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• California Lottery

  Butler, Shine, Stern & Partners (BSSP)  announced that the California Lottery Commission has approved its selection as the California Lottery’s lead agency, with Canvas Worldwide serving as media agency, following a highly competitive review process involving 20 agencies and agency partnerships. The appointment marks a landmark win: a five-year lead agency contract with a maximum authorized expenditure of $550 million, with options for two additional one-year extensions.

• vitaminwater

  vitaminwater, a Coca-Cola brand, in partnership with My Code, announced the launch of Neighborhue: Still in Color, the next chapter of its integrated branded content platform, which celebrates the artists and stories that bring color, culture, and connection to neighborhoods across America.Blending documentary-style video, editorial storytelling, and social-first content, Neighborhue: Still in Color offers an intimate perspective on the creative process behind each mural, revealing the personal stories and cultural influences that make each work of art unique. In doing so, the series reinforces Vitaminwater’s longstanding commitment to creativity and authentic self-expression. “We believe creativity is a powerful force for connection and self-expression, and the response to the first season of Neighborhue reinforced just how deeply people connect with stories rooted in community and culture,” said Hillary Horton, vitaminwater Brand Director at The Coca-Cola Company. “That inspired us to expand the series, introducing audiences to mural artists whose work reflects the identity and spirit of their communities. My Code and Remezcla were the natural collaborators to help bring that vision to life and connect these stories with audiences across the country.” The campaign launched with Don RIMX in Orlando, followed by Carlos Mateu in Brooklyn on July 20. Content will roll out across My Code’s owned and operated media ecosystem, including Remezcla’s digital and social platforms, and includes hero documentary videos, short-form social content across Instagram Reels, TikTok, and YouTube shorts, long-form editorial features, and visual storytelling through photography and mixed-media formats.

• Conagra Brands

• Dunkin’

  
  Dunkin’ has teamed up with Kylie Jenner for a limited-edition summer menu that’s drenched in the bubblegum hue. The collaboration, called The King Kylie Collection, debuted nationwide yesterday and revives Jenner’s colorful “King Kylie” era with three decidedly photogenic drinks. To launch the collaboration, Jenner is also stepping back into her King Kylie persona for a new campaign directed by music video veteran Dave Meyers. In the spot, she interrupts a boardroom full of corporate buzzwords with a much simpler mission: serve pink all summer. It’s a fitting premise for a campaign that leans heavily into the playful, candy-colored aesthetic that helped define her social media persona a decade ago. The celebrity collaboration is only part of Dunkin’s summer menu refresh: the chain is also releasing an expansive lineup of colorful beverages, including new Suncloud Lemonades, sparkling lemonades and limeades, plus dessert-inspired coffee drinks flavored like PB&J and Fluffernutter sandwiches. There are also peanut butter espresso drinks, a chocolate-covered strawberry iced coffee and a Watermelon Lime Dunkin’ Zero sparkling beverage.

• Gong cha

  
  Gong cha, a global tea brand,  announced a new campaign in partnership with Warner Bros. Discovery Global Consumer Products, celebrating 25 years since the premiere of the iconic movie, Harry Potter and the Philosopher’s Stone. The campaign will include an exciting, limited-time collaboration for fans around the world. Launching July 1 to August 31, 2026, the campaign introduces a range of themed beverages, exclusive packaging and collectible merchandise inspired by the magic of the world of Harry Potter. Built around the core themes of magic, the iconic Patronus Spell and Hogwarts houses, the campaign invites customers to experience their favourite bubble tea brand through a new, enchanting lens. At the heart of the campaign is a new limited-edition beverage inspired by an iconic feature in Harry Potter’s world – the Elder Wand. The drink features Gong cha’s signature lime black tea or green tea, topped with a delicate elderflower-flavored foaming powder. Light, floral and refreshing, the beverage provides the essence of a European summer, combining subtle fruit notes with fresh greenery for a refined and distinctive flavour.
  “We can’t wait to bring a little magic to Gong cha stores across the U.S. This campaign celebrates one of the most beloved stories of our time and reimagines it through our drinks, our packaging and our in-store experiences,” said Missy Maio, VP of Marketing for Gong cha -Americas. “Our fans inspire everything we do, and this partnership gives us a chance to create something truly special for Harry Potter fans of every generation, from longtime devotees to those just discovering the wizarding world.”

•  Kohl’s

  This back-to-school season, Kohl’s  is making shopping easier by focusing on the brands, styles, and sizes families need to start the school year off right. From national favorites like Nike and Levi’s to By Kohl’s brands such as SO, Tek Gear, FLX, and Jumping Beans, Kohl’s combines the trends kids want with the quality and affordability parents expect, including thousands of products under $25. Kohl’s is making it easier to shop with curated, style-led displays, clear signage, and new digital tools. Kohl’s new AI-powered shopping assistant is designed to give customers personalized product guidance, outfit inspiration, and recommendations throughout their back-to-school journey.
  “Today’s families are looking for more than just a back-to-school checklist — they want confidence that they’re making the right choices for their kids and their budgets,” said Christie Raymond, Kohl’s chief marketing officer. “By focusing on the brands and styles kids are excited to wear and delivering the quality and value parents expect, we’re making sure families can count on Kohl’s for what they need most.”
  Back-to-school is one of the most meaningful moments of the year for kids and families, and Kohl’s “We are so back (to school).” marketing campaign celebrates the confidence, excitement, and self-expression that come with heading into a new school year. Kohl’s is capturing that “first-day feeling” with new broadcast spots set to Charli XCX’s high-energy track, “B2b.” The campaign features the return of Kohl’s Mom, portrayed by actress Ellie Kemper, alongside stylish teens showcasing the season’s must-have brands and trends. Bringing the campaign beyond the screen, Kohl’s will debut the “Kohl’s So-Back Studio” in New York City this August.

• Allegiant

  Colle McVoy has landed its first airline client in Allegiant. The Minneapolis-based agency was selected to steer the company’s brand strategy on the heels of its merger with Sun Country Airlines.