Good morning. Today, an energy drink chases new customers who want “better for you” options; Unilever isn’t going to like Ben & Jerry’s latest stance; and luxury lodgings cater to people traveling alone.

Celsius is reaching beyond its core audience of athletes and gym-goers to target “the everyday high-achiever” in what the energy drink brand calls its biggest ad campaign yet, Megan Graham reports.

Celsius has gained market share in a competitive category long dominated by Red Bull and Monster, partly through its image as a healthier alternative.

But its 8.5% share of U.S. energy drinks by volume last year still trailed well behind Red Bull, at 19.8%, and Monster at 46.6%, per Euromonitor data.

Celsius sees room to broaden its base, according to CMO Kyle Watson.

“You see consumers looking for more aspirational choices—‘better for you,’ more premium ingredients, but also that functionality that comes with it,” Watson said. “....And it’s not just about being in the gym.”

Ben & Jerry’s is calling the Gaza conflict a genocide, a rare move for a big consumer brand and one sure to anger its owner, Natasha Khan writes.

“We stand with all who raise their voices against genocide in Gaza—from petition-signers to street marchers to those risking arrest,” the brand’s board says in a statement viewed by The Journal. “When humanity is at stake, silence is not an option, now is the time to speak truth to power.”

Ben & Jerry’s and parent Unilever have fought bitterly for years over the social activism of the brand’s independent board, particularly its public stances on Israel and the Palestinian territories.

Unilever in court filings has criticized the independent board’s “decision to continue to embroil B&J’s and Unilever in the Israeli-Palestinian conflict, one of the most divisive and polarizing topics of our time.”

Pricey hotels are betting big on small rooms to serve the surge in solo and budget-minded travelers, Chadner Navarro reports.

The Hoxton hotel group offers “Shoebox” or “Single Snug” rooms designed for one person at eight of its 18 properties in Europe and the U.S.

In Portland, Ore., guests are greeted by pink ottomans, sleek sconces and walk-in showers; in Berlin, they find open wardrobes and playful fringe-trimmed mohair headboards.

“A single-occupancy bedroom can have just as much style as a bigger one. It’s all about how you use the space,” said Charlie North, global vice president of design of Ennismore, Hoxton’s parent company.

• Big private-equity firms increasingly are taking two different approaches as they strive to expand, with most following an “asset light” strategy.
• U.S. venture capitalists are racing to tap into China’s growing biotechnology prowess.
• Some of the U.S. banks that cut ties with a leading industry climate group have shifted how they talk about their climate efforts.
• Nespresso, purveyor of sophistication and hot drinks, is adjusting its marketing to to win over the cold-coffee generation.

Google and the Justice Department will present final arguments today on how to improve competition in online search, in a case with growing implications for AI. [WSJ] 

Business Insider laid off 21% of its staff, scaling back coverage in areas that “once performed well on other platforms but no longer drive meaningful readership.” [Adweek] 

The New York Times licensed its content to Amazon to train AI models and offer news and recipes on Alexa devices. [Engadget]

Amazon formed a team led by an architect of the Xbox to invent “breakthrough” consumer devices and software. [CNBC] 

JetBlue and United Airlines formed a partnership to offer flights on each other’s websites, let their customers earn and spend miles on both carriers and alleviate United’s overreliance on Newark. [WSJ] 

How subscription brands like ButcherBox are fighting churn as customers’ economic anxiety grows. [Modern Retail] 

A new program gives Disney+ members perks like discounts on resorts and contests to win a cruise or go to movie premieres. [Bloomberg]

Liquid Death canned water is using toilet humor in a new ad campaign taking aim at prebiotic sodas. [Fast Company] 

Dr. Martens named Adidas executive Carla Murphy chief brand officer. [Apparel Resources]

Major League Baseball is buying an equity stake in a nascent pro softball league, latching onto momentum in women’s sports. [ESPN]

WhatsApp and sports media brand OffBall are trying to attract fans during games with live group chats featuring stars like LeBron James and Jimmy Butler. [THR]

Irritated shoppers are trying to figure out why more stores seem to be greeting them by saying not “welcome,” but “welcome in.” [WSJ]