While developing Millennia Tea, which is freshly picked tea that is immediately flash-frozen to maximize antioxidant levels and stocked in the freezer aisle, co-founder and CEO Tracy Bell turned to SOSV Food-X accelerator program for assistance with branding and to convince retailers to carry the unconventional product. "For us, it is the contacts and the access to subject matter experts along every step of the process from sourcing and supply chain" to marketing and publicity, Bell explained about the decision to work with Food-X.
Food and beverage producers aren't doing enough to solve the plastic waste crisis and need to be at the forefront of solving it, said Simon Lowden, PepsiCo's chief sustainability officer. "A company like Pepsi has a massive responsibility to, if not make a change, be a catalyst for change," said Lowden, adding marketing should address the problem to boost awareness.
Brands that want to expand their customer base and engage with the African American community -- which has about $1.3 trillion in annual buying power -- can find value in influencer marketing, writes Corean Canty. The key is tapping brand ambassadors that are genuine and reflect your brand's culture, such as Olympic gold medalist gymnast Simone Biles' work with Coca-Cola.
Generation Z likes a mix of content formats, expressing a preference for articles that contain interactive elements such as quizzes, favor video and are also twice as likely as millennials to watch video ads that last longer than 20 seconds, per Connatix. "When the ads are humorous, relevant, and engaging, the feeling that it is averting the viewer may not be as strong as it can be with other, longer forms of content," says Jenn Chen of Connatix.