Picks of the Week: April 2, 2018
Account Coordinator, Consulting
PepsiCo Launches Drinkfinity E-Commerce Brand
PepsiCo has launched Drinkfinity in US, UK and Europe, marking the first time it has brought an ecommerce-only brand to the market. Drinkfinity is a healthy drink that comes in form of plastic ‘pods’ that are added directly into water. Consumers will be able to purchase the pods, along with a reusable bottle described as a ‘vessel’, on the Drinkfinity.com website. Drinkfinity is also making a concerted effort to driving sustainability by partnering with TerraCycle to recycle all unused pods. Drinkfinity will also donate $1 USD to Water.org for every purchase made in the US. With the new product development, PepsiCo has created a brand that offers greater choice and customization allowing more interaction with the brand from consumers, increased configurstion and more flexibility.
HQ Partners with Warner Brothers and Nike
HQ Trivia has landed it’s first two major sponsors: Warner Bros. and Nike. The app-based trivia game will utilize the partnerships during its bi-daily games to offer unique prizes and bigger winnings to its large audience. For Nike, the partnership was utilized during its world-renowned Air Max Day on March 26th. A surprise game was held in celebration of the day to which Nike offered a $100,000 winner’s pot along with special edition colour way of the Air Max 270 that features a white upper, indigo blue heel, and the HQ logo on the heel-tab of the shoe. Warner Bros. began activations on their partnership with HQ Trivia on Wednesday night (March 28th) promoting the first of three movies – Ready Player One. The overall deal with Warner Bros. is worth $3 million, and will begin by offering the largest pot ever seen on the app with a jackpot of $250,000 on Wednesday’s sponsored game.