Pesach Lattin ➡️’s Post

We are seeing creator brands rise to astronomical success with built in marketing channels and partnering with 3rd parties with domain expertise to help them scale. These brands can now find distribution outside of DTC and into traditional retail. Walk down an aisle in your local super market or a convenience store and you will see these products everywhere. The new Lunchly product from Mr. Beast/KSI/Logan Paul is arriving with high expectations and a trio of the biggest creators on the planet collaborating. For me, the interesting thing is going to see if creators can compete with the CPG giants with portfolio brands with products that span multiple categories. Is the next General Mills or Kellogg's going to be a creator owned and operated business? The success of this product will be telling. https://lnkd.in/gczFZd2A

Keurig Dr Pepper Inc. has made an impressive leap from the 7th to the 2nd largest soft drink brand. Here's what they're doing right from a Digital Marketing perspective: 1. Social Media Engagement and Campaigns Dr Pepper maintains an active and engaging presence on platforms like Instagram, Twitter, and TikTok. Their humorous and relatable memes resonate well with younger consumers, and interactive content like polls and quizzes foster engagement and community building. Example: The "Fansville" campaign, a parody of a drama series set in a fictional football-obsessed town, has been a significant success. It features episodic content that keeps fans eagerly awaiting the next installment, driving ongoing interaction and brand loyalty. 2. Influencer Partnerships Dr Pepper collaborates with Creators who align with their brand values and appeal to their target audience. These partnerships help Dr Pepper tap into the Creators' follower base, increasing brand visibility and credibility. Example: Collaborations with popular YouTubers and social media personalities create sponsored content that feels authentic and engaging, boosting brand awareness and enhancing consumer trust. 3. Innovative and Interactive Content Dr Pepper leverages innovative digital content like augmented reality (AR) experiences and interactive advertisements to create memorable experiences for their audience. Example: Dr Pepper launched an AR experience where users could scan a Dr Pepper logo to unlock an interactive game or content related to their latest campaign. This drives engagement and encourages product purchases to access the digital content. 4. Consistent Brand Messaging Dr Pepper maintains consistent branding across all digital platforms, ensuring that their messaging, tone, and visual identity are uniform. Example: Their digital content consistently features their iconic logo and color scheme, and their messaging always highlights the unique 23-flavor proposition, reinforcing their unique selling point. 5. Community Building Dr Pepper places a strong emphasis on building a community around its brand. They actively respond to comments and messages on social media, creating a two-way communication channel with their audience. They also host online events and contests to further engage their community. Example: The "Pepper Perks" loyalty program encourages fans to engage with the brand online and rewards them with exclusive content, merchandise, and other perks. This program not only incentivizes purchases but also fosters a sense of belonging among fans. #DigitalMarketing #BrandStrategy #SocialMedia #InfluencerMarketing #CommunityEngagement #DrPepper #MarketingMasterclass

Growing up in Philadelphia, I distinctly remember taking my lunch to school in a brown paper bag.   Maybe it was just me, but lunch was like a Scooby Doo mystery.   Leftovers from the night before? A tuna fish sandwich? Or my go-to-favorite: your classic PB&J, sliced in half, with the crusts cut off.   Fast forward to manufacturing gains, product packaging, and a little help from Marketing, a branded, frozen, rounded PB&J with the crusts cut off has plans to hit the one-billion-dollar mark.   Let your teeth sink into that one.   Uncrustables, the flat, circular PB&J from The J.M. Smucker Co. is almost $1B with a capital B.   From Travis Kelce, the one who’s dating you know who, to soccer kiddos, to briefcase and backpack types wanting workout fuel/portable snacks, everybody seems to love this compact classic.   The J.M. Smucker Co. purchased a prepackaged company called, “Incredible Uncrustables” in 1998 from two North Dakotan fathers for $1M. The next year, Smucker’s sold $12M of product. Not a bad ROI.   Any guess as to how many Uncrustables they produce? Five million sandwiches. Daily.   For the better portion of 128-years, Smucker’s has owned Folgers coffee, Crisco shortening, Milk-Bone dog biscuits and acquired Jif peanut butter in 1991. The secret to their staying power?   MARKETING   🥜 Build a brand, one narrative at a time – Move from word of mouth, pun intended, into to reintroducing themselves. Whether it was changing the tagline, having an ad where Ludacris rapped with a mouth full of peanut butter, it was about changing the narrative.  🥪 Create a sandwich of champions – Starting with the Boston Celtics in the late 2000’s to PGA pros, MLB players and even Charles Barkley admits to having boxes stacked in his freezer. The belief that if it worked for them, then it’s good enough for me. 📈 Watch customer trends, listen more than you talk, and continue to evolve – They’ve invested in new technology and innovation to keep the pipeline full of opportunity and PB&J.   Stop reacting to noise about the declining times for the CMO. Take an honest look at how Marketing can help enable and jumpstart growth. Begin looking for opportunity rather than pessimism.   Start seeing Marketing in a new light…focused on creating compelling narratives that go beyond transactions. Choose to work with people who are both creative and strategic, inspired by what the data says (me).   The best marketers I know won’t settle for the status quo. They yearn to accelerate revenue, linking products, services, and solutions to target audiences who see real value.   What’s your company’s PB&J…ready to take a bite out of your competition? #growthmarketing #CMO #human2human #marketing #Uncrustables https://lnkd.in/eMtqy2UX

𝗪𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝗯𝘂𝘆 𝗴𝗿𝗲𝗲𝗻 𝗸𝗲𝘁𝗰𝗵𝘂𝗽? Probably not. 𝗪𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝗻𝗼𝘁𝗶𝗰𝗲 𝗮 𝗴𝗿𝗲𝗲𝗻 𝗸𝗲𝘁𝗰𝗵𝘂𝗽 𝗼𝗻 𝗮 𝘀𝗵𝗲𝗹𝗳 𝗳𝘂𝗹𝗹 𝗼𝗳 𝗿𝗲𝗴𝘂𝗹𝗮𝗿 𝗿𝗲𝗱 𝗼𝗻𝗲𝘀? Definitely. This is the story of Heinz’s green ketchup, launched in 2000 — a product that was anything but conventional. Alongside the green, the brand also produced purple and other colors with the bold goal of standing out and capturing the attention of both kids and adults. At a higher price point, of course. Although this product is often considered a "flop," its marketing campaign led to exponential sales growth in the short term, before enthusiasm inevitably dropped. What happened to the classic red ketchup? Surprisingly, 𝗛𝗲𝗶𝗻𝘇’𝘀 𝗼𝘃𝗲𝗿𝗮𝗹𝗹 𝘀𝗮𝗹𝗲𝘀 𝗱𝗿𝗮𝘀𝘁𝗶𝗰𝗮𝗹𝗹𝘆 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲𝗱 while the green product was on shelves, and it never lost that market share it gained. This phenomenon is explained by neuromarketing, specifically 𝗯𝗼𝘁𝘁𝗼𝗺-𝘂𝗽 𝘃𝗶𝘀𝘂𝗮𝗹 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 — the idea that certain products stand out and capture our attention when we’re not looking for them. In this case, it’s impossible not to notice the green bottle on a shelf full of red ones. I might decide to buy it → novelty effect → boost in sales. Or I could say, “Nope, I’m not into this, and it costs more…” But wait — who’s standing next to it? 𝗔 𝗹𝗶𝗻𝗲-𝘂𝗽 𝗼𝗳 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿 𝗛𝗲𝗶𝗻𝘇 𝗿𝗲𝗱 𝗯𝗼𝘁𝘁𝗹𝗲𝘀. In a supermarket aisle, 𝗯𝗿𝗮𝗻𝗱𝘀 𝗳𝗶𝗴𝗵𝘁 𝗳𝗼𝗿 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻. There are no unfair tricks — 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝗮 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘁𝗼 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗶𝘀 𝗮 𝘄𝗶𝗻. Making them pause with an unexpected novelty means you’ve made them spend more time with your brand and remember that you exist. In the images below, we see two heat maps of the same photo: one with green ketchup and one without. Notice how, in both cases, the attention is focused at the center of the visual field. But here’s the catch: the green ketchup doesn’t just stand out because it's different; 𝗶𝘁’𝘀 𝗮𝗻 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗰𝗮𝘁𝗮𝗹𝘆𝘀𝘁. But why green? It complements red, creating maximum chromatic contrast. The takeaway from this story is that whether you love or hate the green ketchup, Heinz knew exactly what it was doing. It wasn’t just releasing a new product — 𝗶𝘁 𝘄𝗮𝘀 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗮 𝗵𝗼𝗼𝗸 𝘁𝗼 𝗰𝗮𝗽𝘁𝘂𝗿𝗲 𝗼𝘂𝗿 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻. #marketing #neuromarketing #branding #consumerbehavior #attention #heinz #ketchup #innovation

🥤 Dr Pepper has climbed to the No. 2 spot, sharing it with Pepsi. Discover how strategic marketing and unique flavors have made Dr Pepper a standout success. 🍓 Read more on our blog! https://lnkd.in/esscG4UV

Savor the Flavor Heinz's global campaign, "The Wait," which celebrates consumers who are willing to wait for its ketchup, is underpinned by several strategic marketing principles. The campaign highlights and reinforces consumer loyalty to Heinz ketchup. By focusing on those who would rather wait for Heinz than settle for another brand, the campaign underscores the idea that Heinz ketchup is worth waiting for, implying a superior quality that consumers prefer and are loyal to. The campaign reinforces the values and identity of the Heinz brand. It communicates that the brand is not just about ketchup but also about quality, tradition, and an unmatched taste that customers are devoted to. READ ARTICLE: https://conta.cc/492Gry2 #HeinzTheWait #WorthWaitingFor #KetchupPatience #HeinzLoversUnite #SavorEveryDrop

Savor the Flavor Heinz's global campaign, "The Wait," which celebrates consumers who are willing to wait for its ketchup, is underpinned by several strategic marketing principles. The campaign highlights and reinforces consumer loyalty to Heinz ketchup. By focusing on those who would rather wait for Heinz than settle for another brand, the campaign underscores the idea that Heinz ketchup is worth waiting for, implying a superior quality that consumers prefer and are loyal to. The campaign reinforces the values and identity of the Heinz brand. It communicates that the brand is not just about ketchup but also about quality, tradition, and an unmatched taste that customers are devoted to. READ ARTICLE: https://conta.cc/492Gry2 #HeinzTheWait #WorthWaitingFor #KetchupPatience #HeinzLoversUnite #SavorEveryDrop

Wait, didn’t we just talk about Heinz? 🤔 ***2k 🐦 800k 👍 +500 clients 🍽 *** Well... yes, but I figured we’d do one more because when it comes to reactive marketing, Heinz is one of the GOATs. This time, Heinz tackled an interesting challenge – restaurant owners refilling ketchup bottles with off-brand ketchup. Instead of ignoring it, Heinz turned this issue into a genius marketing opportunity that not only solved the problem but also connected with their audience in a creative way. The issue was simple: restaurants were refilling Heinz bottles with cheaper ketchup, and Heinz knew this could hurt their brand image. So, they launched a campaign showing the importance of that iconic Heinz red color. The message? "If it’s not Heinz red, it’s not Heinz." 🍅 This clever move directly addressed the problem while educating consumers on how to spot the real deal. It grabbed attention, started conversations, and reminded everyone why Heinz is the top dog in the ketchup game – all with just a simple red line around a familiar design. Heinz made people feel like they’re part of something special. It’s not just about selling ketchup – it’s about maintaining the trust of the people who love their brand. And when companies show they’re paying attention, that connection with their audience only gets stronger. The takeaway here is huge: what Heinz did isn’t just for big corporations. Whether you’re a small business or just starting out, you can adopt the same principles. Listen to your audience, address their concerns, and show them you’re paying attention. When you make those connections, your brand can grow no matter its size. full video in comments!

In the crowded world of beverages, where giants like Coca-Cola and Pepsi reign supreme, Dr Pepper has carved out a unique and enduring niche. What's the secret behind its continuous growth and lasting appeal? It all comes down to one word: weird. They didn't try to be Coke or Pepsi.  They celebrated what made them unique.  And it paid off big time. Brands often think that they've got to fit in to succeed. But, the reality is the key to unlocking continuous growth is standing out--boldly and unapologetically. It allows brands to carve a space for themselves in the market. Dr Pepper's story taught me the importance of:  ↳ Staying true to who you are. ↳ Not being afraid to stand out. ↳ Building a community that loves your brand for its quirks. When you're real, people notice  When you're authentic, you build trust. When you're different, you stick in their minds. Be weird  Be you Checkout my Inc. article for 6 lessons on growing your business the Dr Pepper way. Keurig Dr Pepper Inc. #drpepper #LoveYourWeird #limitlessGrowth