Marketing Strategy
Strategic thinking for marketers, founders and growth teams. We cover positioning, go-to-market planning, customer behaviour, funnel design and the frameworks that turn marketing spend into revenue.
9 April 2025 · 5 min read
PepsiCo’s $1.95B Poppi Deal: A turning point for Prebiotic Soda Brand
Let’s rewind for a second. Just a few years ago, Poppi was the kind of startup you’d walk past in the niche aisle of a health food store — a fizzy little can with bright colors and gut-friendly promises.
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9 April 2025 · 4 min read
How Coca-Cola Zero sugar nailed March Madness with smart drinks advertising
College basketball takes over the airwaves every March. If you know how to take advantage of the rivalries, buzzer beaters, and rollercoaster of emotions, it’s a marketing goldmine.
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8 April 2025 · 5 min read
How icy hot turned muscle relief into a movement
Let’s be real — most of us know Icy Hot as the thing you grab when your back’s sore from doing too much too fast. Maybe you’ve seen it sitting on a pharmacy shelf, or remember a commercial with Shaq talking about aches a
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8 April 2025 · 5 min read
The quiet revolution behind Unilever’s content machine
Over the years, marketing has evolved from glossy billboards and 30-second TV spots into something far more dynamic—and let’s be honest, more demanding.
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7 April 2025 · 5 min read
What Gen Alpha Shopping Habits Teach Us About the New Trends in Consumer Behavior
Not too long ago, the idea of a 10-year-old shaping their family’s major purchases—like what car to buy or which skincare brand to trust—would’ve sounded completely out of place.
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7 April 2025 · 5 min read
Hostess is rising from the shelf: A story of brand revitalization done right
There’s something undeniably nostalgic about Hostess. For many of us, those soft, golden Twinkies or the powdered Donettes bring back memories of packed school lunches and gas station snack runs.
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4 April 2025 · 5 min read
McDonald’s Is Blurring the Line Between Fast Food and Video Game Marketing Campaigns
When you think of McDonald’s, you probably picture golden fries, Happy Meals, and the nostalgic red-and-yellow glow that defines childhood.
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3 April 2025 · 5 min read
From Beaches to Rooftops: The Clever Shift in Beer Marketing with Corona’s ‘La Playa Awaits’
When you think of Corona, your mind likely drifts to the beach. But not just any beach—it’s the feeling of being on one: relaxed, easygoing, the sun warming your skin.
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3 April 2025 · 5 min read
CEO Marketing: How CMOs Are Reclaiming Power and Steering Growth
There’s a place in business that no one really talks about. It’s not the boardroom or the creative brainstorming sessions.
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2 April 2025 · 6 min read
Skincare Marketing with Heart: The Genius Behind Estée Lauder’s “Beauty Sleep Dupe”
In a world where trends change at lightning speed, it’s a breath of fresh air to see a legacy brand like Estée Lauder continue to nail it.
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2 April 2025 · 5 min read
From Obscurity to Relevance: JCPenney’s Social-First Marketing Revolution
Not long ago, people were writing off JCPenney. This once-iconic department store, the quintessential symbol of suburban shopping malls, seemed to be fading into oblivion.
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1 April 2025 · 6 min read
From Charli XCX to Click-to-Buy: The Strategy Behind the H&M Digital Relaunch
Everybody thought H&M’s Instagram clean-out last August was just another fashion stunt. “Out with the old, in with the new” is a cliché at best, a throwaway phrase at worst.
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