Yogurt brand Siggi’s is out to broaden its reach.

Revenue grew 26% year over year in 2024, largely due to sales from existing customers, according to Christopher Malnar, Vice President of Marketing at Lactalis U.S. yogurt, which owns Siggi’s. But looking ahead to 2025, Siggi’s wants to acquire more customers and capture a wider audience.

To that end, it recently announced fitness instructor Emma Lovewell as a brand ambassador, or “Chief Live Well Offiskyr.” Best known for being a Peloton instructor, Lovewell also creates content for her blog and social media platforms. The goal is tap into her health-and-wellness-focused audience. Here’s how the brand intends to do it.

CES was about a month ago, which means our human brains have had time to process all of the conversations, insights and innovative technology, and reflect on what we’ve learned. We spoke with Deborah Golden, Chief Innovation Officer at Deloitte, to compile the most important takeaways for marketing executives—from multimodal AI to gamified ads to co-creation of content.

At the start of this year, major data-privacy laws took effect in Delaware, Iowa, Nebraska, New Hampshire and New Jersey—the latest in a series of regulations that reflect people’s desire to have a say in how their data is collected, used and distributed. For marketers, this requires change. Here are four ways marketers can stay compliant and effective amid new privacy regulations.

Lastly, brands activating at the Sundance Film Festival this month continue to elevate their presence at the annual event for an audience of filmmakers, cinema enthusiasts and media folks. We look at how nine brands showed up for the film industry this year, from Chase's glass chalet to Acura's energy house to Audible's listening lodge.

Until next week,