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GoGo Squeez, a blended fruit product consumed from a pouch, is known to most as a toddler's snack. But Mark Anthony Edmonson, Chief Marketing Officer at parent company Materne North America, saw an opportunity to age up the product with a new video campaign, design, product line and brand promise targeting teens and young adults.
“People perceive us—because we're in the format of a pouch—as a snack that's intended for a much younger demographic,” Edmonson told us. “We're helping consumers understand the main reasons why we were developed. We're on-the-go, easy to consume, and we still provide the nutrients that you need for your daily activities. So with that perception, with that challenge, we've had to change a few things.”
We spoke with Edmonson about the marketing vision behind the campaign—from consumer insights to influencer strategy to sustainability initiatives—as well as his thoughts on what it takes to reach the C-suite.
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