A campaign from Liquid I.V. hopes to encourage casual sports players to use its electrolyte hydration packets, usually associated with high-performance athletes. Through a casual and fun campaign, the brand boosts awareness of the benefits of the hydration product and its functional nature.

To highlight the problem of single-use packaging, Just Eat set up a 'Good While it Lasted' temporary tattoo parlour at the Euro 2022 final, showcasing its seaweed-based packaging. With packaging a pain point in the food delivery space for many, Just Eat is keen to promote its guilt-free alternative.

The pandemic super-charged Americans’ interest in functional drinks as fears of contracting COVID-19 prompted many to seek simple ways of taking control of their health. But what specific functionalities are they looking for, and which new beverage categories best respond to their needs?

Pop has gone from being a must-have health tonic to a drink with deadly potential. But the rise of healthy soda brands such as Culture Pop may serve to refresh its image. Health drivers in the market are heralding a new wave of sodas that promise benefits beyond a sugar high.