Dropping bricks

Shock Top announced that it teamed up with Indiegogo and state water organizations to respond to the drought situation in California with Shock the Drought, a program to identify, fund and distribute water-saving innovations that can help reduce water usage in the state. Every month this year, Shock Top will fund a water-saving invention on Indiegogo, the company says. To kick things off, Shock Top will deliver $100,000 in funding for Drop-A-Brick 2.0, a modern, eco-friendly innovation that sprang from the classic drought tactic of placing a real brick in a toilet’s tank to save water. Today’s Drop-A-Brick is made from rubber and improves flushing performance, while saving about 50 gallons a week. By funding a 2.0 version, Shock Top will help save millions of gallons of water across California each year. In fact, 30,000 Drop-A-Bricks in toilets will save enough water for nearly half a million people to drink water for an entire year, the company says.

Roar for Beckham

In time for the start of the NFL season, ROAR Beverages announced a partnership with New York Giants’ wide receiver and social media sensation Odell Beckham Jr. Beckham Jr. will be ROAR’s national spokesperson and will be featured in the brand’s first-ever national advertising campaign, partnership marketing efforts, product development as well as social and digital programming, the company says. In addition to serving as the brand’s national brand ambassador, Beckham Jr. collaborated with ROAR’s development team to create an all-natural performance line of its sports drink.

Hypnotic nostalgia

Hpnotiq Liqueur announced a new 360-degree campaign titled #SINCE2001. This fall, Hpnotiq enlisted hip-hop artist Cam’ron, artist Naturel, rapper and artist Yung Jake, and DJ and entrepreneur Va$htie Kola — otherwise known as the Hpnotiq “Class of 2001” — to tap into consumers’ nostalgia for the 1990s and early 2000s via a full brand makeover, the company says. To mark the first phase of the new 360-degree marketing campaign, artist Naturel redesigned the Hpnotiq brand’s visual identity, incorporating his signature pop-art-influenced style. The Art Deco-inspired graphic cues launched on the brand’s social channels, as well as via out-of-home advertising, the company says.

Sunken rum

Five Wicked Dolphin Rum barrels filled with distilled water were sent 90 feet down to the USS Mohawk Veterans Memorial Reef and then raised 72 hours later. This was used to craft the Florida distiller’s latest offering: Sunken Barrel USS Mohawk CGC Reserve. Wicked Dolphin Rum and Lee Reefs partnered on the limited-edition rum to benefit the Lee Reefs program and Special Operations Bionic Warriors. All of the profits will be used to benefit both artificial reefs and the ongoing efforts of the Bionic Warriors. The rum is available at Wicked Dolphin Distillery. Only 200 bottles will be sold with the name “Sunken Barrel USS Mohawk CGC Reserve.”

A healthy initiative

For the third year, Naked Juice is partnering with Wholesome Wave to provide fresh produce to places where there is none. In launching the Drink Good. Do Good. campaign, Naked Juice will donate as much as 500,000 pounds worth of fruits and vegetables to Wholesome Wave. New this year, the company is making it easier for consumers to join the effort by taking a photo of themselves holding a fruit or vegetable, tagging a friend and including the hashtag #DrinkGoodDoGood. When they do, Naked Juice will donate the equivalent of

 10 pounds of produce to neighbors in need. In addition, Naked Juice and Wholesome Wave are teaming up with local ambassadors across the country to help shine a light on the issue of food deserts.  

Get your game on

Mintel research shows that 60 percent of fans consume food and beverages while watching sports on TV. Among sports fans, ages 21 and older, 63 percent report consuming alcohol beverages while watching sports, with 50 percent of these fans drinking beer. In comparison, 54 percent of fans report drinking soda and 64 percent drink water while watching sports. Although many fans drink alcohol while watching sports, it appears few are “drinking to get drunk.” Sports fans tend to opt for beer and wine (31 percent) compared with mixed drinks with hard alcohol (28 percent). In particular, male sports fans are more likely to consume beer while watching sports (56 percent vs. 42 percent).

A Hallowin’ good time 

Dos Equis, a brand of Heineken USA, is celebrating the Halloween season with its fifth annual Masquerade program. The fully integrated, 360-degree program provides consumers of legal drinking age access to the Most Interesting Man’s entourage and the opportunity to help create or attend an epic, fall celebration that rivals the Masquerade itself. “As a brand, Dos Equis encourages consumers to be interesting and spontaneous, and Halloween is the holiday that encompasses this uninhibited spirit,” said Leanne Maciel, brand manager for Dos Equis at Heineken USA, in a statement. The Masquerade is supported by a comprehensive marketing campaign that includes national TV, radio and out-of-home advertising, digital partnerships, retail and on-premise point-of-sale materials, and a sweepstakes where consumers can enter to win a trip to New York City to attend a Dos Equis inspired event.

Personalizing storage

Offering a new way to store liquor, Box for a Bottle are unfinished wooden boxes that can store a special bottle of wine, a favorite whiskey or any other spirits. The boxes are made to order, designed by artists, handcrafted and engraved at the Artificer Wood Works shop in High Ridge, Mo. Consumers select a theme and can add a custom message inside. Each box fits a standard 13-inch bottle. Through a partnership with Trees for the Future, Artificer Wood Works plants a tree for every box sold.