April Berthene
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Shopper/Retail
Two in Five Shoppers Purchase At Real-World Marketing Events
A new survey finds consumers are motivated to attend live marketing activations to discover new products and see a product in person.
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Shopper/Retail
Why Accelerator Trades Equity for Celebrity Endorsements
The challenger energy drink brand skips the typical ambassador contract and gives Travis Kelce, Kai Trump and Olivia Dunne shares in the brand instead.
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Shopper/Retail
Why Celsius Still Chases Gym Floors Despite Its Pepsi Reach
Even with Pepsi distribution, energy drink Celsius keeps its focus on gyms and in-person events to acquire customers.
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Events
Instructure President Explains What B2B Marketers Can Learn From Consumer Brands
B2B marketers need to feel empathy for the customer’s pain points and spend less time talking about product features, says former CMO, now President Armin Molavi in this Q&A.
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Shopper/Retail
Brands Eye Short, 4-Day Pop-Up Shops in September
New data finds that 50% of brands are looking to operate pop-up shops for three days or less, with many brands looking to use the physical space as a marketing campaign. Pre-holiday buzz and the fashion calendar make September the most sought-after month.
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Shopper/Retail
Why Retail Stores — Not D2C — Are Key to Topo Athletic’s Marketing
As retailers chase direct-to-consumer sales, Topo stays loyal to specialty retail, even four years after Designer Brands acquisition.
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Shopper/Retail
How Amika’s CMO Kept Product Launch Momentum Going For Months
Amika launches The Protector with limited distribution for the first six weeks. The hair care brand chose its direct-to-consumer website, where 45% of customers are repeat buyers, and Ulta as its initial distribution channels.
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Campaigns
Why Life Insurance Company Ethos Is Increasing Spending on Celebrity Marketing
Ethos’ advertising budget increases 50% as it pours dollars on its celebrity influencer strategy.
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Campaigns
Goldfish Reignites Decades-Old Campaign
Chris Tutor, Vice President of Advertising and Design, shares the strategy behind recycling ‘The Snack That Smiles Back’ tagline in this Q&A.
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Profiles & Campaigns
Malört Embraces Unique Taste As Growth Driver
Sales for the alcoholic spirit known for its bad taste have quadrupled since 2018. The brand’s marketing hinges on consumers trying the shot with friends and sharing their experience.
