This week we are tipping our hats to the risk takers.

Risk takers often reap big rewards and this week, Mountain Dew won big with a “Game of Thrones” packaging stunt that leveraged seemingly blank cans with clever messages tied to the show. Read on for what made the reveal so unique.

And speaking of compelling promotion campaigns, this week we also announced our call for entries to the 2019 PRO Awards—the industry’s only recognition program for outstanding promotion marketing. Disrupting the norm has always been the linchpin of the promotion marketing community, so start your engines and show us what you’ve got!

Also not to be missed this week is our deep dive into Gillette’s activation at the first TwitchCon to take place outside North America, and our one-on-one chat with Shannon Keller who takes us on her journey as the first CMO for True Food Kitchen.

Another mover and shaker, Citrix CMO Tim Minahan, also discusses how the B2B software company is leveraging a partnership with Aston Martin Red Bull Racing to highlight its technology at races around the world.

Have a great rest of your weekend and see you back here next week.

Patty Odell
Senior Editor - Chief Marketer