• by Steve Ellwanger , April 3, 2023

Health-Ade has scored a two-season partnership with the Los Angeles Dodgers baseball team as it adds aluminum cans to its previously glass-only containers in an attempt to lure more people to kombucha.

As the official non-alcohol kombucha partner, Health-Ade’s new 11.5-ounce cans will be available in select flavors in Dodgers Stadium as well as retailers nationwide.

“There’s a ton of overlap with the L.A. kombucha consumers and the L.A. Dodgers,” Health-Ade CMO Charlotte Mostaed tells Marketing Daily.

When 600 non-kombucha drinkers described as health- and wellness-minded were surveyed, 55% of respondents were likely to choose Health-Ade over soda, and 30.5% would choose it over alcohol.

Research also showed that the brand’s probiotic-infused beverages could have broader appeal if they were not limited to Health-Ade’s trademark glass bottles.

“Cans as a package format are driving the most growth versus other package formats in the category. So the time felt right. In previous years, it wasn’t right,” says Mostaed

In addition to media placements within Dodgers Stadium, Health-Ade will use out-of-home ads in the surrounding area.

“Hopefully, if you’re a Dodgers fan in the L.A. area, you won’t be able to miss our activations,” says Mostaed.

In a first for Health-Ade, will introduce kombucha to Dodgers aficionados with in-app placements with ride service Uber.

The Dodgers partnership coincides with the launch of the fourth installment of Health-Ade’s “Get That Good Gut Feeling” campaign.