PepsiCo is officially in the prebiotic soda market: the food and beverage giant this week finalized its $1.95 billion acquisition of Poppi, one of the brands that has helped propel the functional beverage category that is forecast to reach $62 billion in sales by 2027 from $50 billion in 2022.

“[Poppi’s] rapid growth, strong consumer engagement, and differentiated functional positioning make it a dynamic addition to our portfolio. We are excited to scale poppi’s momentum and unlock new growth through our capabilities — we’re just getting started,” said Ram Krishnan, CEO of PepsiCo Beverages U.S., in a press statement announcing the deal’s closure.

PepsiCo called out Poppi’s “community- and culture-first approach,” inclusive of its social media presence, viral TikTok campaigns and influencer partnerships that have helped the brand engage crucial Gen Z and millennial audiences. That marketing strategy was on full display last month with the launch of Poppi’s latest flavor, Alpine Blast. With a citrus taste, 55mg of caffeine and its mountainous moniker, Alpine Blast appears to be the latest prebiotic soda to take on PepsiCo’s Mountain Dew, following a cheeky campaign from competitor Olipop around its Ridge Rush product.

Gaming as a ‘no brainer’

With the introduction of Alpine Blast, Poppi made its first marketing push into gaming — a space that has long been associated with soda, including Mountain Dew —  with several cultural activations.

“Soda has integrated seamlessly with gaming culture from the beginning,” said a Poppi spokesperson in emailed comments. “As a digital-first brand, it’s a no-brainer to bring their better-for-you sodas into this space.”

To put itself on one of the most popular gaming platforms for brands and consumers, Poppi teamed with licensed Fortnite studio Creator Corp to launch an exclusive Fortnite mini-game that was amplified by Twitch streamer Cody “Clix” Conrod. And in a shot at gaming nostalgia, the brand launched Alpine Blasters, a retro arcade-style game that saw about 126,000 plays in just four days. The top 1,000 players of the web-based game, of about 24,000 overall, received a branded mailer. 

The dual activations allowed the brand to reach multiple audiences — Gen Z and Gen Alpha in Fortnite, older arcade-era gamers in Alpine Blasters — and helped craft a “cross-generational conversation,” per the brand.

Coachella and beyond

In addition to the gaming activations, Poppi dropped an eight-piece, limited-edition merchandise collection on a microsite, with prices ranging from $12 to $120. Merch drops continue to be a way for brands to elevate themselves into culture. Some of those goods were on display in April at a Coachella-adjacent event that featured creators, friends of the brand and Coachella headliner — and Poppi investor — Post Malone.

The brand on April 12 hosted a BBQ-style kickback event with music, food, cocktails and ping pong. Along with Malone and influencers including Gavin Casalegno (“The Summer I Turned Pretty”), Bobby Pombo, Georgia Costello, Christina Kirkman, Luann Diez and Alexa Jay, the gathering featured two fans who won a trip to attend.

The launch of Alpine Blast allowed Poppi to get back on track after a Super Bowl ad and stunt campaign proved controversial and gave Olipop an opening to swipe at its rival. For Poppi, the backlash was an opportunity to listen, learn and vow to do more for its community.

“That campaign sparked a huge wave of attention, and we saw firsthand how powerful it is when traditional media and social storytelling work together,” a spokesperson said. “We’ve continued to build relationships with creators and community members, all of whom align with our brand, focusing on people who can translate that big brand moment into authentic, everyday conversations.”

AUGUSTA, GA — Eight Peach Belt Conference baseball players have earned All-Region honors as the NCBWA and D2CCA each released their teams.   Five of those players were named to both All-Region squads with North Georgia’s Andrews Opata named first-team on both.  All first-team selections are eligible for All-America consideration.

Georgia College & State University’s Bradley Wilson  and Lander’s Grant Sherrod were first-team selections by the D2CCA and second team by NCBWA.  Lander’s Dominic Puccetti and Phillip Ard of North Georgia were named second-team by both organizations.

The Division II Conference Commissioners’ Assocation (D2CCA) team is selected by athletic communications professionals in the southeast region.  The NCBWA team is selected by the National Collegiate Baseball Writers Association.

2025 D2CCA Baseball All-Southeast Region Team

First Team

P – Rijnaldo Euson, Francis Marion

P – Kolton Casson, Carson-Newman

P – Bradley Wilson, Georgia College

P – Matty Brown, North Greenville

RP – Hayden Simmerson, Catawba

C – Cole Stanford, Lenoir-Rhyne

1B – Charlie Bussey III, Francis Marion

2B – Brett Bloomquist, North Greenville

3B – Cole Hales, Catawba

SS – Lane McLean, Mount Olive

OF – Mackenzie Wainwright, Lenoir-Rhyne

OF – Andrews Opata, North Georgia

OF – Grant Sherrod, Lander

DH – Sal Carricato, Lenoir-Rhyne

UT/P – Landon Lucas, UNC Pembroke

UT – Eli Maddox, Flagler

 

Second Team

P – Payne Stolsworth, Catawba

P – Dominic Puccetti, Lander

P – Spencer Cipro, Belmont Abbey

P – Graham Edwards, Young Harris

RP – Eli Norris, Carson-Newman

C – Jaylen Mack, Coker

C – Julian Sauger, Shorter

1B – Phillip Ard, North Georgia

2B – Cole Laskowski, Lenoir-Rhyne

3B – Drew Bray, Young Harris

3B – Steven Smith, Emory & Henry

SS – Kasten Harvey, Lincoln Memorial

OF – Luke Hatcher, Young Harris

OF – Owen Blackledge, Lenoir-Rhyne

OF – Caleb Burr, Belmont Abbey

DH – Kade Smallwood, Young Harris

UT/P – Gage Shaver, Southern Wesleyan

UT – Jon Howard, Mount Olive

Player of the Year – Mackenzie Wainwright, Lenoir-Rhyne

Pitcher of the Year – Kolton Casson, Carson-Newman

NCBWA All-Southeast Region Teams

First Team

C – Cole Stanford, Lenoir-Rhyne

1B – Charlie Bussey III, Francis Marion

2B – Brett Blomquist, North Greenville

3B – Cole Hales, Catawba

SS – Kasten Harvey, Lincoln Memorial

OF – Mackenzie Wainwright, Lenoir-Rhyne

OF – Andrews Opata, North Georgia

OF – Luke Hatcher, Young Harris

OF – Owen Blackledge, Lenoir-Rhyne

DH – Sal Carricato, Lenoir-Rhyne

UT – Jeremy Begora, Young Harris

SP – Rijnaldo Euson, Francis Marion

SP – Kolton Casson, Carson-Newman

SP – Matty Brown, North Greenville

SP – Payne Stolsworth, Catawba

RP – Hayden Simmerson, Catawba

RP – Matthew Taubensee, North Greenville

Second Team

C – Chase Waddell, Barton

1B – Phillip Ard, North Georgia

2B – Jonny Smith, Young Harris

3B – Steven Smith, Emory & Henry

SS – Lane McLean, Mount Olive

OF – Grant Sherrod, Lander

OF – Caleb Burr, Belmont Abbey

OF – Josh Sharp, USC Aiken

OF – Dylan Driver, Catawba

DH – Kade Smallwood, Young Harris

UT – Evan Wickeri, Lander

SP – Dominic Puccetti, Lander

SP – Bradley Wilson, Georgia College

SP – Spencer Cipro, Belmont Abbey

SP – Andrew Harlow, Lenoir-Rhyne

RP – Britton Adams, Coker

RP – Seth Willis, UNC Pembroke

Player of the Year | Mackenzie Wainwright, Lenoir-Rhyne

Pitcher of the Year | Rijnaldo Euson, Francis Marion

Coach of the Year | Jim Gantt, Catawba

By Paul Guzzo, University Communications and Marketing

This summer, thousands of young summer campers diving into hands-on programs such
as robotics, culinary arts, archaeology, LEGO engineering, Esports, filmmaking, hospitality
and more will take over the University of South Florida.

High school students can even stay overnight on the Tampa or St. Petersburg campuses
during select weeks, turning their camp experience into a mini college preview.

These programs are part of USF’s record-breaking lineup of 56 week-long educational
summer camps, running June 2-Aug. 2. More than 2,500 students in grades two through
12 are expected to attend.

That’s double last summer’s participation.

“The growth in our program is largely due to the expanding partnerships we’ve established
across the university, leading to new camp programs,” said Caryn Preston, assistant
director of USF’s Office of Youth Experiences, which oversees the summer camp program.
“Then, as more people learn about the exciting opportunities we offer, interest continues
to rise. To meet this increasing demand, we’ve also added more sessions to certain
camps. Many students are eager to spend their summer exploring potential career paths
and discovering what they might want to pursue in the future.”

USF’s Office of Youth Experiences has added several new camps this year. The Brick-by-Brick
Robotics Camp introduces young learners in third through fifth grades to the exciting
world of robotics and engineering using the LEGO© Spike Prime system. The Archaeology
+ Art Camp allows middle schoolers to explore history through hands-on archaeology
and creative art projects.

High school students will gain experience in the hospitality industry through the
new Wyndham Hospitality Experience camp, which takes place at the Wyndham Grand Clearwater
Beach hotel.

“They’ll be in the kitchen, learn about accounting, housekeeping, sales, revenue management,
set and prep a banquet, and learn to run their own big event,” said resort general
manager Seth McDaniels.

Faculty from USF’s School of Hospitality and Tourism Management will also make presentations
on the industry and discuss how the university can further prepare them for a career.

 “We owe it as hospitality leaders to make sure that we’re out there creating awareness
for younger people and understanding how much fun it really is and how great of a
career it is,” McDaniels said.

Also in its inaugural summer, Camp Bullseye, in collaboration with the city of St.
Petersburg, offers middle schoolers hands-on experiences in marine science, entrepreneurship
and digital marketing through on- and off-campus pursuits.

“They will get to do really cool St. Pete-themed activities like taking an art tour
of the city,” Preston said.

Camp Bullseye students can also stay overnight at Ibis Hall on the St. Petersburg
campus, providing the opportunity for more field trips into the city.

“The city of St. Petersburg is proud to support Camp Bullseye and their efforts to
equip St. Pete’s next generation with the skills and knowledge to drive innovation
and sustainability in our community,” Mayor Kenneth T. Welch said. “In alignment with
our ‘Education & Youth Opportunities’ Pillar for Progress, the city of St. Petersburg
looks forward to this continued partnership with the University of South Florida.”

Summer camps back by popular demand include Everyone Can Code on the Tampa and St.
Petersburg campuses, Esports on the Tampa campus and the JGHC Summer Scholars Institute
Mock Trial Intensive on the Sarasota-Manatee campus.

During Everyone Can Code, fourth–sixth graders explore the world of Minecraft, robotics,
and, of course, coding. The Esports camp helps middle and high schoolers elevate their
gaming skills, while the Mock Trial Intensive, also for high schoolers, dives into
court proceedings, essential legal knowledge and critical thinking skills.

One of the unique summer programs is the emergency management-themed camp on the Tampa
campus. Led by experts from the U.S. Coast Guard, USF Police Department, Medical Response
Unit, Office of Emergency Management, Campus Recreation and Hillsborough Fire Rescue,
campers learn essential first aid, map out evacuation plans and master advanced disaster
response strategies – all while applying them to an exciting and fictitious zombie
survival scenario.

“This is a different take on last summer’s Bulls Disaster Camp that was hurricane-themed,”
Preston said. “We wanted to come up with something even more creative for this summer.
So, we thought we’d teach the kids about things like CPR and how to become a police
officer and incorporate the lessons into humans vs. zombie games.”

Regardless of which Tampa campus camp they choose, all high schoolers during select
weeks can spend four nights in Juniper-Poplar Hall as part of the new Rocky’s Residents
program.

“It’s like sleep-away camp, but during the day they’re going to different camps, and
in the evening, all of those campers all across campus gather together for fun activities
on- and off-campus,” Preston said. “One night they’ll do moonlight canoeing, and another
they’ll explore the Marshall Center.”

USF also offers summer camps focused on filmmaking, creative writing, photography,
cybersecurity, music, bioengineering, finance and more.

“There are so many programs,” Preston said. “USF is not just a place behind a fence
that is inaccessible to the public. We are part of the community. These summer camps
provide kids with a place to learn and have fun while spending time with USF.”

Click here for a full list of camps, dates and signup information 

Amy Lennox, IV Creative

IV Creative / The Famous Grouse

Famous for its work on the ‘Share-a-Coke’ campaign, IV Creative has celebrated a 38% increase in major brand partnerships in the last 12 months

NOTTINGHAM, UNITED KINGDOM, May 19, 2025 /EINPresswire.com/ — IV Creative, the personalisation and logistics partner behind Coca-Cola’s iconic ‘Share-a-Coke’ campaign, is scaling up globally with a wave of new partnerships and fresh investment in innovative printing technology.

Over the last 12 months, the company has seen a 38% surge in major brand collaborations, adding names including Foodhuggers, Lady A, and cult gaming brand Enshrouded to a roster that already includes The Famous Grouse, Renais, Who Gives A Crap, Chapel Down, Moonpig and Dove. AU Vodka, the British brand seeing social media virality in recent months, has chosen IV Creative to support with new projects as the company plans for even further growth. These customers benefit from IV Creative’s marketing and ecommerce support, alongside the creation and delivery of products with its print, production, and fulfillment operations.

IV Creative has also seen a 47% increase in new, emerging and scaling brand partnerships, a signal of its commitment to supporting smaller and fast-growing businesses as well as established global names. This growth has helped drive a revenue increase of over 20% year-on-year.

In recent months, IV Creative has grown its presence internationally with active partnerships now live across the US, Europe and the UAE. A new office in Manchester – in addition to its existing presence in Nottingham and Lincolnshire – underlines its ambition to scale further across the UK, with plans already in motion to expand internationally again in 2026. To support this continued growth, IV Creative has bolstered its sales and marketing team with three new hires since the beginning of the year. It has also made a key leadership appointment with the arrival of Connor Thompson, formerly of THG, as Director.

Previously operating as Intervino and DPS Digital, IV Creative now employs 60 core staff and works with some of the world’s most recognisable names, delivering thousands of projects from initial concept through to delivery. The company has earned a strong reputation for its work in the alcohol sector, particularly with celebrity-led drinks brands. The team has supported names including Renais, founded by Alex Watson; AU Vodka, co-owned by Charlie Sloth; and Lady A, the lifestyle wine label from Soho House. These partnerships highlight IV Creative’s ability to craft highly tailored, premium experiences that align with the unique identities of their brand owners.

The company is also making significant investments in its printing capabilities to allow brands to expand customer offerings. This includes upgrading one of its next-generation digital printers (SRA3 Fujifilm Press) using a new Flow RIP digital front end; empowering the team to offer five-colour printing, special finishes like metallic effects, spot UV, and a wider, more vibrant colour range for printing higher resolution imagery. It also positions IV Creative as one of the few companies able to use its scale and experience to offer this technology to ecommerce brands and their customers.

Amy Lennox, CEO at IV Creative, commented: “At IV Creative our strength lies in combining creativity and technology in a way that allows brands to scale with ease, without compromising on quality or experience. We’ve built long-term relationships with global household names, and we’re just as passionate about supporting emerging brands on their growth journey. Whether it’s a major international drinks company or an independent lifestyle brand, we approach every project with the same energy and care. Our team is focused, ambitious and genuinely excited to push boundaries in this space.

“As an approved TikTok Shop supplier, and with a leadership team that reflects strong gender diversity, IV Creative is building a business ready for the future – and helping brands do the same,” Lennox concluded.

Leah Jones
CommsCo
+44 7876117760
email us here

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MANILA, PHILIPPINES – Jollibee has just made its boldest move yet — and it all starts with the menu. With the launch of GameJoy, the beloved fast-food brand steps into the gaming arena with an eat-to-earn campaign that’s as culturally resonant as it is commercially sharp.

Led by game and brand experience design agency Octopus&Whale, “GameJoy” goes beyond a typical brand collaboration — it’s a first-of-its-kind ecosystem that unites Jollibee with UniPin’s universal e-wallet platform and top game publishers like Garena, NetEase, and OurPalm to reward fans for what they already love doing: eating at Jollibee and playing games.

Launched across all Jollibee stores nationwide, the campaign introduces GameJoy Credits — virtual currency earned with every GameJoy Combo purchase, redeemable across UniPin’s catalog of over 10,000 games. The activation flips the traditional “in-game” model, instead creating a real-world entry point into the gaming economy.

“We know gamers hate being interrupted,” said Ferns Yu Jr., Jollibee Philippines President, at GameJoy Con, the brand’s first gaming convention. “So instead of jumping into their games, we opened our doors and invited them into ours — with free rewards waiting.”

Octopus&Whale’s challenge: Create a campaign that honors Jollibee’s heritage while speaking authentically to the hyper-connected, hyper-discerning gaming community.

“Contrary to the stereotype, gamers aren’t a monolith; they are as diverse as the games they play,” said Dorothy Dee Ching, VP & Head of Marketing at Jollibee. “So we created a reward that works across genres, platforms, and player types — something that brings all types of gamers together and brings the joy of eating and gaming to everyone. That’s what Jollibee is all about.”

“This couldn’t be just a simple brand partnership,” said Joey David-Tiempo, Founder and CEO of Octopus&Whale. “This is Jollibee — a global Filipino icon. The idea had to be culturally grounded, frictionless, and playable by anyone, whether you’re into Call of Duty Mobile, Eggy Party, or MU Origins. If there’s one thing Filipinos agree on, it’s that we all eat at Jollibee. So we asked ourselves: what if eating at Jollibee meant you were already in the game?”

The result is a campaign that sets a new benchmark for QSR-brand participation in gaming:

What makes GameJoy different?

• Playable IRL – Unlike typical gaming activations, GameJoy starts in the real world with a meal and ends with in-game value. It’s gaming you can taste.
• Every Meal is Currency – The more you eat, the more you earn. Each Gamejoy Combo comes with a code that unlocks Gamejoy Credits — making every meal a step closer to your next in-game reward.
• Ecosystem-Led, Not Brand-Intrusive – Gamejoy brings together multiple industry players — including UniPin, Garena, NetEase, and Ourpalm — in a seamless experience never before  seen in regional brand marketing.
• Locally Relevant, Globally Scalable – Born out of Filipino gaming behavior but designed to expand across markets.

From a brand perspective, GameJoy drives both foot traffic and cultural capital. From a gamer’s perspective, it legitimizes fast food as part of the gaming lifestyle. And from an industry standpoint, it sets a precedent.

“A campaign like this uplifts the entire ecosystem,” said DC Dominguez, Country Head of UniPin PH. “It brings inclusivity to a fragmented space — something Jollibee is uniquely positioned to do.”

Garena’s Game Publishing Producer Nicolas Ting added, “It’s more than a campaign; it’s a grassroots movement that brings play to people—wherever they are. This is a strong example of how brands can connect with gamers not just through ads or sponsorships, but through experiences that are deeply rooted in local culture.”

Jollibee GameJoy proves that when creativity is culturally tuned and ecosystem-driven, it can unlock new spaces for brands — not just to show up, but to belong.

Octopus&Whale is an affiliate partner of Stagwell (NASDAQ: STGW).

On Sunday, the Washington State Scholastic Esports Association (WSSEA) and the Snohomish County Sports Commission hosted the 2025 Esports High School State Championships at the Lynnwood Event Center. This is the first time WSSEA has held the Esports State Championships in Lynnwood.

Esport is a team sport played using electronic games. More than 160 students from 32 high school teams across Washington state competed, including representatives from Edmonds-Woodway High School. Teams specialize in playing one or more of three commercial games (Rocket League, Valorant and Super Smash Bros. Ultimate). Two high school teams play against each other in a series of elimination rounds. Final scores for all games can be found on the WSSEA website.

In addition to the gaming competitions, this event included representatives from college eSport programs, gaming equipment suppliers and numerous gaming development companies.