Coke Enters High Growth Prebiotic Soda Market…and Six More Brand Moves

Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.

• Coke Launches Simply Pop…

  Coca-Cola is introducing the Simply Pop drink. Starting in late February, consumers on the West Coast and in the Southeast will be able to buy it in retail stores and on Amazon. The new drink, available in five fruit flavors, will debut under the Coca-Cola-owned Simply brand. Simply Pop drinks have no added sugar and contain 25% to 30% real fruit juice, the company said. They also contain vitamin C and zinc, boosting the immune system. Each 12-ounce slim will cost $2.49 and contains six grams of prebiotic fiber, zinc, and vitamin C for immune support.
  According to Euromonitor International data, digestive health soft drinks grew from a US $197 million category in the U.S. in 2020 to US $440 million in 2024. While growing at a high rate, they remain just 2% of the $42.4 billion U.S. soft drink market. However, the prebiotic soda market is estimated to grow to US $3.5 billion by 2032.

  …with a Digital Experiential-First Marketing Strategy.

  The fast-growing prebiotic soda market is dominated by upstart brands, including Poppi and Olipop.   Coke’s Simply Pop will be “the juicy new soda.” The marketing strategy will be digital and experiential first, with out-of-home, influencers, paid media, social media and plenty of “liquids to lips” sampling, Marketing Dive reports.  Simply Pop’s agency partnerships for the new brand include VML, Cartwright, and Hogarth through WPP’s dedicated bespoke agency model for Coca-Cola, Open X.

   

• Nissan-Honda Merger Cancelled…

  Honda and Nissan called off merger talks last week, less than two months after agreeing to explore plans for a new holding company to launch in 2026.  Nissan and Honda have a combined marketing spend of US $800 million in the U.S. Executives at agencies and other service providers of both automotive companies may be feeling a certain relief.

  Nissan Agency Providers….

  

  … and Honda’s  

  

   

• Chispa

  Chispa, a dating and friendship app for the Latino community, launched its  “AMOR WITH NO B.S.” campaign with an off-Broadway production that successfully merges classic Shakespearean themes with the complexities of modern Latino identity. The one-night-only performance, directed by Estefanía Fadul and produced by Mexican filmmaker Roberto Sneider, garnered enthusiastic applause as it transformed Shakespeare’s iconic works— Romeo and Juliet, Twelfth Night, and Hamlet—through a fresh and culturally relevant lens. “Reimagining Shakespeare from a Latino perspective isn’t merely about modernizing a classic—it’s a testament to how young Latino singles can own their cultural identities,” said Julia Estacolchic, head of Brand and Marketing at Chispa. “Our campaign champions the idea that real love flourishes when you cast off stereotypes and embrace who you truly are.” Chispa also integrated in-app features that resonate with their campaign values, such as stickers labeled “AMOR WITH NO B.S.” and “Free of Labels.” Push notifications encourage users to forge connections rooted in honesty and authenticity while giving voice to the campaign’s overarching message. Chispa also integrated in-app features that resonate with their campaign values, such as stickers labeled “AMOR WITH NO B.S.” and “Free of Labels.” Push notifications are designed to encourage users to forge connections rooted in honesty and authenticity while giving voice to the campaign’s overarching message. The campaign’s foundation lies in Chispa’s “Love and Stereotypes” survey, which reveals that 49% of respondents prefer to laugh off misconceptions about their heritage.

• Goodyear Tires

  Publicis will handle creative, media, production, and digital services through bespoke ‘Publicis P1T Crew.’  BBH US will be the lead creative agency. Goodyear spends around US $300m annually on media.  Goodyear joins a growing list of clients integrating creative and media, a return in many ways to the full-service era before creative and media were separated by the rise of media independents.  Publicis recently also won the global Banco Santander creative and media business. Publicis also recently won the Banco Santander global creative and media account.

   

  Find out about Portada Live events planned for 2025. Portada Live events are highly curated, and the agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

   

   

•  Century 21

  

  The CENTURY 21^® brand will serve as the Official Real Estate Services Partner of MLS, the MLS All-Star Game, and MLS Cup presented by Audi. This strategic collaboration not only celebrates the growth of soccer in the region but also creates powerful opportunities for both brands to engage with fans and communities across the country. Starting in 2025, the CENTURY 21 brand will integrate into national broadcasts on MLS Season Pass, produce in-stadium promotions and will also have an on-site presence at the League’s milestone events. In addition, this multiyear agreement features an extensive series of activations for the CENTURY 21 brand throughout the season, including premium ticket and hospitality opportunities at MLS matches across North America. “We are thrilled to kick off this partnership with Major League Soccer,” says Tori Keichinger, VP, Head of Marketing, Century 21 Real Estate, LLC.   The partnership with MLS will serve as the first broad scale media launch of the CENTURY 21 brand’s “Joy of Home” campaign, launched in November 2024. This collaboration will give the CENTURY 21 brand the platform to connect with MLS’ engaged fanbase, helping to fuel business opportunities for the thousands of real estate agents affiliated with the global brand. MLS will also collaborate with the brand on developing digital and out-of-home marketing campaigns and exciting on-site experiences to not only drive franchise and brokerage expansion but inspire pride and accomplishment amongst the CENTURY 21 brand’s talented network of independent real estate agents. Through this agreement, Century 21 Real Estate also becomes an official partner of MLS NEXT Pro, the professional men’s soccer league in the U.S. and Canada that completes the pro player pathway to MLS first teams.

• Red Lobster

  Red Lobster’s most legendary event of the year is back and bigger than ever. Lobsterfest® returns from February 11 through April 20, 2025, and this year, it’s not just great, it’s the GLOAT: The Greatest Lobsterfest of All Time. Red Lobster® owns its lob-star status with unmatched quality, bold flavors, and an elite new lineup of lobster creations designed to make this year’s celebration truly unforgettable. “Lobsterfest is the ultimate celebration for lobster lovers, and this year, we’re taking it to the next level with more variety, more flavor, and more ways than ever for guests to satisfy their crustacean cravings,” said Nichole Robillard, CMO at Red Lobster. “From brand-new lobster creations to our exciting new Create Your Own option, we’re serving up a lobster-loaded lineup that’s sure to please any palate.” To celebrate the greatest Lobsterfest of all time, NBA All-Star Blake Griffin is bringing his A-game from the court to the table. He’s proven himself as a Dunk Champion, and now he’s taking his skills to the ultimate seafood feast. For a limited time, guests can now enjoy their lobster Blake Griffin’s Way: a winning lineup featuring Rock Lobster Tail, NEW Garlic Butter-Poached Maine Lobster, and NEW Lobster Mac & Cheese, all on one plate. The partnership between Red Lobster and Griffin officially kicked off with a campaign spot that shows how the Dunk Champion is taking his skills to another level. “This year’s Lobsterfest is going to be epic,” said Griffin. “My Lobsterfest plate is stacked and I can’t wait for fans to try it and make this year’s Lobsterfest the greatest Lobsterfest of all time.”

•  CeraVe

  

  CeraVe, a dermatologist-recommended skincare brand in the US*,  unveiled its latest campaign, ‘Head of CeraVe’. Recognizing that dandruff affects 1 in 5 Americans**, yet only 40% seek treatment***, CeraVe addresses this gap by promoting its dermatologist-developed haircare line, designed to destigmatize scalp conditions and provide effective solutions. In true CeraVe “medutainment” style, this integrated and immersive campaign was meticulously designed to encourage audience participation. The campaign kicked off with a series of viral moments that sparked fan speculation: D’Amelio showcased a “scalp shrine” and rubbed cream on her head for good luck during a pre-Broadway “Get Ready With Me” video; while Davis was seen carrying a giant tub of CeraVe moisturizer to a game and applying it to his head. The “Head of CeraVe” campaign content will be featured across social and digital platforms, as well as during SNL broadcasts (linear and Peacock streaming) through March 1st. For more skincare tips and product information, visit CeraVe at www.cerave.com and on Facebook, Instagram and Twitter.