PROMO PARADE
INDUSTRY PROMOTIONS & EVENTS
Ja Morant, Mookie Betts, Skylar Diggins-Smith and Kyler Murray Star in First-Ever National Television Ad Campaign for BODYARMOR EDGE BODYARMOR EDGE has announced the launch of its firstever national television ad campaign, “EDGE vs. EVERYBODY.” The campaign features star athlete partners Ja Morant, Mookie Betts, Skylar Diggins-Smith, and Kyler Murray in larger-than-life, animated action, as they take on the literal embodiments of their toughest adversaries thanks to the added boost of hydration and caffeine found in BODYARMOR EDGE. Designed to deliver the latest in active hydration and sports nutrition, BODYARMOR EDGE combines the premium qualities of BODYARMOR Sports Drink with natural caffeine to give consumers an added boost. Developed with the same coconut water-based formula as BODYARMOR Sports Drink, BODYARMOR EDGE provides more than 1,000mg of electrolytes, plus 100mg of natural caffeine. “The constant drive to be better, outwork the competition and prove ourselves are qualities that BODYARMOR and I have in common,” said basketball star, Ja Morant. “In the new BODYARMOR EDGE spot you’ll see the motivation to put in late hours and take on even the fiercest competition firsthand. I’m proud to be part of this campaign and ready to show fans that there are betterfor-you sports drink options out there.” In addition to the campaign, BODYARMOR EDGE recently announced the launch of two new, great-tasting flavors to its existing lineup: Strawberry Slam and Watermelon Wave. Launched in 2021, BODYARMOR EDGE comes in a 20.2oz. bottle and contains antioxidants, natural flavors and sweeteners with no colors from artificial sources. Both Watermelon Wave and Strawberry Slam are available in-stores nationwide and online via Amazon. BODYARMOR EDGE also comes in four additional flavors including Berry Blitz, Tropical Chaos, Power Punch and Orange Frenzy. “This new campaign really brings to life the intense, neversatisfied mentality that BODYARMOR EDGE is all about,” said Michael Fedele, VP of Marketing at BODYARMOR. “Being able to collaborate on this with some of our incredibly talented partners
like Ja, Mookie, Skylar and Kyler – who are truly dedicated to their craft and have taken their game to the next level – afforded us the opportunity to put out a one-of-a-kind spot this year. We’re excited to share it and show the next generation of athletes all that EDGE has to offer.” “Since partnering with the brand over four years ago, I’ve been witness to the game-changing innovation that BODYARMOR has brought – and continues to bring – to the sports drink category and BODYARMOR EDGE is just the latest example of that,” said baseball star Mookie Betts. “Whether I’m heading to a game, practice or just getting ready for the day, I’m always looking for an extra boost and BODYARMOR EDGE Watermelon Wave is now my go-to.” “EDGE vs. EVERYBODY” is BODYARMOR EDGE’s largest multi-faceted campaign to-date consisting of television (for the first time), digital creative, out-of-home, radio, and social executions. It debuts tonight on national broadcast with a spot during the 1st round of the 2022 NBA Playoffs. The campaign comes at a pivotal time for the brand as BODYARMOR continues to grow and redefine the $40 billion active hydration category. BODYARMOR has incredible momentum at retail and has generated more than $1 billion in annual retail sales. With its launch in 2011, BODYARMOR has brought innovation to the sports drink category. First with BODYARMOR Sports Drink, then the first naturally sweetened low-calorie sports drink called BODYARMOR LYTE, followed by BODYARMOR SportWater and now, BODYARMOR EDGE.
Chopin Vodka Launches Relief Initiative to Aid Ukrainian Refugees Chopin, the Polish family-owned vodka brand known for its potato vodka that launched in 1993 and catalyzed the luxury vodka phenomenon, is making a proactive effort to help their Ukrainian neighbors. From March 17th to May 17th, Chopin donated all profits from online sales of Chopin products (Chopin Potato, Chopin Wheat, Chopin Rye, and Chopin Family Reserve) made through their website to World Central Kitchen, Chef José Andrés’ non-profit organization dedicated to providing meals for people in need, including Ukrainian refugees in the country as well as those who have fled the war to neighboring countries like Poland. “We can’t just stand by, we need to help our neigh-
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bors,” says Tad Dorda, Chopin Founder and CEO. “The Chopin distillery is about 70 miles from the Russian border so this hits very close to home and feels as if Eastern Europe’s painful history is repeating itself. There are millions of refugees who have fled the war to neighboring countries that need shelter and food — it’s our responsibility to use the resources we have to help those in need.” More than two million Ukrainian refugees (according to NPR) have fled to Poland and the Dorda family, who owns and operates Chopin, is personally working directly with families to find them housing and work. So far, they have been able to arrange housing in Warsaw for several Ukrainian families (25 people and counting) and are continuing to help place more in homes. They are also offering jobs to Ukrainian refugees at the Chopin factory.
