The Week in Consumer Packaged Goods: July 12, 2024 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.

In recognition of National Pickle Month, Kraft Heinz-owned pickle brand Claussen and the Baked by Melissa dessert company just announced the release of a unique collaboration: pickle mini-cupcakes, Food & Wine’s Marnie Shure reports. The Claussen x Baked by Melissa Pickle Cupcake offers a “pickle-infused” cake with pickle buttercream icing, topped with red and white sprinkles. The limited-time product is available in packs of six at Baked by Melissa locations or online in a 25-pack (for $37).

See also: “Malibu and Oatly create Piña Oatlada” (The Spirits Business)

St-Germain Elderflower Liqueur just launched a new campaign starring “Game of Thrones” actress Sophie Turner, in which she “searches for her ‘perfect match’ in the South of France” (i.e., the St-Germain Hugo Spritz), per a brand statement. Through the “Spritz Up Your Summer” campaign, the brand is highlighting the qualities of its signature cocktail (made with St-Germain Elderflower Liqueur, prosecco and soda water, and garnished with a mint sprig and lime wedge). Through a limited-time (July 17-21) pop-up Spritz Counter installation — “a fresh take on the quintessential spritz counters of yore” — at iconic New York City department store Bergdorf Goodman, guests can sample the St-Germain Hugo Spritz, which has gained in popularity over the last few years thanks to social media buzz.

Previously: “Tequila brand Pantalones launches first campaign featuring pants-free Matthew and Camila McConaughey,” from the May 3 edition of this column.

ZOA Energy, an energy drink company co-founded by Dwayne “The Rock” Johnson, just launched a promotion it’s calling “The Backyard Games sponsored by ZOA,” designed to encourage fans — or ZOA Warriors, as the brand calls them — “to bring the hype of the competition to their very own backyards, infusing their favorite outdoor activities with major ‘Big Dwayne Energy,’” per a brand statement. (The promotion follows the launch, earlier this year, of a new brand campaign highlighting ZOA’s “BDE,” or “Big Dwayne Energy.”) ZOA is challenging consumers to post their “backyard battles” to social media using the hashtag #ZOABackyardGames, as well as inviting them to share their tips on mastering games such as cornhole and wheelbarrow races.

Mondelēz just announced a collaboration between its Sour Patch Kids brand and Snapple to bring some of the Keurig Dr Pepper-owned beverage brand’s most popular flavors to consumers in candy form. The limited-time Sour Patch Kids Snapple fruit-flavored mix is now available at major retailers nationwide in three Snapple flavors: Mango Madness, Kiwi Strawberry and Fruit Punch. To promote the partnership, the brands are launching a virtual trivia game on TikTok. Through a “Fact or Kid” branded effect on TikTok, consumers can test their wits to determine whether a given statement is a “Snapple Real Fact” or nonsense spouted by “Sour Patch Kids just ‘kid-ing’ around,” per a brand statement. Throughout August, fans following @therealsourpatchkids who answer at least three out of five questions correctly can enter to win $1,000.

CPG trends:

• “Gen Z heat seekers leading hot sauce boom” (Food Dive)
• ICYMI: “Gen Z wants flavorful drinks. Here’s how Big Beer is trying to attract them” (CNN Business)
• ICYMI: “Higher costs aren’t deterring beef shoppers” (Supermarket News)

CPG launches and collabs:

• “Fritos Is Dropping the Perfect Snack for You to Eat While Watching ‘Twisters’” (Food & Wine)
• “Sally Hansen expands the Salon Effects franchise with new nail strips” (Drug Store News)
• “Chobani introduces shelf-stable low-fat dairy milk for a cause” (Food Dive)
• “Jelly Belly, Wilder Team Up for BeanBoozled Taste the Truth Game” (License Global)
• “Chip City Cookies partners with Eggo on new flavor” (Bake Magazine)
• “Nutella Is Releasing a New Version of Its Beloved Spread — Minus One Ingredient” (Food & Wine)
• ICYMI: “Cup Noodles wants to rethink the way you eat ramen with new s’mores flavor” (CNN Business)
• ICYMI: “This New Limited-Edition Sauce From Heinz Has 14 Sauces in One” (Food & Wine)
• ICYMI: “5-Hour Energy Releases BBQ Sauce With Different Kind Of Kick” (MediaPost)
• ICYMI: “Burt’s Bees teams with Amazon Ads for ‘Screencare’ product sets” (Marketing Dive)
• ICYMI: “Ghost and Oreo partner to unveil new mint-flavoured protein powder” (FoodBev Media)

CPG tech and innovation:

• ICYMI: “E.l.f. tests real-world commerce on Roblox via Walmart tech” (Marketing Dive)
• ICYMI: “Nespresso Awakens New Coffee Discovery Pathways with Online Quiz” (Retail TouchPoints)

CPG campaigns and promotions:

• “Ulta Targets 8-Year-Olds For Self-Care ‘Joy’” (MediaPost)
• “Primal Kitchen partners with Pinterest on multi-city pop-up” (Modern Retail)
• “Nature’s Bounty Unifies Messaging Under ‘It’s In Your Nature’” (MediaPost)
• “Coke’s Summer Olympics campaign celebrates unifying power of hugs” (Marketing Dive)
• ICYMI: “Seagram’s Channels 1970s Vibes For New 7 Crown Whiskey Campaign” (MediaPost)
• ICYMI: “Philadelphia cream cheese spreads original song across streaming, TikTok” (Marketing Dive)
• ICYMI: “Pampers Launches ‘That’s So Baby,’ A 90s Sitcom Series Starring Tisha Campbell And Tristan Wilds, Promoting Diaper Fund” (Essence)
• ICYMI: “Snoop Dogg Gives Martha Stewart ‘10 Out of 10’ for Her Lighter Skills in BIC Ad” (Adweek)