The Week in Consumer Packaged Goods: June 28, 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.

Nestlé Health Science, a global business unit within Nestlé, this week announced the launch of a new online resource designed to provide “support for individuals on their weight management journey, including those using GLP-1 medications,” per a company statement. GLP-1nutrition.com offers nutritional information and insights from experts, a community platform where members can share their experiences and offer support, and access to personalized diet and lifestyle recommendations. The hub also sells a selection of Nestlé products that are broken down by category and focused on specific areas of need for GLP-1 medication users, such as muscle mass and gut health. Aligned with Nestlé’s “Good Food, Good Life” mission, the site follows the debut of a new food line from Nestlé USA called Vital Pursuit, designed with GLP-1 users in mind. (Read more about Vital Pursuit in the May 24 edition of this column.)

See also: “Conagra is Altering its Products in Response to GLP-1 Popularity” (Trend Hunter)

White Claw just announced a partnership with rapper T-Pain “to help ensure no cooler goes empty this Fourth of July weekend,” per a brand statement. Together, they introduced the Claw Cooler, a battery-powered, temperature-controlled cooler equipped with waterproof Bluetooth speakers and sensors that keep track of the supply of White Claw; when it’s running low, the Claw Cooler alerts users by text and prompts them to order more through DoorDash, which is offering free delivery on White Claw products through the July 4th holiday. (T-Pain shows how it works in this YouTube video.) The brand is giving new and existing members of its loyalty program, White Claw Shore Club, the chance to win their own Claw Cooler along with a $1,000 gift card to stock it.

See also: “Topo Chico Hard Seltzer and Airstream Want to Give You a Weekend on ‘Stayman Island’” (Food & Wine)

Heinz and Kate Spade New York just announced the release of a limited-edition capsule collection designed to capture the spirit of each brand — “Heinz’s beloved iconography and unmistakable ketchup red color and Kate Spade New York’s colorful, iconic and joyful styles,” per a Kraft Heinz Company statement. The summer collection includes apparel and accessories ranging from totes and pouches (think 3D ketchup bag) to T-shirts and keychains. Described as “condiment couture” by Megan Lang, Head of Global Heinz Brand Communications and Creativity, Heinz x Kate Spade New York is available at select Kate Spade New York locations and department stores, as well at katespade.com, with prices ranging from $45 to $398.

Previously: “Kraft Heinz brings its iconic ketchup to consumers’ walls with new paint color,” from an earlier edition of this column.

New Belgium Brewing just announced a new campaign from its Voodoo Ranger brand focused on IPA lovers who are tired of the current dating scene. Through its new online destination TallBoysOnly.com — “the #1 dating site for finding the 19.2oz can of your dreams,” per a brand statement — Voodoo Ranger is highlighting the breadth of its tall boy selection. Featuring profiles of each variety, from the brand’s Juice Force imperial IPA to its tropical IPA Tropic Force, TallBoysOnly.com is making “finding a Tall Boy to crush … easier than ever.” The brand is also saving fans from bad dates through its new Bad Date Hotline, which consumers can text and “Voodoo Ranger will call you with an ‘emergency’ phone call and a wild excuse to ditch your date if it’s going south quickly.” To help redeem their night, Voodoo Ranger, in partnership with Cash App, will gift random bad-date escapees $5 to buy themselves a Voodoo Ranger Tall Boy. The brand is also helping fans attract their “IPA BAE” with a limited-edition IPA-scented cologne called Eau De Hops that’s inspired by the flavor notes of its beer; it’s available for $50 at the Voodoo Ranger Vootique.

Previously: “Busch Light partners with dating app Plenty of Fish to promote its limited-release Fishing Cans,” from an earlier edition of this column.

CPG trends:

• “Why craft brands are warming up to decaffeinated coffee” (Modern Retail)

CPG performance:

• “M&M’s among most trusted brands of 2024” (Food Business News)
• “Godiva owner poised to top $1B in US sales with a slimmed-down portfolio” (Food Dive)
• “Prime, Starry Among Top-Selling New Beverage Brands In 2023” (MediaPost)

CPG launches and partnerships:

• “Cheez-It and Hidden Valley Ranch Crackers Are Coming — Here’s How to Get Them First” (Food & Wine)
• “Four Roses Bourbon Buzzes up Barrel-Aged Honey in Partnership With Popular Pizza Oven Maker Ooni” (Bottle Raiders)
• “One Brands’ protein bar rolls out Reese’s, Hershey’s flavors” (Drug Store News)
• “Nestlé introduces sustainably sourced chocolate brand” (Food Dive)
• “Naked Juice Just Tapped Coco Gauff to Be Its New Chief Smoothie Officer” (Food & Wine)

CPG campaigns and promotions:

• “Tide Knows: Olympians Are Messy Eaters, Too” (MediaPost)
• “Absolut Vodka campaigns to ‘Call it a Night’” (The Spirits Business)
• “Kevin Hart Battles ‘Tequila Facialitis’ in Medical Parody Ad for New Reposado Variety” (The Hollywood Reporter)
• “Lindsay Lohan Pushes Tea Breaks In Pure Leaf Campaign” (MediaPost)
• “The Rock’s New Teremana Tequila Campaign Focuses on the Brand’s Key Mission of ‘Bringing People Together and Doing the Right Thing’” (Bottle Raiders)
• “Simone Biles named K18 brand ambassador” (Drug Store News)
• “Pop, Don’t Plop: Alka-Seltzer Launches Fizzy Melts” (MediaPost)
• “Johnsonville looks to juice social media algorithms with positive content” (Marketing Dive)