Estee Lauder, Amex, Columbia Sportswear and More Brand Moves

Keurig Dr Pepper announced that it has entered into a definitive agreement to acquire GHOST Lifestyle LLC and GHOST Beverages LLC . Founded in 2016, GHOST® is a lifestyle sports nutrition business with a portfolio anchored by GHOST® Energy, a leading ready-to-drink energy brand. GHOST’s net sales have more than quadrupled over the past three years, and GHOST Energy is one of the fastest-growing brands in the energy category, characterized by its unique identity, distinctive flavors and packaging, and strong consumer appeal. Under the terms of the agreement, KDP will initially purchase a 60% stake in GHOST, which will be followed by the acquisition of the remaining 40% stake in 2028. The transaction is subject to customary closing conditions, with the initial step expected to close in late 2024 or early 2025. GHOST will continue to be led by co-founders, Dan Lourenco and Ryan Hughes, and will operate as part of KDP’s U.S. Refreshment Beverages segment. The proposed transaction will substantially enhance KDP’s presence in the energy drink category, extending its reach to new consumers. KDP’s energy portfolio will now include multiple, powerful brands spanning lifestyle, performance, and other major occasions in the category. In addition to ready-to-drink energy, GHOST also has a presence in supplements and emerging positions in other liquid refreshment beverages. Check out how PepsiCo expands into the Energy Drink market.

Columbia Sportswear Company, a global leader in designing, sourcing, marketing, and distributing outdoor apparel, footwear, accessories, and equipment products, announced that the Columbia brand has a new creative agency partner and marketing leadership to oversee the brand’s new creative strategy. To lead the creative direction forward, the Columbia brand appointed adam&eveDDB as its global agency of record following a competitive pitch against several undisclosed global agencies. The global account will be led by adam&eveDDB London in close partnership with its New York and San Francisco offices.
The approach will lean into the eighty-six-year-old company’s unique character to elevate the Columbia brand. These changes are part of the brand’s forward-looking strategic brand vision that will pair product strategy with integrated marketing to meet consumers where they are to drive more meaningful brand experiences. The Columbia brand has been working to bring the new strategic vision to life internally over the last few months. Joe Boyle, Executive Vice President, Columbia Brand President, said: “We’ve built an extraordinary outdoor brand that set the standard for excellence worldwide. The past year we’ve been retooling and reshaping our business to scale new heights. In the year ahead, you’ll see the Columbia brand roll out a product strategy that is deeply intertwined with marketing allowing us to reach consumers in new, surprising ways to reintroduce our iconic brand.”

This Día de Muertos, Tequila Don Julio is honoring Mexico’s most cherished tradition with an immersive global celebration that blends artistry, culture, and heritage. Under the creative direction of renowned Mexican artists Betsabeé Romero and Juan Rentería, Tequila Don Julio is unveiling breathtaking, larger-than-life Ofrendas—beautifully adorned altars—in eight cities worldwide. Each Ofrenda will invite locals to connect with the spirit of the holiday and honor loved ones who have passed, offering a truly unforgettable experience.

Global Activation:

• Eight cities: Bogotá, Cape Town, London, Los Angeles, Melbourne, Mexico City, Mumbai, and São Paulo.
• Spotlight on Mexican Creatives: With contributions from artists like Betsabeé Romero and Juan Rentería, Tequila Don Julio showcases Mexican creativity on a global stage, sharing the beauty of Día de Muertos with new audiences around the world.
• Cultural commitment: Tequila Don Julio continues to put Mexican culture at the forefront. Each Ofrenda will blend classic holiday elements like marigold flowers with modern interpretations, paying homage to Mexico’s rich heritage and the brand’s visionary founder, Don Julio González, while also capturing the unique spirit of each host city.

U.S. Activation:

• Ofrenda in Venice Beach, CA: Part of the global celebration, details as follow:
  • Dates: October 26 – November 2 (special programming on October 26, November 1 & 2)
  • Location: Venice Beach, 1800 Ocean Front Walk, Venice, CA 90291
  • Programming: Live performances by a Mariachi band, storytelling dances by Casa de la Cultura Maya, and opportunities for visitors to leave personal notes in memory of loved ones.
• Limited Edition Bottle:  The Los Angeles Ofrenda will feature the Tequila Don Julio 70 Añejo Cristalino Artist Edition bottle by CFDA award winning fashion designer Willy Chavarría, whose design reimagines classic Catrina imagery with a modern twist, paying homage to the essence of Día de Muertos.

• Amex

American Express and Formula 1® announced a new multi-year sponsorship that expands Amex’s partnership with the world’s leading motorsport from the Americas region to the global stage and across the F1 calendar as an Official Partner (encompassing Australia, Asia, Europe, the Americas, and the Middle East). Elizabeth Rutledge, Chief Marketing Officer, American Express, said: “We are thrilled to expand our relationship with Formula 1, building on the strong momentum of the sponsorship in the Americas over the past year. This demonstrates yet another way we are continuously enhancing the value of American Express Membership for Card Members around the world. With more than 300 million fans worldwide age 18-341, F1 continues to grow in popularity and as a passion area for Millennials and Gen Z – American Express’ fastest growing customer segment.”Through this expanded sponsorship, F1 and Amex will continue to work together to create best-in-class fan experiences at select F1 Grands Prix throughout the year. American Express® Card Members will have access to a range of benefits and perks including Amex Presale Tickets™, Paddock Club™ and Grandstand tickets (at select races, while supplies last). American Express will also have the opportunity to host business customers and partners through certain hospitality offerings.