CPG Archives - Chief Marketer

Oasis Dates Targets $100M in Year One With a Wonderful Pistachios Playbook

Oasis Dates CEO and former Wonderful Company marketing executive Adam Cooper explains how he’s turning North America’s largest date grower into the category’s leading consumer brand with a multimillion-dollar campaign, in-store displays and retailer support.

Shopper/Retail

Blue Diamond Turns to Protein, Young Shoppers and Julianne Hough to Reignite Almond Milk Category

Almond milk brand Blue Diamond launched two new products, and after hitting 30% distribution and a 30% repeat purchase rate, it is now investing in a brand awareness campaign with “Dancing With the Stars” alum Julianne Hough.

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.

Acquisition

Mars Wrigley Marketing VP Talks Valentine’s Day and Connecting With Consumers

Mars Wrigley’s vp of marketing discusses the importance of seasonal marketing and year-round social engagement.

Profiles & Campaigns

Filippo Berio Connects With Cooks Via TV

The olive oil is testing connected TV ad placements with
services such as Hulu and Sling to reach younger buyers.

Profiles & Campaigns

Unilever Invests in People to Boost Marketing Power

The CPG powerhouse is investing in digital channels and
people to increase its focus on real-time campaigns.

Profiles & Campaigns

Q&A: Heineken Taps Into Experiences to Create Relevant Marketing

Heineken USA’s Jessica Robinson discusses ways the company is utilizing experiences like the royal wedding to promote brands like Strongbow and Red Stripe.