The Week in Consumer Packaged Goods: March 14, 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.

Hostess just announced a multi-year partnership with sports nutrition brand REDCON1 that will see the Twinkie maker’s iconic snacks transformed into protein shakes for “a unique, indulgent protein experience,” per a brand announcement. The REDCON1 x Hostess collab will include limited-edition and seasonal protein powders and ready-to-drink shakes in flavors inspired by the Hostess brand’s treats (in addition to Twinkies, think Ding Dongs, Donettes, etc.).

Previously:

• “REDCON1 relaunches popular ’80s energy drink Jolt Cola with a twist,” from the Nov. 1, 2024 edition of this column.
• “Hostess partners with DroneUp to deliver more joy this summer via ‘Joy Drops,’” from the June 14, 2024 edition of this column.

More brand collabs:

• “General Mills enters ramen noodles with Old El Paso and Totino’s” (Food Dive)
• “Rita’s Italian Ice launches Skittles flavor and topping for 2025 summer season” (The Business Journals)

Clorox just launched a new brand platform that “reimagines what brings small moments of satisfaction into people’s daily lives,” per a brand announcement. The “Clean Feels Good” platform is based on research Clorox conducted with bioinformatics company Emotiv to determine if cleaning can compete with the positive emotions evoked by activities such as petting puppies, getting a massage or enjoying a favorite beverage. Using electroencephalography (EEG) technology to monitor brain patterns for “good feelings,” Emotiv tested participants to gauge their responses to three household activities — cleaning the toilet, cleaning the sink and wiping off counters — and seven classic “feel-good activities.” Results showed that, for instance, 37% of participants felt better cleaning the toilet than they did petting puppies. “Clean Feels Good” is centered around TV commercials, including this 90-second hero spot, that feature real responses from study participants.

Previously: “Clorox boosts innovation with generative AI,” from the June 14, 2024 edition of The Week in Generative AI.

More brand campaigns:

• “Arm & Hammer taps Meghan Trainor in laundry sheet ad” (Brand Innovators)
• “Flamingo’s ‘Moisture+’ Razor Goes Retro to Disrupt a Stale Category” (MediaPost)
• “Comic Kenan Thompson Lands Jokes (and Clean Dishes) in New Cascade Campaign” (Happi)
• “Modelo salutes everyday fighters” (Brand Innovators)
• “Watch Planters’ ad for Mr. Peanut’s Netflix movie role” (Ad Age)
• “Halo Top Kicks Off First New Ad Campaign Since 2022” (MediaPost)
• “Diet Coke pushes a break from the daily grind in new campaign” (Brand Innovators)
• ICYMI: “Firestone Walker Showcases Trailblazing Women in 805 Brand Campaign” (Muse by Clios)

Captain Morgan just unveiled a new flavor and is partnering with actress Amrit Kaur and comedian Devon Walker to help, well, describe it, per a brand announcement. Combining “sweetness, zesty citrus flavors and notes of subtle chili heat,” Captain Morgan Sweet Chili Lime, with an ABV of 35%, is described by Kaur and Walker as “mouth-blowing.” In a quirky 15-second PSA-style spot, Kaur says that “millions suffer from basic beverages that fail to blow their mouths,” while Walker points to Captain Morgan Sweet Chili Lime as the antidote, with Kaur likening it to “riding a rainbow through an active volcano.” The new offering from the Diageo-owned brand is now rolling out nationwide.

More CPG launches:

• “Mille Bobbie Brown Launches Flavored Lattes at Walmart” (License Global)
• “Claussen’s Pickle Juice Is Now Available in Bottles — No Pickles Required” (Food & Wine)
• “Violife raises the bar on dairy free indulgence with a breakthrough coffee creamer” (Food & Drink Technology)
• “Batch Brewing Company Launches Güt Soda in Modern Packaging” (Trend Hunter)
• “Jolly Rancher launches freeze-dried confectionery line” (FoodBev Media)
• “Capri Sun’s Glow-in-the-Dark Moon Punch Lands in Stores for the Total Lunar Eclipse” (Food & Wine)
• “Benexia introduces chia milk” (Dairy Foods Magazine)
• “Heinz testing dip for potato chips” (Drug Store News)

Female-founded infused tequila brand 21SEEDS just unveiled a card game in partnership with TV host, podcaster and Question Everything creator Danielle Robay. Timed to Women’s History Month, Shot Callers, as the game is called, is “a celebration of women supporting women and calling the shots,” per a brand announcement. The game’s playing cards represent the Diageo-owned brand’s three varieties of infused tequila — Valencia Orange, Cucumber Jalapeño and Grapefruit Hibiscus — with prompts designed to spark conversation and empower “players to be ready to call the shots in every aspect of their lives.” Available at 21SEEDS.com, the 21SEEDS x Question Everything Shot Callers game includes prompts such as “Share your most embarrassing or hilarious dating story” and “What celebrity’s closet would you love to raid?”

Previously: “Bush’s Beans debuts limited-edition card game with Brian Baumgartner,” from the Feb. 7 edition of this column

More brand activations and promotions:

• “Johnnie Walker Is Opening Its Vault to Let You Create Your Own Whisky Blend” (Robb Report)
• “Michelob ULTRA & Atlanta Hawks Elevate Fan Engagement with Exclusive NBA Experience” (DesignRush)

CPG partnerships:

• “Crafthouse RTD Cocktails Now Available On United Airlines” (MediaPost)
• ICYMI: “NWSL lands podcast star Alex Cooper’s Unwell Hydration as sponsor” (Marketing Dive)
• ICYMI: “Liquid Death Makes a Pact to ‘Murder Thirst’ at Philadelphia Eagles’ Home Stadium” (Adweek)