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
mediarelations@agencymagma.com
(Also for agency interview inquiries.)

Brian Choi, Vice President, ALO Drink

BrianChoi@spi-westport.com

ALO Drink Collaborates With Mikronesia To Launch ALOtones—Adds Music Inside Every Drink Flavor

Today announces the official launch of ALOtones™, an electronic music album inspired by the flavors inside every ALO Drink. It spans the genres from ambient soundscapes to experimental pop music. ALO Drink collaborated with Philadelphia-based musician/composer Mikronesia to produce the original tracks and compilation album, giving the composer each of the eight flavors to draw inspiration from.

Learn more at http://www.ALOdrink.com/ALOtones
(Photos) http://imgur.com/a/t3w6h#0

“Each drink with its exploding colors, rich flavors and the simply beautiful text describing each flavor from Magma created a rush of sonic idea in my head about how to emote each drink with a unique sound”, said Mikronesia. Every track is inspired by the different natural ingredients mixed with pure aloe vera juice and pulp. After tasting each drink, Mikronesia composed the scores for each flavor, letting the different notes of the beverage influence the music.

“I never experienced a beverage like this [ALO Exposed], with so much texture and richness.”, Mikronesia said. When asked about his approach to the track New Leaf, he said, “The second section of the song has simple melody on the piano mixed with introspective synthesizer sounds that offers the listener this glimpse of being overwhelmed with texture and raw experience.”

“ALOtones reflect the tones of flavor found inside of our drinks.” said Henry Chen, President, ALO Drink. “Music has become our latest ingredient.”

Download the album on iTunes: http://itunes.apple.com/us/album/alotones/id537647698

Google Play: https://play.google.com/store/music/album?id=Bmsdlj7axfnffsievh5lwzaanuq

Consumers can access their drink’s ALOtone by scanning a custom QR-Code printed on every ALO Drink bottle. From there, they can listen, download, or share their flavor’s track. Furthermore, consumers can enter UPC codes to unlock and download even more music. ALOtones can also be streamed for free on Facebook.

Agency Magma, ALO Drink’s Agency of Record, created and developed the new packaging and ALOtones concept. “We wanted to impact the brand in a transformative way. The goal is to grow the brand from a natural foods niche towards a wider, more mainstream conversation—through music.”, said Michael Ferrare, Founder, Agency Magma.

“We’re building a brand around positivity—using music as a social connector.” said Ferrare. ‘Sip. Listen. Share.’ is our new call to action. Sharing music through social media (Facebook, Twitter, YouTube, etc.) is a very common, even daily activity for people today. In fact, it represents a large majority of our overall social activity. So naturally, we allow ALO Drink customers to share or ‘Give Good Vibes’ to their friends, for free.”

Michael McDermott, aka Mikronesia, is a Philadelphia-based composer, producer and sound artist. He has studied computer science, composition, piano and mathematics at Philadelphia University and Berklee College of Music.

Agency Magma is a New York City-based advertising, media, and creative content agency that helps brands explore new and innovative marketing approaches. Current and past clients include: Uniqlo Clothing, New York’s Laguardia Airport, Mini Cooper, Method Home, Toyota, ALO Drink, Volkswagen, Virgin Atlantic, NYC Central Park, Well & Being, Hendrick’s Gin, and more. Visit agencymagma.com for more.

ALO Drink, a division of SPI West Port, was 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 was awarded the 2010 BevStar Bronze Award in the Functional/New Age drink category by Beverage World magazine and a Silver Finalist for Best Cold Beverage at the 2010 sofi™ Awards from the National Association for the Specialty Food Trade and the 2011 InterBev Beverage Innovation Award for Best Natural Functional Drink. Visit ALOdrink.com for more information.

Media Contact(s):

ALO Drink-Interviews/Samplings:TimHasselman@ALOdrink.com
Agency Magma-Campaign/Creative: Michael@AgencyMagama.com