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.
Our conversation with TurboTax about its March Madness campaign, reaching Gen Z audiences, new market opportunities, and more.
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…
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…
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…
We caught up with White Claw at SXSW to discuss the strategy behind the brand's Shore Club experiential platform.
CM Weekly March 12, 2023 Grassroots marketing is all about getting “brand in hand, in the context that makes sense,” Mark Kirkham, SVP and CMO of PepsiCo International Beverages, told Chief Marketer this week. But in sports marketing, including the work he’s doing for Gatorade’s 5V5 international girls soccer tournament, there is the potential to…
We spoke with Kirkham about recent campaigns for Gatorade and 7UP, the challenges facing global marketers today and restaging an iconic brand.
CM Weekly March 5, 2023 Last year’s Market Like a Mother recipients were honored amid a stark reality: Hundreds of thousands of women had left the workforce over the course of COVID-19, the mark of a sluggish pandemic recovery marred by inconsistent school re-openings and sporadic quarantines that disproportionately affected the careers of working moms.…