April Berthene
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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.
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Shopper/Retail
Catalina Crunch’s New CMO Plans to Target GLP-1 Users and ‘Macro-Maxing Moms’ With Tailored Messaging
Charlotte Mostaed, who hails from Procter & Gamble, Pom Wonderful and Health-Ade Kombucha, plans to emphasize Catalina Crunch’s macros on its packaging and lean on influencers who already love the brand. As the new Chief Marketing Officer of Catalina Crunch, Charlotte Mostaed is ready to make the consumer packaged goods brand a household name. Across […]
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Tech & AI
Generative AI Platforms Recommend the Same Handful of Brands
A new report finds that ChatGPT, Gemini and Perplexity never recommended 78% of ecommerce brands in their own categories. Brands can improve their generative AI citations by boosting their visibility in reviews, media and forums.
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Shopper/Retail
Gen Z and Millennials Now Drive Half of Holiday Spending
New data from Deloitte finds shoppers plan to spend 4% more this holiday season, with Gen Z and millennials planning double-digit increases. Deals, early shopping and tech tools will also define 2026 holiday shopping.
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Shopper/Retail
Why Bob’s Discount Furniture Tweaks its Microdrama Strategy After First Season Drives $9 Million
Chief Marketing Officer Steve Nesle discusses the brand’s innovation budget and why it switched to using content creators for its entertainment series “Till Decor Do Us Part.”
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Shopper/Retail
Ryde Builds Awareness with Athletes, From NIL Interns to Rob Gronkowski
The supplement shot brand offers internships to athletes in its NIL program, and its campaign with the former NFL star reached 20 million consumers and lifted sales of its Focus and Sleep shots.
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Shopper/Retail
Eos Shares How It Turns Organic Users Into Brand Amplifiers
Senior Vice President of Marketing and Creative Carley Caldas explains how the cosmetics brand’s ‘scrappy’ social team finds creators who will connect its products to culture on social media and in person. Plus, how Eos measures success at events.
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Shopper/Retail
New HealthyBaby CMO Taps Into Content Background to Grow Diaper Brand
The better-for-you diaper brand is turning on influencer marketing and beefing up its educational content to build awareness. Chief Marketing Officer Meredith Gieskes shares how her background informs the strategy for her new role in this Q&A.
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Shopper/Retail
Fanatics Fights Out-of-Stocks to Win Over 100 Million Fans
The retailer’s Senior Vice President explains how its new demand plan balances cost and risk while working to optimize the customer experience with faster shipping and in-stock products.
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Shopper/Retail
Whoop’s Marketing Shift Drives Hypergrowth and Demand Planning Woes
The brand’s marketing pivot to everyday consumers fueled 85% member growth and a surprise 300,000-unit holiday order. Here’s how the health wearable is retooling planning to keep pace.
