Michael B. Jordan ‘Propels’ the Gatorade water into sports

Welcome to the latter half of May. We’re still in full spring, but the brands are already preparing for summer (and the rest of the year).

Propel 🤝 Michael B. Jordan

PepsiCo’s Gatorade water brand Propel has joined forces with actor-director Michael B. Jordan for its first “celebrity-led” TV spot in two years. It’ll air during key sporting events this summer as the brand plans to target growth via ambassador-focused efforts in this previously untapped target market.

Podcast Ad Revenue Growth Declined But Outpaced Digital Advertising Overall

This decline is attributed to post-pandemic life, in contrast with the boom in media consumption during 2020 through 2022. Meanwhile, podcast ad spend was up 44% year over year in Q1 of 2023, and revenue is on track to double between 2022 and 2025. It’s a much faster rate of growth compared to “programmatic’s share of total ad revenue last year (it was 1.7% in 2021 and 2.2% in 2020).”

Olipop Takes on Big Soda

Olipop director of growth and talent partnerships Steven Vigilante kept trying and trying to break into the sports space. Finally, the right executive, President of the Kansas City Current and former VP of corporate partnerships for the Lakers Allison Howard, appeared. Now, Olipop is leaning into its Kansas City connections, partnered with the female soccer team, and signed a six-figure deal for the 2023 season.

Livestreaming Platform Kick Rolls Out Ads Offerings

Currently, Kick’s only ads are courtesy of a partnership with Italian luxury car brand and Formula One team Alfa Romeo. But to become a sustainable livestreaming business, Kick will need to diversify. Kick executives are certain brands will want to take advantage of its “coveted 18-34 demographic” despite its “relaxed community guidelines.”

Around the Web

• Pew Research shows 25% of Twitter users don’t expect to still be using Twitter in 12 months.

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• Pepsi launches “Press Play On Summer” featuring Bad Bunny and a QR code for three months of Apple Music free.

• TRESemmé’s social-based campaign targeted engagement with #MyStyleIsMyPower.

• During Q1 2023, 92.3% of the Facebook feed views in the US did not include a link to a source outside of Facebook.

Just Can’t Get Enough

Animals communicating verbally. Some via technology, others of their own accord.

• We have sassy Sapphie the Pomsky.

• And an apologetic parrot.

What will be your drink of choice this summer? A Propel with Michael B. Jordan during basketball or tennis games? An Olipop while watching women’s soccer? Have you ever experienced the game-changer that is “the right partnership at the right time”? Reply and let us know your story for a chance to be featured in Raisin Bread!

Thanks for joining us, and we’ll see you Tuesday!