CM Weekly December 3, 2023 Nespresso's premium coffee and machines hail from Europe, where coffee’s reference point and primary consumption method is a short shot of espresso. But according to the brand’s trend research, Gen Z consumers in the U.S. experience coffee differently than its core customer does. This generation is accustomed to cafes on…
CM Weekly November 26, 2023 CM’s “Marketers on Fire” editorial series highlights the people and campaigns that are shaping, pushing and disrupting the marketing industry. The profiles offer insights from executives at the top of their game, spotlight innovative programs and erudite thinking, and provide career advice to those with C-suite aspirations. Here’s a look…
CM Weekly November 19, 2023 A congratulations is in order, folks. Chief Marketer has revealed the finalists of the 2023 Pro Awards, recognizing the most outstanding campaigns in promotional marketing across 40 categories. This year’s winners demonstrate the evolution and innovation of promotional marketing, which continues to deliver exceptional campaign results for some of the…
CM Weekly May 14, 2024 To kick off back-to-school shopping season, Target-owned delivery service Shipt launched its first foray into virtual experiences with an immersive racing game on Roblox, where players can deliver school supplies and snacks, claim orders for pickup and delivery, and earn currency for accurate, on-time deliveries. Based on the insight that…
CM Weekly November 12, 2023 When we last spoke to Cotopaxi’s Chief Brand Officer Brad Hiranaga, he was just settling into his new gig at the sustainable outdoor apparel brand. He touched on his vision for the mission-driven company, the intricacies of storytelling at a founder-led operation and insights gleaned from leading tops brands at…
CM Weekly November 5, 2023 Before Discover launched its massively popular “Especially for Everyone” commercial and brand platform featuring comedic darling Jennifer Coolidge, the company set out to verify precisely what consumers valued about the brand. They had an idea, of course. They knew that the credit card’s cash rewards and no annual fee features…
CM Weekly October 29, 2023 Hydrafacial, a patented skin treatment performed by estheticians in medical offices, spas, hospitality venues and beyond, began as a B2B business that marketed solely to providers of the device-based procedure. But over the last 18 months, the brand has carved out a new marketing approach that combines B2C tactics to…
