The Alkaline Water Co has released details of the marketing plans for its Alkaline88 water brand in the lead-up to this week’s Super Bowl that does not include an advert during the game. Throughout this week, the brand is rolling out its headline brand ambassador, former NBA player Shaquille O’Neal, to be the face of ‘Shaq’s Fun House’ - a booth that features its own VIP area at Super Bowl LVI host arena the SoFi stadium in Los Angeles. Additionally, in the Super Bowl media section known as ‘Radio Row’, the company has teamed up with NFL personalities Mike Golic and Tony Boselli to endorse Alkaline88 in interviews. Headlining the week’s activity is a two–page advertorial in news publication USA Today. “Alkaline88 is the fastest-growing top-ten enhanced water brand in the country, and Super Bowl weekend is a perfect opportunity to further increase our brand awareness and consideration amongst millions of Americans,” said CMO Tom Hutchinson. “We’re getting incredibly efficient brand equity building from this group of marketing activities surrounding one of the biggest sporting events in the world." Alkaline Water signed 15-time NBA All Star Shaquille O’Neal to a three-year, US$9m sponsorship agreement in May, unveiling a year-long digital billboard ad featuring O’Neal in New York’s Times Square six months later. What’s coming up in soft drinks in 2022? - Click here for Just Drinks' predictions for the year ahead