Category: Brands and Partnerships

Amazon Prime Day TV Spot, ‘What’s Next?’ Song by Young MC featuring LeBron James

LeBron James is weighing his retirement options before the press when he gets an alert on his phone. It’s Prime Day over at Amazon and with all the deals going on, it will be easy to set himself up with the right tools for any job. Whether it’s hibachi chef (he accidentally makes a customer choke), barber (a bit of a one trick pony with his crown hairstyles), or even an out of tune bar singer as he tried to belt out Phil Collins’ classic “In the Air Tonight.” Finally he seems to settle on being a scout leader, but an overly ambitious rain of marshmallows from his backpack invites a horde of very evil raccoons to the campfire and he and the kids need to book it! Back to reality, LeBron finally answers the question of what’s next. “Whatever it is,” he says, “it’s gonna be a big deal.” Amazon invites you to find your next thing during this year’s Prime Day!

SMIRNOFF PROVES “WE DO GAME DAYS” BIGGER, BOLDER AND LONGER THAN EVER BEFORE FOR SUPER BOWL LIX INCLUDING A SHOW-STOPPING PERFORMANCE FROM INTERNATIONAL SUPERSTAR FLO RIDA ATOP A 60-FOOT TAILGATE TRUCK

Kicking off the festivities, 2x Super Bowl Champion Chris Long will go the distance with the longest-ever live recording of his fan-favorite “Green Light” podcast. “Having the Super Bowl back in New Orleans is always exciting – it’s a high energy city with fans that truly appreciate the game,” Long said. “I can’t think of a better way to close out a great week than by partnering with Smirnoff for our longest podcast ever.”

NFL Legends Vernon Davis and Warrick Dunn will keep the momentum going, adding their own star power to the day’s lineup. Of course, it wouldn’t be a true Smirnoff tailgate – or a New Orleans celebration – without a nod to the Big Easy’s food scene. Celebrity Chef David Rose is serving up a bold twist on a Louisiana classic, layering rich, spicy flavors into his Jambalaya with grilled shrimp and crawfish étouffée—a dish that brings the perfect kick to the party.

“At Smirnoff, we believe the long game always wins – on and off the field,” said Sam Salameh, Vice President of Vodka, Diageo. “As the brand who wrote the playbook on Game Day celebrations, we’re going to new lengths (literally!) with a 60-foot tailgate truck built to ensure there’s a spot for everyone, paired with an unforgettable lineup of entertainment to show what we mean when we say, ‘We Do Game Days’.”

Stretching an impressive 60 feet – about the length of the red zone in football – and tipping the scales at 15,000 pounds, the truck is a spectacle of epic proportions. Built with more than 37,000 bolts, nuts, and screws in just six weeks, it boasts enough capacity for 526,500 Kansas City-style BBQ wings or 16,200 Philly cheesesteaks, enough to fuel the hungriest offensive lines and maybe even bring the most die-hard rival fans to the same table.

From Los Angeles to Detroit, Smirnoff has been bringing “We Do Game Days” to NFL fans all season long. Now, for Super Bowl LIX, Smirnoff’s The Longest Tailgate may be the weekend’s biggest spectacle across New Orleans all weekend long:

A Night of Pride with GLAAD: A Night of Pride with GLAAD aims to spotlight advances in and the future of LGBTQ inclusion in sports. Presented by Smirnoff, the event returns in its fourth year on Friday, Feb. 7 at the historic Joy Theater and will feature a headlining performance by Big Freedia.
NFL Game Day Experience: Smirnoff is bringing the high-energy, celebratory spirit of “We Do Game Days” to the official Game Day Experience at Caesars Superdome. Fans can enjoy bayou-style Smirnoff cocktails, game-day face painting and the debut of our official gator mascot, The Smirnoff Tailgator. Step into our lush, gridiron-inspired oasis and join the fun on Sunday from 1:00-4:30 PM.
DraftKings Partnership: As an extension of its season-long partnership with DraftKings, Smirnoff will serve delicious cocktails for all guests 21+ at exclusive weekend events, and will sponsor its Media Row headquarters, where top-tier sports personalities, athletes and pop culture icons will break down all the Big Game buzz.

Stay tuned for more game-changing announcements… because creating the ultimate huddle for fans to come together is exactly how We Do Game Days. Visit Smirnoff.com to learn more and find delicious game day cocktail recipes like the signature NOLA Espresso Martini.

The production of Smirnoff No. 21 – ten times filtered and triple-distilled – ensures the liquid is inherently mixable so adults of legal drinking age across the country can enjoy Smirnoff as part of their favorite cocktails. Smirnoff No. 21 Vodka is available at retailers nationwide in 1.75L, 1L, 750mL, 375mL, 200mL and 50mL bottles and has a 40% ABV with a suggested retail price of $12.99 for a 750mL bottle (price varies by size).

Follow @Smirnoff on Instagram for more exciting news from the world’s No. 1 vodka. Whether you’re cheering for your team or just enjoying the camaraderie, please remember to always drink Smirnoff responsibly.

About SMIRNOFF
Smirnoff has been giving the people what they want since 1864, revolutionizing drinking culture across generations: from inventing the Mule and reimagining the vodka martini to creating a cultural mainstay that defines the flavored malt beverage category with the launch of Smirnoff Ice, known for flavors since 1999.

Because the brand is dedicated to the people and their evolving taste preferences, Smirnoff has an option for everyone along with a dedicated history of adding fun to any occasion while keeping diversity and inclusion at the forefront. Truly showing the power of socializing when everyone (21+) is invited to celebrate.

The Smirnoff portfolio offers a variety of options for adults across vodka and flavored malt beverages. Current offerings include foundations in Smirnoff No. 21 Vodka and Smirnoff Ice, a line of flavors in North America and ready-to-serve flavored malt beverages including Smirnoff Seltzer and Smirnoff Ice Smash. From culturally relevant limited editions to new innovations and zero sugar offerings, Smirnoff has always been known for quality and affordability, and prides itself on giving the people what they want.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

MEDIA CONTACTS:
Nicole Anastasi / Brooke Smith
DIAGEO
nicole.anastasi@diageo.com
brooke.smith@diageo.com

TAYLOR
Smirnoff@taylorstrategy.com

SOURCE Smirnoff

Vanilla Ice is ice cold in hilarious beer campaign

The 90’s rapper is back to help New Zealanders show up before their beers blow up in this DB Breweries campaign by Special.

If seeing is believing, it looks like the ’90s are making a comeback.

When ‘90s rapper Vanilla Ice popped up in this spot for New Zealand beer Export Ultra, for a second, Ad Nut literally did think we’d all been transported to the bygone era. You know, back when ‘ice, ice baby…’ would swirl in your head ad nauseam. Don’t even try to resist humming along, it’s futile.

But the random reemergence of Vanilla Ice isn’t to launch a new single or unleash a new rap hook that gets stuck in your head for decades, it’s to launch the Export Ultra Cold Call Back Service—a service designed to help New Zealanders show up before their beers blow up. Ad Nut is not making this up.

Apparently, over the last 12 months, more than half of people in New Zealand have accidentally frozen a beer. And Kiwi beer brand Export Ultra launched a service that stops you accidentally exploding your beers in freezers.

Joining the fun is easy for people living in New Zealand: Simply place your beer in the freezer, text ‘ICE ICE’ to 423, and in 34 minutes, you’ll receive a call from Vanilla Ice himself, reminding you to check your beer before it turns into a frosty disaster. The main man even has a rolling series of summer messages planned such as bespoke rhymes for Valentine’s Day (‘Roses are red, violets are blue, ya boi Vanilla Ice got a reminder for you’) and a pledge for Christmas (‘I do my calls like I do my Christmas presents… they always come (w)rapped’).

The campaign TV spot shows Vanilla Ice at his Miami mansion going about his daily activities, where he casually polishes his impressive record collection and tends to his expansive 10-acre garden, all while making calls to residents in New Zealand to remind them to check their beers before they explode in the freezer.

Jonathan McMahon, chief creative officer at Special New Zealand who led strategy, creative ideation and production, said: “We’ve all been there. You put beer in freezer to chill while you chill. But you chill too much, and they chill too much and then… boom. And as Vanilla Ice would agree, that ain’t chill. Luckily the rap legend is now here, all summer long, to personally call every New Zealander who needs a reminder to take their Export Ultra out of the freezer.

“And luckily the Export Ultra team have a great ambition to save beer, a brilliant sense of humour and a strong desire to free up their drinkers so they can enjoy their summers in this wonderful beer garden of ours.”

Vanilla Ice’s Export Ultra Cold Call Back Service will be saving Kiwis’ beers from December 2024 through to February 2025, because a frosty beer is cool, but a frozen beer? Ice-cold heartbreak.

Very unexpected, very random, but very cool. Ad Nut would ordinarily shun a celebrity-fronted ad, but who else could front such a campaign?

CREDITS

Client: DB Breweries

Fraser Shrimpton, Marketing Director DB Breweries

Kate Baars, Senior Marketing Manager DB Breweries

Lauren Parker Condon, Brand Manager, DB Breweries

Jordan Grace, Assistant Brand & Shopper Manager

Annabel Buckley, Trade Marketing Manager

SPECIAL NEW ZEALAND

Tony Bradbourne, Founder, Creative Chairman, CEO NZ

Lisa Fedyszyn, Chief Creative Officer Jonathan McMahon, Chief Creative Officer

Simon Watts, Creative

Rhiana Merota, Art Director

Liz Garneau, Executive Producer

Therese Bielawa, Head of Production

Matt Abraham, Senior Digital Producer

Hamish Kuka, Social Editor

‘Courtney Spillane, Senior Business Manager

Rory Gallery, Partner, Chief Strategy Officer

Josh Taylor-Dadds, Group Strategy Director

Ursula Nichols , Group Strategy & CX Director

Nina Richardson, Strategist

SPECIAL PR

Kelly Grindle, Managing Director

Natasha D’Souza, Group PR Director

Jessica Walker, Senior PR Manager

DENTSU AOTEAROA

Tasmin Bradley, Senior Business Director

Grace McCarthy, Associate Digital Director

Lucciane Surtees, Business Director

Melis Shosanya, Business Manager

Ellie Ritchie, Senior Account Manager (Social)

RAYDAR

Simeon Trew, Account Director

VANILLA ICE aka  Robert Van Winkle  represented by TQ Management Agency

TQ Management Agency: Chuck Quon

TQ Management Agency: Tommy Quon

Foss Films for Vanilla Ice: Jon Foss

PRODUCTION COMPANY: RSA FILMS

Peter Martin, Director

Luke Ricci, President/EP

Jenni Sprunger , EP

Sarah Morrison, Head of Production

Liz Gonzalez, Producer

Beth Henning, Producer

Rafael Herrera, 1st AD

Sean Porter, DOP

Walter Rodriguez, 1st AC

Danny Garcia, DIT

Ana Huber, Prop Master

Eric Moorman, Sound Mixer

Naty Parodi, Key Costume

Juliana Moss, Key Make Up

Caleb Santos, PA

Ro Espinoza, PA:

Kevin Zimmerman, Editor

David Rothbaum, Composer

ONLINE/VFX/COlOUR: HECKLER SYDNEY

Amy Jarman, Heckler Executive Producer

Jamie Watson, Heckler Executive Creative Director

Julian Ford, Flame

Ferg Rotherham, Colourist

RECORDING POWER STATION RECORDING STUDIOS, FLORIDA

Rob Roy, Producer, Mix Engineer, Director

Brennan Fulton, Senior Engineer

Steven Ludwig, Assistant Engineer

SOUND: LIQUID STUDIOS

Andy Morton, Engineer

Tamara O’Neil, Producer

Hip Hop Icon Doug E. Fresh Partners with Bayer to Provide Health Education Through Music

Hip hop legend Doug E. Fresh has partnered with Bayer to encourage Americans to take charge of their heart health and get the necessary tests to identify health risk factors. Fresh uses his foundation Hip Hop Public Health to promote his message through music and educate people about preventative health measures.

Legendary hip hop artist and Original Human Beatbox Doug E. Fresh uses his voice, talents, and extensive network of entertainers to inspire the masses to take charge of their health.

“So many people don’t pay attention to their heart health until it’s too late,” said Doug E., a long-time advocate of the importance of educating the public about preventative health measures, especially for those of Black or African descent. “You think about developing your muscles, your arms, your legs, your back, because you’re looking at all those muscles, but it’s important to spread the message that it’s important to think about cardio, keeping yourself moving, and keeping your heart strong.”

One way he promotes his heart health message is through his foundation Hip Hop Public Health. Along with co-founder Dr. Olajide Williams, neurologist, health behavior change expert, and vice dean of Columbia University’s medical school, the organization developed a new approach to health education using music to teach about taking care of your health. It offers more than 200 free educational materials and programming to teachers, schools, and higher education institutions internationally.

Doug E. Fresh Speaks to Team Bayer in New Jersey

“Hip hop is so powerful. When hip hop says something, in a way that’s fun or engaging, people respond. If we said something about how to eat, how to be healthy, what to ask your doctor or what health tests to get, it’s interactive and exciting, not preachy, and can be life changing.”

– Doug E. Fresh, Legendary hip hop artist and Original Human Beatbox

Many influential artists have offered their talents to Hip Hop Public Health’s mission, including Arianna Grande, Jordan Sparks, Ashanti, and Chuck D. Cheryl “Salt” James, from the duo Salt-N-Pepa, even contributed the track “Let’s Talk About Salt” to the cause.

“It’s all about using that energy, using the platform to help,” Doug E. said. “And I know we’ve definitely helped a lot of people. I’ve seen the difference we’re making, even among my fellow hip hop artists – they’re changing their diets, exercising, doing things that might give them a better quality of life. And that’s the goal.”

A powerful partnership

Doug E. recently partnered with Bayer to advance his message of getting people to take charge of their heart health, especially Americans of Black or African descent, among whom heart disease is more prominent. Together, they are encouraging Americans to get the tests needed to identify health risk factors, such as the Aspirin Heart Health Assessment tool that is available free via www.checkyourheartrisks.com. The assessment allows you to learn about your personal heart health risk factors that can better inform conversations you have with your healthcare provider.

“When we got together with Team Bayer, there was a real natural kind of chemistry,” Doug E. said. “I know that together, we can help communities and give them valuable health information that can change lives.”

How Rick Ross Became The ‘Biggest Boss’ In Business As Owner Of Nearly 30 Wingstop Locations

Photo Credit: Aaron Davidson

Rick Ross is a multi-faceted boss.

Over the years, the rapper-turned-businessman has been making lucrative moves across real estate, cannabis, restaurants, health care and more, as previously shared by AFROTECH.

The biggest boss himself is pulling up to AFROTECH Conference 2023, held from Nov. 1-5, as the headliner of the music stage in Austin, TX.

“Being the headliner at AFROTECH Conference Music is more than just a performance to me,” Rick Ross told AFROTECH. “It’s an opportunity to inspire the next generation of hustlers, creators, and innovators. It’s a chance to showcase the power of hard work, dedication, and staying true to your dreams.”

Fellow artists include DJ Hunny Bee, DJ Spin, and Soulection.

To learn more about how to attend Rick Ross’ performance at AFROTECH Music and snag your ticket to AFROTECH Conference 2023, click here.

One of Rick Ross’ numerous endeavors has been purchasing Wingstop franchises, which he has been doing since 2011. Rick Ross’ first Wingstop franchise was opened in Memphis, TN.

“After tasting Wingstop’s signature Lemon Pepper-flavored wings in Miami, I knew this was a franchise I wanted to add to my investments,” Rick Ross explained in a press statement.

“It’s time for us to make it happen in Memphis,” he said, per QSR Magazine. “With Wingstop, we are bringing in the food I like and adding jobs to the community. It’s a double win.”

After over a decade of securing locations of the popular American international chain, Rick Ross has nearly 30 of them under his belt, according to Mobile Cuisine. The venture has proven lucrative for him as it’s reported that the stores’ generated sales make him $200,000 annually, as AFROTECH previously reported.

Rick Ross has also made his ownership of Wingstop locations into the start of a family legacy. In 2021, he bought a Wingstop franchise and gifted it to his son, William L. Roberts III, for his 16th birthday.

Rick Ross’ entrepreneurship is now being taught. As AFROTECH has shared with you, a fall semester course is offered at Georgia State’s College of Law.

“When I began my research on Ross, I realized early on that my students would learn about a businessman who turned his love of music into an empire that includes massive real estate holdings, food and beverage franchises, investments in the car and bike industry, literary works and corporate equity ownership,” Professor Mo Ivory, director of the college’s Entertainment, Sports & Media Law Initiative, said according to Fox 5 Atlanta, GA.

Hip-Hop Legend Doug E. Fresh Drops a Beat to Support Redesign of McCormick® Herbs & Spices

An Exclusive Song by “The World’s Greatest Entertainer, The Original Human Beatbox,” Doug E. Fresh is Celebrating the Brand’s First Bottle Redesign in Nearly 40 Years and the 50th Anniversary of Hip-Hop

HUNT VALLEY, Md., Aug. 22, 2023 /PRNewswire/ — Hip-Hop icon and beatboxing pioneer Doug E. Fresh and the McCormick® brand today released an original song and accompanying music video to celebrate two milestones – the brand’s first bottle redesign in nearly 40 years and the 50th anniversary of hip-hop. A Hip-Hop Hall of Fame inductee and BET Hip-Hop Awards Icon honoree, Fresh delivers an original song featuring bold, sizzling beats in the kitchen, the pop of the new SnapTight™ lid snapping, along with lyrics to savor.

“I’m back in the kitchen, cooking up some hot new sounds to introduce McCormick’s new red caps, which are designed to keep flavor fresh, like me,” said hip-hop legend Doug E. Fresh. “I’ve used McCormick seasonings for as long as I can remember and I’m excited to collaborate with the brand to add some of my flavor using their iconic herbs and spices. Music and cooking are two of my biggest passions and this partnership allows me to explore both while having some fun.”

In addition to releasing the new song, Fresh will be leading a one-of-a-kind cooking class for local New York consumers on the early evening of Thursday, September 14, 2023. Selected guests will have the opportunity to taste the fresh flavor of McCormick® seasonings and cook alongside a musical icon, before enjoying their finished dishes. To enter the official sweepstakes to attend the free cooking class, click HERE and view official rules HERE. The sweepstakes opens today and ends on Thursday, August 31, 2023 at 11:59 p.m. with limited spots available through a random draw.

Fresh will be sharing his savory version of Spiced Cod with Mashed Plantains, and leading class participants through the recipe. The dish is a medley of mashed plantains with a touch of coconut milk to complement the cod fillets, which are rubbed with a blend of garlic powder, thyme, crushed red pepper, and more. The fish is then seared to perfection to form a gorgeous, bold crust.

“It’s a privilege to be partnering with such a cultural pioneer, during this milestone year for the hip-hop community,” said Giovanna DiLegge, Vice President Marketing, NA Consumer at McCormick. “An innovator in the studio and in the kitchen, we watched as Doug E. Fresh transformed into Doug E. Chef for his popular cooking videos on Instagram and are excited to deliver his mouth-watering recipe and original sounds for our own landmark year.”

Earlier this year, for the first time in almost 40 years, McCormick launched a brand-new design of its core red cap-branded products. The new bottles are now available nationwide on retail shelves and feature an easy-to-find best by date and the new proprietary SnapTight™ lids that audibly seal for long lasting fresh flavor of the most essential herbs and spices, such as cinnamon, garlic powder, paprika, parsley, and crushed red pepper.

Media: Music lovers and flavor fanatics alike can watch Doug E. Fresh’s music video HERE. To download high-resolution images of Doug E. Fresh’s recipe and of him cooking, and the redesigned bottles, please click HERE.

About McCormick
McCormick & Company, Incorporated is a global leader in flavor. With over $6 billion in annual sales across 170 countries and territories, we manufacture, market and distribute spices, seasoning mixes, condiments and other flavorful products to the entire food industry including e-commerce channels, grocery, food manufacturers and foodservice businesses. Our most popular brands include McCormick, French’s, Frank’s RedHot, Stubb’s, OLD BAY, Lawry’s, Zatarain’s, Ducros, Vahiné, Cholula, Schwartz, Kamis, DaQiao, Club House, Aeroplane and Gourmet Garden. Every day, no matter where or what you eat or drink, you can enjoy food flavored by McCormick.

Founded in 1889 and headquartered in Hunt Valley, Maryland USA, McCormick is guided by our principles and committed to our Purpose – To Stand Together for the Future of Flavor. McCormick envisions A World United by Flavor where healthy, sustainable, and delicious go hand in hand. To learn more, visit www.mccormickcorporation.com or follow McCormick & Company on Twitter, Instagram and LinkedIn.

Contacts
Margaret Nam
McCormick & Company
Margaret_Nam@McCormick.com

Sunshine Sachs Morgan & Lylis
spices@ssmandl.com

SOURCE McCormick & Company, Inc.

Drake, Nas, Biggie, Rakim Lyrics to Appear On Sprite Cans

Sprite has launched a new range of limited-edition soda cans emblazoned with inspirational lyrics by Drake, Nas, The Notorious B.I.G., and Rakim. The 16 can designs comprise the inaugural “Obey Your Verse” Lyrical Collection, which will run through summer. Artists were picked “based on their reputation for being true to themselves through their music and advancing the culture,” a press release says.

In the press release, Nas, a longtime partner of Sprite, says: “Legacy means everything to me. When I wrote these lyrics, I never imagined my fans would someday have the opportunity to enjoy a can of Sprite and experience my art in a totally original way.”

Lyrics will appear on individual cans as well as 20-ounce bottles and multipacks. See a table of the featured lyrics below:

Baby Got Snacks! Chex Mix Collaborates with Hip-Hop Legend Sir Mix-A-Lot to Bring Back the Iconic Bagel Chip

Sir Mix-A-Lot remixes his ‘90s hit to celebrate the return of the fan-favorite Chex Mix piece

Fans asked, Chex Mix^TManswered—with a little help from hip-hop legend Sir Mix-A-Lot. After years of calls, petitions, and social media pleas, Chex Mix is bringing the beloved bagel chip back to Traditional Chex Mix. To remix the classic in a way only Sir Mix-A-Lot and Chex Mix can, the mix master is releasing a remix of his hit “Baby Got Back” for the first time in the song’s 30-year history.

The duo teamed up to create a snack-inspired remix and corresponding music video, aptly titled “Bagel is Back.”

“You can’t name a better duo than Chex Mix and Sir Mix-A-Lot. But something was missing, we needed another hit in the membership, and knew we had to bring back the bagel chip—with a remix,” said Sir Mix-A-Lot. “Chex Mix has always been a go-to snack for me, so I’m excited to collaborate on a remix to celebrate the return of this iconic piece.”

Bagel chip makes its highly anticipated return to Chex Mix original recipe, joining corn and wheat Chex, pretzels, rye chips and mini breadsticks, all combined with a unique seasoning blend for a one-of-a-kind snack.

“Chex Mix fans have been calling for the return of the bagel chip for years and we knew when the time came that we needed to bring it back in a big way,” said Stephanie Lensing, Brand Experience Manager for Chex Mix. “We’re thrilled to be partnering with mix master, Sir Mix-A-Lot, to not only bring back the bagel chip but to also drop a remix to his legendary song in its honor.”

Inspired by the classic video with some Chex Mix twists, the song was brought to life in a music video led by award-winning director DAPS and features nostalgia enthusiast and content creator, Chrissy Allen. Fans can catch the “Bagel is Back” song and video by visiting chexmix.com and YouTube.

Chex Mix is available at retailers nationwide for an MSRP of $3.99. To explore all the offerings and to learn more, visit chexmix.com and follow @ChexMix on TikTok, Facebook, Twitter and Instagram.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and standing for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2022 net sales of U.S. $19.0 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1.1 billion.

Inside Vanilla Ice’s New Spiked Energy Drink

TORONTO, ONTARIO – JUNE 23: Vanilla Ice attends the Joyburst Summer Launch Party at Rebel Nightclub on June 23, 2022 in Toronto, Ontario. (Photo by Ryan Emberley/Getty Images for Joyburst). Getty Images for Joyburst

George Clooney has Casamigos. Diddy has Ciroc. Angelina Jolie as a rosé brand and now, Vanilla Ice has solidified his beverage legacy: a spiked and no-proof energy drinks.

The flavor? Well, I don’t need to tell you: it’s vanilla ice.

The “Ice, Ice, Baby” rapper, whose real name is Robert Van Winkle, launched the product in partnership with Canadian energy drink brand Joyburst. In addition to Vanilla Ice’s namesake flavor, the naturally-caffeinated, plant-based energy drinks are also available in elderberry, frosé, grape, lime and peach treatments.

“I like creative control,” Van Winkle told me during the Toronto launch. “I want to let the juices flow during projects. Joyburst allowed me to come into this project and design the can, the flavor — everything.”

Every part of the brand, from the tune to the label, leans heavily into 90’s nostalgia. (Apt, considering Van Winkle was one of the kings of the decade). Cans are glowing blue with neon pink graffiti announcing the flavors, drinks are neon-hued, and the namesake single accompanying the launch finds Van Winkle and Joyburst CEO Brad Woodgate shoot hoops in front of lava lamps and cruise in a 90’s mustang, all while wearing shimmering silver sweatsuits.

I bring the good vibes when I do my joy walk, the song buzzes. “It has the perfect amount of catchiness,” says Van Winkle. “We’ve been going around just singing it because it really gets stuck in your head.”

Van Winkle and Woodgate channel heavy 90’s nostalgia with the launch of Joyburst’s new Vanilla Ice flavor. (Photo by Ryan Emberley/Getty Images for Joyburst) Getty Images for Joyburst

“I wanted to make the product feel like the 90’s in a can,” said Van Winkle. “I want drinkers to relive the era! I want to give people a little pep in their step, get out their front door, live their life and be successful because we all need a little energy to tackle things.”

“The brand is called Joyburst for a reason,” Woodgate continues. “We want you to experience that nostalgia.”

The partnership was born when Woodgate’s team tossed around potential names for future collaborations. “When it came to creating a campaign, I thought: who was someone I would really vibe with?” explains Woodgate. “We tossed out a few names, then one of my team members mentioned Van Winkle. Are you kidding me? I am a huge fan of Vanilla. I’m 44, so I was there when he brought hip hop into the mainstream for us. ‘Ice, Ice Baby’ is an anthem.”

“When we met,” he continues, “I wanted to see if we got along, because he wouldn’t be just a brand ambassador – his name is on the product! I went to his house, and we just developed a friendship from there.”

Vanilla Ice recording his new track ‘Joyburst’ to promote the 90s icon’s energy drink. Joyburst

You can tell the two are close. They laugh in step and finish each other’s sentences. “I’m from the business world, so walking the red carpet and performing in front of people,” describes Woodgate. “Rob has made it so comfortable and easy.”

Van Winkle immediately turned to Woodgate: “You’ve got a great energy about you, and it’s very inspiring. You have that energy, that push, and that drive, and a lot of characteristics that I see in myself. We need those qualities to sprinkle that fairy dust on whatever we’re doing. I appreciate this opportunity and the freedom to create this product the way we want.”

Joyburst is based in Toronto, Canada and is a sister brand of No Sugar Company, a brand focusing on sans-sugar energy bars and snacks.

While the celebrity drink space is saturated — the number of actor-backed rum brands and model-slung roses surpasses 80 – Joyburst is jovial, capturing both Woodgate and Van Winkle’s love of nostalgia.

“Projects like these are all corporate until you meet the people and you gel and become real friends,” says Ice. “All of a sudden, it becomes fun. We’re going to set the world on fire with this fun. It’s an all-day, party seltzer. We give you that energy drink to get you through the day and get your work done, and the party seltzer for the night.”

Famous Bobs—and Robs—Answer a Furniture Retailer’s Urgent Call in New Ad

Vanilla Ice, Rob Schneider and even a Bob Ross plant rush to help Bob’s Furniture

Bob’s Discount Furniture, one of the largest and fastest growing omni-channel furniture retailers in the country, today announced a lively, new national brand campaign, “Assemble the Bobs,” to celebrate the company’s growth and entry into new markets. The campaign includes Bob’s iconic Little Bob and Puppet Bob, as well notable celebrities and influencers including Rob Schneider, Rob Van Winkle (“Vanilla Ice”), WWE Superstar Bobby Lashley, a likeness of artist Bob Ross, Roberto Hernandez, and of course the company’s founder, Bob Kaufman.

Launching on January 24th, “Assemble the Bobs” will engage consumers across TV, radio, digital, and in-store channels. Among the unexpected “Bobs” celebrities assembling for the campaign are:

Rob Schneider, movie star and veteran of Saturday Night Live.
Rob Van Winkle (aka Vanilla Ice), American rapper, actor, and television host with 9 Seasons of “The Vanilla Ice Project”. He is best-known for his Billboard Charts top hit “Ice Ice Baby’ and has sold more than 25 million albums worldwide. Vanilla Ice is in constant demand for corporate events and tours extensively with the “I Love 90s” concert package.
“The All Mighty” Bobby Lashley, WWE Superstar, WWE Champion, three-time wrestling national champion and four-time wrestling All-American.
A likeness of artist and creator of The Joy of Painting, Bob Ross.
Roberto Hernandez, Cuban model, actor, and backstage host of Falling in Love.
One of the most iconic Bobs – Bob’s Founder Bob Kaufman – will make a special appearance in the company’s ads around President’s Day.
As part of the campaign, the company will reveal how the public can become honorary Bobs too.

“After 30 years in business and with 150 Bob’s coast-to-coast and counting, it was only a matter of time before we needed to call in more Bobs,” said Steve Nesle, Chief Brand Officer of Bob’s Discount Furniture. “Stylish, affordable furniture in every home in America – who wouldn’t want to answer that call?”

The campaign includes 30 and 60 second spots and invites Bobs from all over to join the company, letting consumers know where they can find stylish and quality furniture at affordable prices. The campaign will be included in programming such as This is Us (NBC), Chicago Fire (NBC), I Can See Your Voice (FOX) and the Olympics (NBC/Peacock).

In addition to television and radio, the “Assemble the Bobs” campaign introduces an amplification of previous marketing efforts through engagement in media platforms such as Twitch and YouTube (via a YouTube takeover on January 27th), as well as partnerships with Univision and Telemundo. Andres Cantor, well known for his narration of soccer matches and his prolonged shouting of “Goal!” will also be assembling with Bobs through Univision and Telemundo.

The campaign was co-produced by the Bob’s internal marketing team, LB & Co., and leading creative shop Arnold Worldwide. “We value opportunities where we can really work hand-in-hand with our clients,” said George Sargent, CEO of Arnold. “We partnered closely with the Bob’s internal team, as well as Havas Media to bring this milestone campaign to life. The Havas Village model allows us to truly work as an integrated team with both agency partners and clients alike, and we’re very proud of that.”

Unique among furniture and other retailers, Bob’s has maintained a full-service internal advertising and production department since its founding, and today benefits from the efficiency of a fully equipped editing, print and production studio at its headquarters in Manchester, Connecticut. The studio includes a fabrication shop where Little Bob and Puppet Bob are made along with other props. Havas Media Boston planned and bought media for the campaign.

Please visit the following links to view the creative:

About Bob’s Discount Furniture

Founded in 1991, Bob’s Discount Furniture is one of the fastest growing furniture retailers in the country. Keeping true to its founding principle that everyone deserves quality furniture, Bob’s provides unsurpassed value with honesty and integrity. Through all the work that happens behind the scenes, Bob’s engineers this value, offering its discount on a wide variety of stylish, quality furnishings, mattresses, and home accents.

With 150 furniture stores across 23 states, the Manchester, Connecticut-based company has become the 10th-largest U.S. furniture chain. In 2021, MyBobs.com was named one of “America’s Best Trending Online Shops” by Newsweek, and for the second year in a row has been recognized as a leader in sustainability by both the Sustainable Furnishings Council (SFC) and the National Wildfire Federation (NWF). The company also offers a unique and enjoyable shopping experience, featuring cafes in each store with complimentary gourmet coffee, ice cream, cookies, and candy.

Bob’s is committed to supporting local communities through a variety of charitable giving efforts. Bob’s Discount Furniture Charitable Foundation has anchored the company’s philanthropic work for more than 20 years. Additionally, the Bob’s Outreach program was created as a separate entity to help schools and children-related charities. In total, Bob’s and its Foundation donate more than $2.75 million to charities through these programs each year. For more information on Bob’s charitable programs, visit Bob’s Cares, and follow Bob’s on Twitter @MyBobs, on Facebook, and Instagram.

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