Laufey and Collab win global marketing campaign award

Icelandic singer Laufey Lín Jónsdóttir and beverage brand Collab have won the Best Marketing Campaign award at the World Beverage Innovation Awards 2026, mbl.is reports. Their collaboration competed against international brands including PepsiCo.

The award was presented on Tuesday at BrauBeviale in Nuremberg, Germany. The partnership launched earlier this year with a limited-edition drink created with Laufey’s active involvement. It featured strawberry and matcha flavours, with its taste, design and marketing drawing inspiration from her musical world.

“It was especially enjoyable and personal to develop a new version of Collab from scratch,” Laufey said. “I’m incredibly proud of what we created together, and it’s wonderful to see this collaboration, which began in Iceland, receive attention and recognition internationally.”

The World Beverage Innovation Awards, organised by FoodBev Media, were presented for the 23rd time this year. The awards cover areas including product development, design, marketing and innovation in the beverage industry.

Vaka Njálsdóttir, Collab brand manager at Ölgerðin, said Laufey’s involvement helped make the partnership special. The aim, she said, was to create something that reflected the singer rather than simply put her name on a can.