The Week in Consumer Packaged Goods: January 10, 2025 edition

Welcome to The Week in Consumer Packaged Goods, a weekly roundup for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.

Tide just announced that it’s teamed up with Marvel Studios on a new campaign called “Collateral Stains” tied to the upcoming release of “Captain America: Brave New World,” in theaters Feb. 14. The campaign centers around citizens in the Marvel Cinematic Universe who encounter stains “that occur by virtue of being courtside to action-packed superhero moments,” and then use Tide Oxi Boost Power Pods help them get the “most powerful clean,” per a brand announcement. To promote the campaign’s launch, the P&G brand is hosting an immersive (and apparently messy) “Collateral Stains Screening” on Feb. 13 in Brooklyn, where select fans will get to watch “Captain America: Brave New World” while “experiencing collateral stains as if they were on the periphery of the action.” Fans can enter for their chance to attend by commenting on one of Tide’s campaign-related Instagram posts using the hashtag #TideSweeps.

More CPG campaigns and partnerships:

• “Heineken 0.0 looks to destigmatize abstaining from alcohol” (Marketing Dive)
• “Nasoya Launched its ‘Power of 9 Campaign’” (Trend Hunter)
• “Tanqueray London Gin Launches ‘Classic Or Nothing’ Campaign” (MediaPost)
• “Kodiak, Zac Efron launch limited-edition oatmeal” (Food Business News)
• “Dove Men+Care Partners with Former NFL Star Marshawn Lynch to Promote New Whole Body Deodorant Spray Scents” (Happi)

With the “biggest snacking day of the year” (Super Bowl Sunday) fast approaching, Frito-Lay just launched a competition that challenges fans to “stop a countdown clock at exactly 5.90 seconds” in a nod to Super Bowl LIX (i.e., 59), Brand Innovators’ Aaron Baar reports. Now through Jan. 27, fans can scan a QR code on select Frito-Lay snacks — including Cheetos, Doritos and Lay’s— or go directly to TasteOfSuperBowl.com to try their hand for the chance to enter to win the opportunity to launch the confetti at Super Bowl LIX in New Orleans on Feb. 9. Frito-Lay has partnered with former NFL running back Reggie Bush to “provide tips about using agility, precision and speed to stop the clock at just the right moment,” Baar writes.

More brand activations and promotions:

• “Purina seeks chief snuggle officers: Puppies, kittens could earn $25,000” (PetfoodIndustry)
• “Planters accepting applications for Iconic NUTMobile team” (ABC27)
• “Doritos Reveals Its 25 ‘Crash the Super Bowl’ Semifinalists” (RetailWire)
• “Mug Root Beer tests fans’ DNA to see who’s ‘got that dawg’ in them” (Marketing Dive)

Nescafé just announced Nescafé Espresso Concentrate, a liquid concentrate designed to enable “coffee lovers to create custom iced espresso beverages at home” — just add ice and milk (or water). Made with 100% Arabica beans, it comes in 300 mL bottles (good for approximately 20 servings of espresso) in two varieties: black and sweet vanilla. The $9.49 (MSRP) product starts hitting retailers nationwide in February.

More CPG product launches:

• “New Red Bull Zero Delivers Bold Flavor and Zero Sugar” (Trend Hunter)
• “CHIPS AHOY! introduces new innovation – and it’s not a cookie” (Bake Magazine)
• “Magic Spoon Launches Protein Granola” (Food Manufacturing)
• “Mother’s Cookies launches ‘Jurassic World’-inspired cookies” (Baking Business)
• “Daily Harvest Launches Protein Smoothies” (Food Manufacturing)
• “Halo Top to offer ice cream mix-ins for the first time” (Dairy Foods Magazine)

Manly Man Co. just unveiled what it’s calling “the ultimate Valentine’s Day gift for men”: Meathearts Version 6.0. Known for its comical Valentine’s Day gifts for men, such as the Beef Jerky Flower Bouquet, Manly Man’s latest offering features a jerky in newly designed heart-shaped packaging, with sayings such as “Beef Mine” laser-etched on each piece. Meathearts Version 6.0 is available at Manlymanco.com starting at $27.50.

More Valentine’s Day product launches:

• “M&M’s Is Releasing a New, Loved-up Flavor for Valentine’s Day” (Food & Wine)
• “GODIVA Unveiled its Romantic ‘2025 Valentine’s Day Collection’” (Trend Hunter)

Sauce brand Ragú just announced the launch of a limited-edition collaboration with “Hot Ones,” the hit YouTube series where host Sean Evans interviews celebrities while they attempt to consume rounds of hot wings. Blending “the classic comfort of delicious, top-quality Italian sauces with the heat of Hot Ones fan-favorite hot sauces,” the Ragú x Hot Ones Limited Edition Heat Pack features three 14-ounce jars of sauce, with each flavor — Fiery Garlic, Chipotle Blaze and Chile Inferno — progressively hotter than the last, per a brand announcement. The collection is available for a limited time for $9.99 at Amazon.com and Kroger’s family of retailers, including Fry’s and Fred Meyer.

More notable brand collabs:

• “WhistlePig & Alice Cooper Introduce a Non-Alcoholic Drink” (Trend Hunter)
• “M&M’S, Goose Creek Launch Fragrance Collection” (License Global)
• “Chicken of the Sea, McCormick Launch New Tuna Packets” (Food Manufacturing)
• “International Delight and Netflix partner on Love is Blind-inspired creamers and iced coffee” (FoodBev Media)
• “Saint James teams up with Warner Bros for The White Lotus-inspired iced tea launch” (Refreshment Magazine)
• “HelloFresh X Poppi Mocktail Kits Offer a Fresh Twist for Dry January” (Trend Hunter)