When Mark Wahlberg was training for the 2010 film “The Fighter,” he discovered AquaHydrate, a water supplemented with minerals and electrolytes. He apparently liked the stuff so much that he wanted in on the company.

Wahlberg now owns about 20 percent of the company, according to the Wall Street Journal, and his involvement no doubt helped rope in P. Diddy as an investor as well. The man sometimes known as Sean Combs also has a stake worth about 20 percent. 

Now, after selling the product in Walgreens and other such US outlets, Wahlberg, Diddy, and their fellow investors are taking the beverage abroad. AquaHydrate may make its Australian debut in the next few weeks and “is advancing talks to expand into Asian markets through a joint venture covering Hong Kong, mainland China and Taiwan, as well as distribution in Japan,” the Journal notes.

And why not? Consumers are drinking less soda than they used to and are more and more interested in purchasing items that have a healthy bent to their marketing. Research firm Innova Market Insights recently reported that fruit-based drinks have “dominated launch activity, accounting for over 43% of total” beverage launches in the last two years. Water isn’t growing as quickly, but the concept of AquaHydrate is to provide an alternative to the sugared sodas that ruled the beverage world’s recent past history. Continue reading...

As part of its deal to acquire NBCUniversal, Comcast agreed to launch more minority-owned networks by 2014 — and it's doing just that. From a music and pop culture hub called Revolt from Sean "Diddy" Combs, to a startup backed by Magic Johnson, it's a mixed bag that helps America's biggest cable operator appease the feds — but will it really do much for diversity — or TV viewers?Continue reading...

His fashion brand is called Sean John, while personally he's been known as Puff, Puffy, Puff Daddy, P. Diddy, Diddy, King Combs, and even by his real name, Sean Combs. Now, he'd like to be known by another name — "Swag." But only for one week. Mr. Combs explains the temporary rebranding above.

Gwen Stefani for HP, Michael Jordan for Hanes, Dr. Dre for HP, Peyton Manning for Sony, Lady Gaga for Polarioid, Lance Armstong for Radio Shack, Michael Vick for… ArTran?

A new study confirms what a lot of people on both ends of the advertising paradigm suspect: celebrity endorsements aren't worth it. My colleague Sheila Shayon earlier pondered this question — find out why the evidence is swinging in favor of taking back the swag bags and shutting down the gravy train.Continue reading...

Altria, R.J. Reynolds and Lorillard face tougher tobacco marketing rules in US.

Apple launches app store for Mac software.

Bank of America categorizes clients, adds fees.

Boeing loses major 747 order due to delays.

BP spill inquiry to report that disaster "likely" to recur; and hears that microbes may have mitigated methane damage in the Gulf.

CNN books Oprah as first guest for Piers Morgan's post-Larry King debut on Jan. 17; Madonna still banned as "boring."Continue reading...