April Berthene, Author at Chief Marketer

Life Insurance Company Ethos Taps Celebrities For Marketing

Ethos’ advertising budget increases 50% as it pours dollars on its celebrity influencer strategy.

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.

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.

Shopper/Retail

AI Delivers High-Value Shoppers to Retailers, New Data Finds

Shoppers coming to a retailer’s site from an AI source spend 53% more revenue per visit and have a 60% higher conversion rate than shoppers from a non-AI channel.

Shopper/Retail

Carhartt Takes New Angle on NFL Marketing

Carhartt’s latest campaign highlights the work and tradespeople behind the new Buffalo Bills Highmark Stadium. By celebrating tradespeople, Carhartt showcases its authenticity and aims to inspire more people to learn a trade.

Shopper/Retail

Open Farm CMO Says Brand Awareness Campaigns Need to Drive Sales

Premium pet food brand Open Farm launches its first brand-building campaign. Sales are up in its test markets, faster than expected.

Shopper/Retail

Blenders CEO Dishes on Why Its New Creator Will Elevate the Sunglasses Brand

Blenders hires Jordan “The Stallion” Howlett for the newly created role of Chief Content Officer. Howlett will advise the Blenders marketing team on storytelling.

Shopper/Retail

Clarks Steps Up Influencer Marketing In Affiliate Program Overhaul

Shoe brand manufacturer Clarks is now working with hundreds of content creators in a push to increase brand awareness and acquire more customers on social media.