Tuesday, October 2, 2012

New Drinking Experiments Become Music Videos

Today, ALO Drink, a fast-growing aloe vera-based drink brand debuts two full-length music videos following the release of ALOtones, an album created in collaboration with Mikronesia featuring the music inside the drink's original flavors. Agency Magma, ALO's Agency of Record, helped to construct a real-life experiment on two acclaimed New York City Artists Sara Blake (ZSO) and Peter Hamlin (Hambot).

Each one-take, improvisational experiment was captured and edited to create music videos for both ALO's flagship flavor ALO Exposed, which contains the single, New Leaf. The second video, ALO Enrich also features its own track called Optimistic Bloom.

Viewers can watch both videos on YouTube, or download them as podcasts in iTunes.

ALO Exposed / New Leaf, featuring Sara Blake (ZSO), Artist
(Video: http://www.youtube.com/watch?v=AIDmOqzRqAk )

ALO Enrich / Optimistic Bloom, featuring Peter Hamlin (Hambot), Artist

(Video: http://www.youtube.com/watch?v=ud5SE-QwA1c )

(Photos: http://alodrink.imgur.com/ )

NYC artists Blake and Hamlin we're filmed in New York by LA-based director, PhillyK. A bright, clean, custom-designed laboratory was created for an optimal sensory experience. Each artist was given: a blank canvas, ALO Drink, and 360-degree surround-sound and just two hours to create art that's live and inspired by their ALO Drink flavor.

"You have pulsating guitar chords, washes of electronic sound to simulate the waves, the piano melody and joyous vocal singing, which I hope conveys my feelings experiencing "Exposed", said ALOtones musician/composer, Mikronesia about the track "New Leaf”which he created for ALO's Exposed flavor (Aloe Vera + Honey).

"The agency helped to craft a new drinking experience, which now includes Aloe Vera + Positive Ingredients + Music inside every bottle. Together, these ingredients deliver on the brand's promise of Goodness From Inside Out, said Michael Ferrare, Creative Director, Agency Magma.

"The concept of the experiment drove and simplified the creative process from start-to-shoot. Sip. Listen. Create. Capture." ALO Drink, the agency and the crew had no idea what the artists we're going to end up with at the end of the day. What happens when artists undergo 360-degree refreshment? "As it turns out, they (thankfully) create work that's beautifully derived from the drink's flavor and art that's reflective of the overall ALO Drink experience.", said Ferrare.

Since late March, there's been thousands of ALOtones music tracks accessed each month by ALO Drink customers and their friends on social media. "We're very excited about this new concept (ALOtones) and hope our consumers will be too.", said Henry Chen, President, ALO Drink. Consumers can access an ALOtone by scanning a custom QR-Code printed on every bottle. After, they can listen, download, or share their flavor's track on Facebook and Twitter.

Agency Magma NYC

Agency Magma is an advertising, media, and creative content agency that helps brands explore new and innovative marketing approaches. A 2011 Communications Arts Winner and recent OneShow Finalist, Magma focuses on premium brands that help make the world a better place. Current and past clients include: Uniqlo Clothing, Laguardia Airport, American Express, Visit Britain, Mini Cooper, Sony, Method Home, Toyota, ALO Drink, Volkswagen, Virgin Atlantic, and NYC Central Park. For more information, visit agencymagma.com.

ALO Drink, Real Aloe Vera Juice & Pulp Drinks

ALO Drink is a division of SPI West Port, established in 2009. Already the #1 ready-to-drink aloe vera beverage in the U.S. natural market, it is among the top ten in the functional drink category. ALO Original aloe vera and new COCO Exposed drinks have garnered many top awards and recognition in the RTD beverage category, including BevStar, sofi, and InterBev both for their award-winning flavor and product innovation. Most recently, ALO's received the Beverage Innovation Award for Best Natural Functional Drink. For more information, visit ALOdrink.com.

Media Contact(s):

Agency/Partner: Agency Magma
(Also for agency interview inquiries.)

Brian Choi, Vice President, ALO Drink


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