With many Americans avoiding holiday travel this year amid restrictions caused by the pandemic, dreams of vacationing in a tropical paradise with a piña colada in hand will be in full effect. And that’s precisely where Bruno Mars-owned SelvaRey Rum aims to position itself. After three years of planning and creative direction from Mars himself, a packaging and visual rebrand, anchored by the tagline “Tropical luxury, wherever you are,” launched in November.

We spoke with SelvaRey’s newly minted CMO Brielle Caruso about the inspiration behind the rebrand, the importance of experiential, the state of diversity in the spirits industry and her journey to landing the role of CMO.

2020 has been a banner year for ecommerce. But personalized online experiences have plenty of room to improve, evolve and mature. We look at five predictions for ecommerce personalization in 2021, from image recognition functionality to psychographic profiling to pinpointing long-term consumption patterns.

Direct-to-consumer brands are shifting their marketing priorities during the pandemic. Despite the economic challenges experienced by many consumers, companies that focus on compelling creative and retention can successfully avoid subscription churn. We look at how DTC brands are adapting and converting customers even in trying times.

Lastly, marketing campaigns in the fast food category have showcased some clever tactics of late. Here’s how McDonald’s, KFC and Chipotle are charming consumers with unique digital and brand promotions.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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