Adlucent’s Post

When I started at BrewDog, every cool bar wanted to stock their beer. When I left 3 years later, no one did. This isn’t a BrewDog problem. It’s a question every founder has to contend with: “How do I manage my beloved indies when I go into the supermarkets.” innocent had the same problem, look up what happened when they almost went into McDonald’s (death threats although not from indie retailers!) - You need your early adopters to help get you off the ground - But if you want to scale, you know you’ll lose a chunk in the process - It happens to every brand that scales up My advice to scaling founders: > Accept it’s going to happen > Don’t mourn “being cool” > Help your indies where you can but accept you lose a lot of love when you go big > Embrace your new scaled up world (it’s got a whole bunch of new challenges!) Which other brands should I have included who have faced a backlash as they grew? --- ♻ Repost if you found this useful 😻 Give me a follow for more insights on challenger brand marketing

Whassup? In December 1999, Budweiser launched a campaign that would become a cultural phenomenon: "Whassup?" Inspired by Charles Stone III’s short film "True," the ads featured friends enthusiastically greeting each other with "Whassup?" while enjoying Budweiser and a game. This simple, authentic interaction resonated deeply, turning a casual greeting into a viral sensation. It wasn't just an ad—it was a reflection of genuine friendship and humor, sparking parodies and becoming a staple of pop culture. Winning top awards like the Cannes Lions Grand Prix, the campaign showcased the power of authenticity and simplicity in advertising. Years later, "Whassup?" remains a testament to the enduring impact of a great idea executed brilliantly. Cheers to the campaigns that transcend their purpose and become part of the cultural. 🍻 #Advertising #Marketing #Storytelling

“Seeing this strategy in action was actually better than we even expected it to be. The results came quickly and really validated the partnership we had with MessageGears in the first place." Alignment between brand and local creators can be tricky, but there's no denying the value when companies get it right. Want to learn more about how Culver's Restaurants found that balance using the powerful combination of MessageGears and Sageflo? Grab the link to the full case study down in the comments. #marketing #branding

Another major influencer making their way into the world of CPG. This is a great example of how making an incredible product can lead you into major success. TRUFF is a company that sticks to their core values and never strays away from making top notch products. Top quality Ingredients, sharp branding, and an essence of luxury, I can easily see why this partnership was a no brainer. Check out this post below from the Co-Founder of TRUFF.

When you are a big brand like The Coca-Cola Company, You can just play around with your advertising. People actually care about the ad before buying a Coke can, so there is no need for performance marketing, as the sales are executed at the distribution level. In this ad, they prioritize emotional connections, such as those between people and pets. Their winning formula is to tell emotional stories to stay visible. :-) Nevertheless, it is a lovely film. #advertising #storytelling

An interesting read ! A great occasion to dive back into the successful launch of Haagen-Dazs in the UK. I was particularly interested in seeing the conscious role of distribution and price/promo in the launch strategy. We tend to wait for a strong distribution build to press « go » on the advertisement and count on % off promo to drive trial … they did the contrary and brillantly so. Prioritising equity over short-term sales paid off in the long term. https://lnkd.in/dGinqJFD

😜 Being a brand and spending money in any category is difficult, but spending money, especially during #AprilFools , is more of a miscellaneous expense to a brand. Think about all the time and work that goes into the strategy and the design for this one day, that as a joke.  😜 I’ve seen a lot of founders either say this is the worst day or that they’re really excited about what they saw on this day. This mixed sentiment among founders highlights the complexity of participating in April Fools' Day promotions for CPG brands. My favorite highlight 💚 from yesterday was seeing collaborations between brands which was some of the most interesting aspects this year, showcasing how brands can come together for creative and engaging campaigns. Some highlights from yesterday: ⬇ Grillo's Pickles x Califia Farms Graza x Gushers OLIPOP PBC x Pringles Nathans Hot Dogs x JetBlue (Ew) What is your take?

"Why does the energy drink brand RED BULL have an F1 Team?" Joo Sung-Kyun, our creative mastermind with a rich background at #Redbull, #PhilipMorris, and now #TheAbsolut Company, knows the answer: In a world awash with content, a powerful "Brand Story" is crucial. In <#TheGlobalists> Episode 79, Ryan Joo Joo Sung-Kyun, currently the Creative Content Manager for The Absolut Company, draws on his extensive experience to reveal the marketing secrets behind sensitive products like alcohol, caffeine, and cigarettes. He shares his insights on capturing a global audience in the competitive market landscape of the post-COVID world. Tune in to discover the art of marketing that truly engages.

We're not your run-of-the-mill marketing crew – we're the trendsetters causing serious waves! 🌊 Ready to boost your dispensary game? It's not just about stepping up; it's about propelling your brand on a wild ride to the top! 🚀🎢 Let's stir things up, amp up the vibes, and jump into this epic adventure together! 🎉 Start the new year right by taking advantage of all the knowledge and tools Blackleaf has to offer. 🌿 #DispensaryMarketing #BrandRevolution ✨

"How do you like them...donuts?" ☕🎬 🍩✨   Curious about the strategy that powered #client Dunkin's Super Bowl commercial success? Jill Nelson, CMO of Dunkin', “spills the beans” on collaborating with MSL and Ben Affleck’s agency Artists Equity, navigating the Gen Z landscape and the brand’s shift towards seizing bigger cultural moments.   Read the full Ad Age article below.   #influenceimpact #PRAgency #DunKings #Dunkin