Trendwatch
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Trendwatch
Lifetime value is key for beverage marketing, Bero VP says
Premium nonalcohol beer brand Bero, which is co-founded by spiderman actor Tom Holland, is using a paid membership model to help drive repeat purchases. Bero is untapping a niche for itself: premium nonalcoholic beer. The brand launched in October 2024 with actor Tom Holland as the co-founder. Bero is targeting affluent consumers who are transitioning […]
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Q&A with Bombay Sapphire brand director: Let’s make gin relevant
Bombay Sapphire’s brand director Jamie Keller details the campaigns and sponsorships the brand is using to ignite sales on the under-consumed spirit. Bombay Sapphire’s brand director Jamie Keller is working to “break the taste barrier” for gin in the U.S. Although growing in market share, gin only captures 3% of the spirit market in the […]
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Forbes’ most influential CMO Bozoma Saint John shares her top marketing tips
Former Netflix CMO Bozoma Saint John discusses how marketers need to understand culture and infuse their authentic selves into their work. Bozoma Saint John is unapologetically herself. No matter if that’s in the C-suite or the cast of The Real Housewives of Beverly Hills. Saint John’s executive tenure includes chief marketing officer at Netflix, chief […]
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‘Era of less’ continues for CMOs
Retail chief marketing officers report a marketing budget that is 7.1% of a company’s revenue, a decrease from last year and lower than the average across industries. Gartner’s annual CMO Spend Survey finds that marketers are continuing to operate with a reduced budget post-pandemic, with a mean budget of 7.7% of a company’s revenue in 2025. […]
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Cosmetic brand E.l.f. raises its prices $1 due to tariffs
E.l.f. takes a casual tone to its Instagram announcement of its tariff-driven price increases, which start Aug. 1. Cosmetic brand E.l.f. announced on its Instagram channel that it is raising its prices by $1 on all of its products starting Aug. 1 due to tariffs. The brand made the announcement using a casual […]
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Shoppers notice tariff-fueled higher prices, adjust spending
A new study finds that shoppers report making fewer purchases recently, or have switched brands because of higher prices. While shoppers may be struggling to keep up with the on-and-off again tariff headlines, they are noticing the result: higher prices. According to a survey of 1,000 U.S. adults in April conducted by ecommerce platform Vtex […]
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How affiliates drive long-term value at Topdrawer
Topdrawer’s top marketer talks tariffs, physical stores and the Wirecutter. When marketers have to choose between driving conversion and building brand awareness, Topdrawer’s Poonam Chitnis says affiliates can hit both goals. Chitnis is vice president of operations and marketing executive at Topdrawer, a manufacturer and seller of leather goods, accessories and other “creative tools.” Akira Ito […]
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The Honest Kitchen CMO bets on authenticity in new marketing campaign
The 23-year-old pet food brand highlights messy pet moments in its first full-funnel marketing campaign. Chief marketing officer Miki Dosen details the campaign’s inspiration, strategy and early results. For the first time in its 20-plus years, pet food company The Honest Kitchen launched a full-funnel marketing campaign. With its launch into PetSmart stores across […]
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Ulta wants in on Beyoncé’s Midas touch
Retail chain Ulta announced it was the official beauty partner for Beyoncé’s Cowboy Carter concert tour. The retail chain will reveal seven looks inspired by the superstar’s most recent album — Cowboy Carter — and seven cities where the tour will be. Ulta will curate an assortment of makeup and skincare to create that look. […]
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Fat Brain Toys calls out tariff price increases on product pages
The CEO of Fat Brain Toys shares why he’s highlighting its tariff-driven price increases and what’s next. Fat Brain Toys is highlighting the impact of tariffs on its prices to its shoppers. On its product detail pages and shopping cart page, the toy retailer specifically highlights how much it has increased the product’s […]
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