Beverage Partnerships that Poured into 2022

Beverage Partnerships that Poured into 2022


Date: December 13, 2022
Tags: #bridgerton #campari #coors-light #dr-pepper #essentia-water
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From water to tea to beer to soda, check out this curated list of 2022 beverage partnerships that supported movies, household products, streaming releases and more.

PARTNERSHIP BORN AT THE L.A. OFFICE: Campari Group’s SKYY Vodka Collaborated with Universal Pictures as Official Spirit of Jordan Peele’s NOPE

SKYY Vodka, Universal Pictures and Jordan Peele’s Monkeypaw Productions partnered to make SKYY Vodka the official spirit of Jordan Peele’s NOPE.

Beverage Partnerships - Campari Groups SKYY Vodka and Universal Pictures NOPE

Program Specifics:

They joined forces on a co-branded, on- and off-premise nationwide campaign that includes out-of-home, social media, sweepstakes, and experiential activations running through August 16, 2022.

As well as retail displays revealing the film’s ominous iconography was installed across the U.S., highlighting a SKYY sweepstakes where fans can text SKYYFRESH to 24272 for a chance to win tickets to see Nope in theaters.

SKYY, Universal and Monkeypaw also partnered with participating movie theater chains across the nation to bring a full consumer experience through a menu of signature NOPE x SKYY cocktails.  Fans at home could also mix up the official Nope x SKYY cocktail, the Cos-NOPE-olitan in preparation for the film to hit theaters. Created as an unexpected twist on the classic Cosmopolitan, the Cos-NOPE-olitan is complete with Grand Marnier Cordon Rouge, a cotton candy cloud and garnished with gold flakes. 

CATEGORY
Beverage Partnerships

PROMOTIONAL ELEMENTS
Branded Content, Contest/Sweepstakes, Event/Activation/Experiential, In-Store/Retail

MEDIA ELEMENTS
Mobile, Online, Signage, Social Media, TV Spot

TARGET
Adults, Male, Female

Essentia Water Teamed Up with House Wine for a 2-for-1 Boxed Beverage

Essentia Water teamed up with the boxed wine brand House Wine to sell a box that combines water and wine.

Essentia Water and House Wine

Program Specifics:

The resulting Essentia Water & Wine box manages to stash both red and white wine along with 32 glasses of water in a single box. 

The front of the box has two spouts. The left one provides access to two gallons of Essentia’s Overachieving H20 water. The right one offers the equivalent of four bottles of House Wine’s Sauvignon Blanc. Prefer red? A third spout can be popped out the side providing access to another an equal amount of House Wine’s Original Red Blend. (Yes, in total, the box has the equivalent of eight bottles of wine.)

Limited quantities of the boxes were released on Wednesday, November 9 exclusively at OriginalHouseWine.com/Essentia for $45.99 while supplies lasted. Interested drinkers of wine and water could sign up on the website to be alerted as soon as it went on sale.

CATEGORY
Beverage Partnerships

PROMOTIONAL ELEMENTS
In-Store/Retail, Licensed Product, On Pack, Product Bundle

MEDIA ELEMENTS
Micro site, Online, Social Media

TARGET
Adults, Adults 18-24, Adults 25-34, Adults 35-44, Adults 45-54, Adults 55+, Female, Male

Dr. Pepper, Fandango and Universal Pictures Partnered for a Promotion Featuring Limited-Edition JURASSIC WORLD DOMINION Themed Soda Cans and Free Movie Tickets

Dr. Pepper, Fandango, and Universal Pictures partnered for a promotion celebrating the release JURASSIC WORLD DOMINION. The partnership consisted of Dr. Pepper launching a JURASSIC WORLD DOMINION themed limited edition soda.

Dr. Pepper, Fandango, Universal Pictures and JURASSIC WORLD DOMINION
Dr. Pepper, Fandango, Universal Pictures and JURASSIC WORLD DOMINION

Program Specifics:

Dr. Pepper Perks Rewards Program offered select redemption offers (VUDU Credit, Fandango Movie Ticket, T-Shirt & More) when you purchased/scanned your receipt to earn points for redemption listed below.

How it Works:

  • Sign-up/login to Dr. Pepper Perks Rewards Loyalty Program for Free
  • Scan your receipts: Buy any Dr. Pepper product, then scan your receipt and upload it
  • Collect points: Your points will automatically save to your profile. So, the more Dr. Pepper you drink, the more Pepper Perks are headed your way.
  • Redeem points: Use your points to unlock rewards from the Pepper Perks program

Eligible Redemption Offer(s):

  • Movie Night! Score a VUDU promo code (up to $6 total value) 30 Dr. Pepper Rewards Points
  • Fandango Movie Ticket (up to $13 total value) 60 Dr. Pepper Rewards Points
  • Exclusive JURASSIC WORLD DOMINION T-Shirt (Any Sizes; While Supplies Last) 100 Dr. Pepper Rewards Points
  • JURASSIC WORLD DOMINION Mini Fridge + 6 Cans of Dr. Pepper Dark Berry Drink 200 Dr. Pepper Reward Points

CATEGORY
Beverage Partnerships

PROMOTIONAL ELEMENTS
Collectible, In-Store/Retail, On Pack, Product Bundle

MEDIA ELEMENTS
In-Game/In-App Integration, Micro site, Mobile, Online, Social Media

TARGET
Adults, Family, Female, Male

Coors Light Partnered with Tide Cleaners to Wash Football Fans’ Laundry on Game Day

Coors Light partnered with Tide Cleaners to do football fans’ laundry so they could spend more time at the bar watching college football. 

Coors Light and Tide Cleaners

Program Specifics:

Saturday is college football game day, but unfortunately for fans everywhere, it’s also the most popular day of the week to do laundry and chores. As the beer made to chill, Coors Light believes chores shouldn’t get in the way of game day. That’s why this college football season, Coors Light will keep consumers chores light in a national partnership with Tide Cleaners. 

Starting October 4, 2022, football fans nationwide could enter to win free laundry services from Tide Cleaners, Coors Light merchandise, and Tide product bundles during college football season through November 4. Now, instead of spending an entire Saturday doing laundry, they could chill with an ice-cold Coors Light and watch their favorite college football team.

And, in select markets on October 8, fans could ditch the to-do list and get back to watching college football on Saturday. They could simply drop their laundry at a participating bar in Cincinnati, Denver, and Chicago and it would be sent to a local Tide Cleaners location to be washed, dried, and returned to their doorstep. To find a participating bar or to enter to win laundry services, visit coorslightchoreslight.com.

America’s favorite beer and America’s favorite laundry detergent are an unlikely duo, but the partnership now allows consumers to spend their weekends as they should… chilling.

To explain how the Chores Light program works, Coors Light tapped ESPN’s College GameDay analyst and long-time Coors Light partner, Kirk Herbstreit – because he knows better than anyone that Saturdays are for college football, not chores.

CATEGORY
Beverage Partnerships

PROMOTIONAL ELEMENTS
Branded Content, Contest/Sweepstakes, Stunt

MEDIA ELEMENTS
Online, Social Media

TARGET
Adults, Adults 18-24, Adults 25-34, Adults 35-44, Adults 45-54, Adults 55+, Female, Male

Netflix’s BRIDGERTON Collaborated with Republic of Tea for a Special Blend Tea

Republic of Tea partnered with Netflix’s popular show BRIDGERTON to create a special blend for a BRIDGERTON Tea.

BRIDGERTON and Republic of Tea

Program Specifics:

In the popular Netflix series, many of the residents of the ‘ton love tea (it is de rigueur for sure). In honor of the characters’ love of tea, The Republic of Tea introduced five limited-edition teas, all inspired by the show. Each flavor was named after a character and featured their picture on the tin label:

  • Anthony and Kate Spiced Chai: This tea is a “rich and formidable cup”, filled with many delectable spices such as cinnamon, ginger, cardamom, cloves, and black pepper. It is recommended that this chai be prepared the traditional way: with warm milk and a bit of honey.
  • Duke and Duchess Honey Breakfast Tea: This strong black tea is infused with sweet honey notes, as well as blackberry and vanilla flavors. It was suggested that this tea went best with a spoonful of warm milk.
  • Featherington’s Blood Orange Mimosa Tea: This caffeine-free flavor was a ruby-colored hibiscus tea with essences of champagne and blood orange.
  • Queen’s Cake Vanilla Fruit Tea: A tea fit for a queen! This herbal tea was infused with vanilla, sweet black currants, and lemon.
  • Whistledown Punch Hibiscus Iced Tea: There was no character on this tea tin to keep the identity of Lady Whistledown a secret! This caffeine-free flavor iced tea featured hibiscus blossoms and a blend of citrus and pineapple.
  • Also included in the collection was Bridgerton White Honey for Tea, raw and unfiltered honey that could be stirred into any tea to enhance the flavor.

Individual tea tins were sold at specialty tea shops around the US for a limited time, and tea gift boxes, sets of tea with a mug, and a daily planner could be purchased on the Republic of Tea’s Bridgerton Teas webpage.

CATEGORY
Beverage Partnerships

PROMOTIONAL ELEMENTS
Collectible, In-Store/Retail, Licensed Product, On Pack, Product Bundle

MEDIA ELEMENTS
Micro site, Online, Social Media

TARGET
Adults, Adults 18-24, Adults 25-34, Adults 35-44, Adults 45-54, Adults 55+, Female


In addition to these beverage partnerships, MarketingPartnerships.com has a Partnership Gallery with over 12,000 non-profit, entertainment, and brand partnerships. VIP Members can access these additional promotional programs from the category and many more:

Check back throughout the month of December as we celebrate partnership activities from some of the year’s biggest Film, TV, Music, Gaming, and Non-Profit Organizations!  


MarketingPartnerships.com

If you like the types of partnerships profiled here, MarketingPartnerships.com features over 12,000 partnerships and 2,500 TV spots from past programs. This unique community features galleries dedicated to the people, properties, partnerships, and companies driving the partnership marketing business.

Stay connected to the brand and entertainment marketing community throughout the year! Basic membership on MarktetingPartnerships.com is free to all brand and entertainment marketers and introduces members to over 1,000 promotional opportunities from major entertainment companies, non-profits, and more. In addition to marketing opportunities, Basic Members may access featured research from our Partnerships, Videos, and People Galleries. 

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Posted by: Sasha Villalobos

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