How to engage fans of the nation's fastest-growing sport.

CM Weekly April 9, 2023 The Nutrabolt-owned C4 Smart Energy drink rebranded this week, armed with six new flavors, revamped packaging and an updated formula with new ingredients—including a plant-based caffeine source and citicoline, a supplement that promotes focus and attention—all to support its move into the “functional” energy drink category and brand repositioning as…

We talked through C4 Smart Energy's rebrand with Zajic, who joined the company in late 2022, as well as his overall growth strategy for Nutrabolt’s brands.

adidas opted to highlight female athletes during the FIFA Men's World Cup with a trio of 121-foot by 95-foot murals carved in sand.

CM Weekly April 2, 2023 TurboTax is perceived by most consumers as a do-it-yourself tax service, while its live full-service product, which enlists experts to assist users with doing their taxes, is less familiar to the public. Associating TurboTax with the latter is the brand’s primary marketing focus this year, and it’s amplifying that message…

Explore 18 brand activations that were on the ground at SXSW 2023.

CM Weekly March 26, 2023 The detrimental effects caused by years of pandemic-related quarantines and subsequent social isolation—a phenomenon experienced in solitude and yet shared globally—has shed new light on the importance of mental health and wellness practices. And naturally, that cultural shift has permeated marketing campaigns, even in cases where a brand’s connection to…

Our conversation with LG about its Game 4 Good series, the broader “Love the Game” platform and how the brand is tapping new channels to spread the word.

CM Weekly March 19, 2023 The annual South by Southwest (SXSW) conference and festival tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech crowds are in attendance. But for a brand like White Claw, which was “born out of culture,” according to Vice President of…

How Tetley Tea created a moment of Zen amid chaos.