Marketing

United Sodas’ playbook for launching a new brand

United Sodas of America unveiled its line of 12 flavors of low-calorie soda last May, which came after two years of development. At the most recent Modern Retail+ Talk, co-founder and CEO Marisa Zupan said the compant surpassed forecast sales by 5x over the past month. “Learning about people’s behavior at their delivery preference was valuable during this period,” she said.

Latest Stories

  • JUN 12, 2020

    Saucey’s guide to launching successful branded partnerships

    At this week's Modern Retail+ Talk Saucey founder and CEO Chris Vaughn spoke about how the company, which launched in 2014, has grown and evolved its philosophy on working with brands. In the early days, the platform tried to find any big name in alcohol that would work with it. Today, the service is available in 40 different markets around the United States and finds itself sometimes turning down campaigns.

  • JUN 09, 2020

    DTC startups are reinvesting in out of home — but the strategy has changed

    As cities start to re-open, some out of home advertisements are starting to come back. Subway advertisements are still out, but DTC startups are taking to take a second look at launching new out of home campaigns in cities with lots of car owners -- as people start driving to more places again -- as well as in places near where people may be spending a lot of time outside.

  • MAY 19, 2020

    As people stay home, Pinterest is teaching retailers how to use its platform

    Pinterest's retail partnerships team at Pinterest has been sharing data with participating retailers “on a weekly basis," said its head of retail. The social media platform has been giving brands ideas on the kind of content customers are searching for on the platform.

  • MAY 08, 2020

    ‘Spend on marketing if you’re getting a discount’: Mike Duda on how to navigate the new CAC landscape

    Just because CAC is down, it doesn't mean aggressive marketing is right for everyone, said Mike Duda at this week's Modern Retail+ Talks. He explained what the new landscape means for DTC brands' future and how to think about longterm growth.

  • MAY 04, 2020

    Alcohol brands move ad dollars away from billboards to delivery startups

    For Bacardi, “For us this is part of our larger, long-term strategy," said Lorran Brown Cosby, vp of digital commerce at Bacardi North America.

  • APR 13, 2020

    How retail brands are rethinking their PR strategies — and budgets

    With retail budget cuts and furloughs, PR spending has naturally been put aside for many brands. This shift in organic marketing is seeing a new era when it comes to agency retainers and dedicated in-house public relations.

  • MAR 20, 2020

    How brands are adapting to the expectations of an increasingly vegan generation

    Studies suggest around 80% of Gen-Zers expect to consume fewer animal-related products in the coming year, over 30% intend to be on entirely meat-free diets by 2021 and 44% think being vegan is cooler than smoking. But Gen Z’s culture and attitudes surrounding plant-based products are very different than those of their elders, and what’s resonated with Millennials isn’t going to cut it with a new generation of consumers for whom availability of non-animal-based products is expected.

  • MAR 18, 2020

    What’s trending: Experts decode Generation Z

    Now that members of Generation Z are entering the workforce and beginning to flex their purchasing power, marketers want to better understand these individuals who were born from 1995 to 2012. Seven Gen Z marketers and entrepreneurs share their insights from the frontlines.

  • MAR 12, 2020

    Explainer: What are Chinese KOLs?

    Here is how China's peer to peer KOL marketing, known as the drivers of “social commerce,” help brand achieve sales.

  • MAR 10, 2020

    Hand sanitizer brand Touchland has built a 10,000-plus waitlist amidst coronavirus fears

    Andrea Lisbona, founder and CEO of hand sanitizer brand Touchland, was hoping for a year of fast revenue growth. But her projections were completely shot out of the water thanks to a surge in demand over the past few weeks for hand sanitizer, caused by people buying more of the product over concerns of catching the coronavirus, or COVID-19. Lisbona said that within the past few weeks, Touchland has sold more than 250,000 orders, which works out to about 800% growth.

  • FEB 26, 2020

    The go-to retail influencers on Tik Tok right now

    Retailers’ use of TikTok is still in its early days, but many are already testing the water by partnering with existing influencers on the popular app. While many brands aren’t necessarily building out official pages on the video sharing platform, retailers like Target, Kroger and Walmart are finding value in early investment in youth-geared social network.

  • FEB 26, 2020

    DTC health care startup Ro is using digital billboards to advertise its new products

    When DTC health care startup Ro launched in 2017, the startup was initially focused on connecting male patients with doctors to discuss medical conditions like erectile dysfunction and hair loss. Today, Ro now sells medication to treat 11 different conditions under three brands: Roman for men, Rory for women, and Zero, which is focused on nonsmokers. As Ro's potential audience grows, it is finding it is increasingly having to rely on more than just Facebook and Google search ads to reach new customers.

  • JUN 23, 2020
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Amazon Advertising Strategies Virtual Forum
Jul 20–Jul 22, 2020

The Amazon Advertising Strategies Virtual Forum is a series of presentations, workshops and talks taking place over three mornings that’ll help you navigate and survive our current crisis and the acceleration of e-commerce that has come with it.

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