Marketing News Round-Up: February 25, 2022

Today we feature a round-up of some big events and recent industry happenings.

• NA in LA: Partake Brewing takes non-alcoholic beer to unexpected places
• QUAKERborough Collection to Celebrate 120 Years in Canada
• Thinkingbox Solidifies Production Team Across North America Read more below!

NA in LA: Partake Brewing takes non-alcoholic beer to unexpected places

High-powered networking events, exclusive parties, celebrity football games – all places you’d expect to find people sipping on a cold, refreshing beer. And they will be, but it’s not what you think. Calgary’s own Partake Brewing, a leader in the non-alcoholic beer category, is on a mission to show that alcohol doesn’t own good times, and this weekend they are going to LA, host of Super Bowl LVI, to prove it.

Through multiple strategic sponsorships, the brand will be popping up in unexpected places, redefining what inclusive and rewarding social connections and occasions can be, and inspiring people to feel good on their own terms.

As the official beer of “adulting” Partake lets you celebrate the fact that you can still connect with other people, share moments with loved ones, and have a great time with great beer without neglecting your life’s responsibilities. To demonstrate this, Partake will walk the walk at some of the biggest networking events, parties and sporting events taking place in LA, and insert itself in social occasions typically reserved for alcohol.

Throughout February 2022:

• Key stakeholders from the global sports industry will stay sharp and make meaningful connections while enjoying Partake at the exclusive Bloomberg Power Players Summit.
• Celebrities from the world of sports, music and entertainment will crack open a cold Partake and still play their best during a family-friendly, daytime Celebrity Sweat Charity Flag Football Game with team captains Doug Flutie/Andre Reed and Tracy McGrady/Michael Irvin.
• Partygoers will toast celebrity musical guests including Kygo, Jack Harlow, Frank Walker, David Solomon and DJ Irie with Partake as the exclusive beer served at the legendary Sports Illustrated The Party.

Each event highlights occasions where consumers can enjoy the taste of great beer without the consequences.

Partake is launching the exciting sponsorship campaign as the non-alcoholic beer category continues to grow at a rapid pace, gaining popularity through events like Sober October and Dry January. Brewed by beer lovers for beer lovers, Partake is a category leader in Canada and continues to expand to new markets across the US. It’s recognized for its great-taste, low-carb and low-calorie count, and is brewed with four simple, all-natural ingredients. ​

QUAKERborough Collection to Celebrate 120 Years in Canada

This year marks the 120th anniversary of the Quaker brand’s history in Canada, with Quaker products being proudly produced in Peterborough, Ontario for over a century. To honour this special milestone, the brand has collaborated with Canadian-made clothing brand Province of Canada to drop an exclusive clothing line - the QUAKERborough Collection - with 100% of the proceeds being donated to Food Banks Canada.

Inspired by the durability, grit, and confidence of the hard-working employees at the Quaker Peterborough plant, the QUAKERborough Collection features a variety of cold-weather clothing items and accessories and illustrations by notable Peterborough artist, Jason Wilkins, made from high-quality textiles - combining fashion with function to bring warmth to Canadians during the cold months of winter.

The exclusive collection is available online now on QUAKERborough.ca with limited quantities of each piece available.

Thinkingbox Solidifies Production Team Across North America

Global creative collective Thinkingbox has promoted Colin Greenberg to Director of Production for Salt Lake City and Satoru Inoue to Director of Production for Vancouver, expanding the production team with Alyssa Belova, who was promoted to Director of Production in Toronto in May 2021.

Greenberg joined the Salt Lake City team a year ago as Executive Producer, previously working as Head of Production at Struck, and before that, as Senior Creative Manager at MKTG Inc. and Director of Marketing Operations at Trisect in Chicago. Greenberg will continue to work with Thinkingbox’s long-standing clients Riot Games, Adobe, Western Governors University, and LifeVantage and manage the growth of the Salt Lake City office. He plans to “Enable the production team to grow and scale into the future by building out tools and processes, and improving the operational efficiencies to deliver the best experiences for our clients.” He continues, “Long-term, we need to create a fully scalable business that can recognize the growth opportunities that come our way, in regards to the team and clients.”

“Since Colin joined Thinkingbox, he’s made a massive impact for the Salt Lake City team. He’s already extended our capabilities across disciplines. We look forward to seeing him develop operations even further,” says Corey Hankey, Managing Director of Salt Lake City

Inoue joined Thinkingbox in 2017 as a Digital producer and quickly moved through the ranks to Senior Digital Producer, Executive Producer, and now to today’s role as Director of Production. Prior to his time at Thinkingbox, he was a Digital Producer at MediaMonks. In his new role, he’ll have broad coverage on production needs to match the ever-growing team and the expansive roster of clients. Inoue plans to “deliver even better consistency as we grow, and work on larger projects needs from current and future clients.” In terms of leading the team of three direct reports, Inoue hopes to “grow a versatile and diverse team that can handle global partnerships with renowned brands.”

“With Satoru leading the production team in Vancouver, our production efficiencies and capabilities continue to develop, allowing us to strengthen our partnerships with clients and to meet the demands that have come from the accelerated growth we’ve been experiencing the last three years,” says Sarah Scott, Managing Director of the Vancouver office. She notes, “Satoru is an integral part of our company, and the production team has always looked to him for guidance and support. We couldn’t be more thrilled.”

Compiled by Emma Whiten, Editor of Marketing News Canada