Robin Kendric Triplett

The marketplace will look a lot different in five years. Mars United's Michele Roney offers 8 trends every hopeful network needs to consider in this new report. Check it out here: https://lnkd.in/gj7Y4HFY

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The marketplace will look a lot different in five years. Mars United's Michele Roney offers 8 trends every hopeful network needs to consider in this new report. Check it out here: https://lnkd.in/gFNQnU-h

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Arc was the most-awarded commerce agency at this year’s REGGIE Awards. 9 times. Reality: When you choose a life in marketing, you don’t always get to market things (brands, services, ideas) that directly align with your personal values. This year’s award-winning work created in partnership by Arc and Unilever: - Amplifies multicultural voices - Eschews perfection - Promotes family connection and positive self-worth in young women - Provides affordable, healthy meal options to families Do these align with my personal values? Yes. Yes. Yes. And…Yes. It thrills me to see this work connect with people, build businesses, perpetuate good in the world, and receive recognition for all of it. #IrresistibleCommerce #REGGIE #award #Unilever #ClientPartner #arcww

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw

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In this episode, the folks at Together Equal and I chat and take a deep dive into LGBTQ+ representation in marketing and media. We explore under-represented groups, balancing profit with social good, and how we, as consumers, can drive change. Finally, we tackle pink-washing, celebrate diversity wins, and define what makes a true LGBTQIA+ ally. Andrew Milne, Sarah Aird-Mash Pink Media https://lnkd.in/eKynVPBc

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Talk about a sweet (and salty) deal! 👆Continues the trend of focusing on strengths for growth in CPG M&A. It's official: Mars will be acquiring Kellanova for $35.9B per the statement on Mars.com. The combined brand portfolios will give Mars substantially greater presence in snacking and confectionary as well as granola/cereal bars. They are building on a solid foundation with equally strong addition: This is less than a year after Kellogg Co. split and only a few months since Kellanova ramped up their commercial activities from merchandising to pack size to a feature movies to forecast an organic 3% lift in sales this year. Brands have been optimizing their portfolios, adding brands to their focus categories while ditching those that aren't delivering: The J.M. Smucker Co. sold Crisco (B&G Foods) and several pet brands to Post Consumer Brands along with other sales while acquiring Hostess Brands. B&G Foods Inc. picked up Crisco from is considering divesting Green Giant after sales dropped 16.9% Post has also acquired some cereal brands, combined with their pet purchases contributed a 23% sales lift in Q2. Having a greater presence in their target categories helps brands hold and/or gain their share, especially private label. The consolidated power and budgets make it more difficult for emerging brands to compete. Makes it especially important that: 1) use social & in-store to build brand/community and inspire/add value 2) ensure packaging both pops on shelf AND is easy for consumers to read 3) leverage retailer programs for increased discovery & trial via secondary locations, flyers, loyalty program points etc 4) use discounts and rebates to drive sales ------------------------------------------------------------- Get more product off shelves and into baskets with the latest in CPG, retail & consumer trends at 10:30am M, T, H & Sat by following Jared Kligerman! Launch new products with confidence & gain market share with Caddle - DM me to learn more. Sources: Food Business News, Food Dive, Mars, Refrigerated & Frozen Foods Magazine, Strategy Online #CPG #foodandbeverage #confectionary #petfood #snacks #acquisition

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New Thirst Shots - Unbridling Bourbon for a New Era For centuries, #bourbon has been celebrated as the quintessential American spirit. And while its rich history has always driven relevance, we're beginning to see how an over-reliance on one-dimensional category stories can limit its potential. In the latest edition of Thirst Shots, we uncover 3 distinct opportunities for Bourbon brands to bring fresh perspectives to centuries-old customs, without losing credibility. - The near-universal use of Americana as a foundation for the bourbon category has blurred brand lines, creating a homogenous world of bourbon. In a category saturated with compelling stories and high-quality liquids, brands will need to reconsider their innovations, brand identities, and consumer interactions to achieve substantial differentiation. How might you disrupt bourbon's traditional tropes to differentiate your brand and captivate a new generation of consumers? - Given a fundamental shift in how consumers expect to be met, bourbon's traditional emphasis on process and provenance risks losing its allure. To stay relevant, bourbon brands must consider how they engage consumers in ways that transcend their products. How can we transition from storytellers to architects of the next generation of novel, memorable experiences? - The last decade has seen an exorbitant increase in more diverse American whiskey consumers, as well as a larger on-trade presence. With a changing demographic and more frequent consumer interactions, there is opportunity to explore new avenues for recruitment and consumption. How can we abandon outdated whiskey tropes and invite consumers to explore new bourbon occasions and serves? Visit our website to view the full piece >>> https://lnkd.in/egKrgtjs #bourbon #beverage #Thirst #brand

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Winning with Culture! Group Black is your key to unlocking measurable brand growth. Let’s discuss how we can do it for you.

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Really good take aways from the April POSSIBLE Get the Trends Report 👉 https://ow.ly/yOmQ50S8EF0

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Exciting to witness Krispy Kreme's uptick in social engagement and foot traffic from their recent partnership with PrettyLittleThing. However, noticing a sales gap in grocery locations highlights a key lesson: ensuring partnership alignment across all channels is essential for success. Broader distribution requires tailored strategies.

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We're running a webinar for Brands in a couple of weeks' time on Retail Media from an Advertiser's perspective (all of the information can be found below). If you're a CPG Brand Manager, Shopper Marketer, Ecommerce Owner, or you're in Digital Marketing, this could be a helpful session for you. A lot of the content out there right now is based on the theory - our intention for this session is to make it super practical & based on real-life case studies of those who we think are getting it right. We have a great panel line up, so you'll be hearing contributions from brands on how they're working in their organisations to set up for success in this 'new world' of advertising and I'm hoping they'll also be brave enough to tell you what they've gotten wrong too!

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Are you part of a new retail media network? Don't miss this piece from Mars United Commerce's Michele Roney outlining 8 steps to continue growing a sustainable, successful business: https://lnkd.in/giwsdA3p Reach out if you'd like to discuss your strategies for success! #retailmedianetworks #retailstrategy #ecommerce

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Bye Bye Barbie 🩷 Deadpool ❤️ and Wolverine 💛 are this summers blockbuster collab dream 💭 moment for marketers. Many brands have already jumped on board and I have to say all are pretty good from Kraft Heinz to Xbox to Jack in the Box, Oldspice and HEINEKEN Beverages they all hit the tone just right. The ADWEEK article below does a great job summarizing it all. Now where do influencers fit into all this? Amplification! Storytelling! Reviews! There’s already tons of content on social media and influencers are sharing their thoughts by tapping style trends like skits and duets to talk anything from new popcorn bucket, top 5 scenes, theatre content and of course reviews. Listen up marketers 🗣️ whether you do an official collab or not, you can find your way in. Just make sure you stay relevant and it makes sense and you don’t come off as awkward or cringy. I know what I am doing tonight? Sound off 📣 on brands who should be collaborating…tag the brand. Let’s share those ideas with them. I’ll go first Dunkin'​ 🍩 ☕️ does so many cool collabs and has been hitting it out of the park. Where’s my Deadpool and Wolverine drink or donut? I’d love to see them visit a store and bring a funny skit to life. #marketing #influencer #creator #social #content #movie #collaborations

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NUMBERS DON’T LIE: Retail Media is on the rise. At this years #possible24 the continued rise of retail media wove its way through plenty of on-stage conversations. From Diana Haussling discussing how Colgate-Palmolive is addressing a true omni-channel approach, to Vinny Rinaldi, Evan Hovorka and Dave Kersey discussing how budgets are blending outside of just trade dollars into the RMN eco-system. Newly released data would indicate that the opportunity is in fact at hand for brands, agencies and retail media groups to collectively drive sales against working ad dollars. So how does that change the potential mix of media and who benefits the most? Leave an opinion in the comments below 👇 #retailmedia #marketing #mio https://flip.it/SBmQgk

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Exploring new horizons in the consumer goods industry is key to revitalizing its remarkable growth from the 2000s. In the 3rd edition of our State of CPG report, Jessica Moulton, @pavlosExarchos, and @WarrenTeichner dive into the four megatrends shaping topline growth and how companies can enhance their value creation models for the future. Read more here: https://lnkd.in/epKZjrAY

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