Move Over, Brewski

Budweiser and Bud Light will soon be sharing truck space with BORBA Skin Balance Waters and Aqua-Less Crystallines, according to a marketing and distribution deal announced Monday. It sounds like a win-win proposition, with BORBA moving beyond its high-end retailers and gyms and Anheuser-Busch expanding in the sizzling beverage category with something besides beer. Not that there's anything wrong with beer...

Beer never really took off as a beauty product, but BORBA's drinkable skin care puts antioxidants, vitamins and botanicals into water, the beverage of choice when behind the wheel or at the gym. It sounds like a great distribution partnership and suggests some interesting cooperative advertising. It's the kind of creative thinking that moves brands out of their boxes.