Imagine standing at a crossroads. One path is familiar—tried-and-true branding strategies that have worked for decades. The other? A whirlwind of evolving platforms, shifting consumer expectations, and AI-driven insights. Brands don’t just have to keep up anymore—they have to lead.
That’s exactly where J.M. Smucker stands today. A legacy brand with over a century of history, Smucker is redefining what it means to stay relevant in 2025. From peanut butter and jelly to coffee and pet food, their products have been kitchen staples for generations. But nostalgia alone won’t cut it in an era where attention spans are shorter than ever. Smucker’s approach to reinvention isn’t just a case study—it’s a roadmap for anyone looking to future-proof their brand.
Dusty brands and fresh perspectives
Legacy brands often get hit with the dreaded “dusty” label—respected but increasingly out of touch. Smucker saw that challenge and ran toward it.
Take their 2023 acquisition of Hostess. Twinkies and Ding Dongs are iconic, but their appeal was fading. Smucker didn’t just slap on a new ad campaign—they dug into the brand’s DNA, modernizing it without erasing its roots.
The result? A brand that still feels nostalgic but speaks directly to today’s consumers. And that’s the key takeaway for entrepreneurs: your brand doesn’t need a complete reinvention, but it does need to evolve. Think of it like restoring a vintage car—you want the charm of the original, but with an engine that can handle modern roads.
Pop culture isn’t ad add-on—It’s the DNA
Pop culture is the air we breathe. It shapes what we watch, listen to, and even eat. Smucker understands that marketing can’t exist in a vacuum anymore. Their campaigns—like Jif’s viral “Save the Celery” push—weren’t just about peanut butter. They tapped into humor and cultural relevance, earning over a billion media impressions in just two weeks.
The lesson? Pop culture isn’t a temporary marketing gimmick—it’s the foundation of modern branding. But here’s the tricky part: chasing every viral trend can dilute what makes your brand unique. Smucker struck a balance by using cultural relevance to enhance its storytelling, not replace it. The real question for entrepreneurs is: how do you make your brand part of the conversation without losing its voice?
Diversifying platforms: The new marketing safety net
The era of the “one-size-fits-all” marketing strategy is long gone. Smucker embraces a diversified media strategy, understanding that TikTok isn’t the only game in town and that retail media networks are more than just sales tools.
What’s impressive isn’t just their presence on multiple platforms—it’s how they make each touchpoint feel cohesive. Their content is tailored to the platform while maintaining a unified brand identity. For entrepreneurs, this is a crucial takeaway: you don’t need to be everywhere, but wherever you show up, your brand should feel intentional and recognizable.
And here’s the golden rule Smucker follows: diversification isn’t just about reach—it’s about resilience. If one platform falls out of favor (hello, Twitter rebrands), they have others to lean on. Think of it as having multiple lifeboats instead of betting everything on one ship.
Retail media networks: More than just sales machines
Retail media networks (RMNs) have evolved from simple conversion tools into powerful brand-building platforms. Historically, brands separated their awareness campaigns from their retail media budgets, but Smucker takes a different approach. They see media investments as a cycle—awareness drives consideration, which ultimately leads to conversion.
For entrepreneurs, the message is clear: don’t treat RMNs as a last-mile sales tool. Used strategically, they can position your brand in front of new audiences, bridging the gap between discovery and purchase.
The AI advantage: Efficiency without losing soul
Now, let’s talk about the future—AI. Smucker isn’t just experimenting with AI; they’re using it to fundamentally transform their marketing. Automation has slashed production times from weeks to minutes, while predictive modeling fine-tunes budget allocation with surgical precision.
But here’s where they get it right: they don’t let AI strip away the human element. Storytelling, creativity, and emotional connection still sit at the core of their branding. And that’s a relief for small business owners—you don’t need a massive AI budget to compete. Sometimes, an authentic, well-crafted story will still outperform a hyper-optimized ad.
Staying fresh in a digital-first world
Consumers today are addicted to novelty, and Smucker gets that. But instead of blindly chasing trends, they focus on aligning with cultural shifts while staying true to their brand’s DNA.
For entrepreneurs, refreshing your brand doesn’t mean gutting everything and starting over. It might be as simple as reframing how your product fits into modern life. Smucker’s ability to do this consistently is what makes their brand-building playbook so powerful.
What entrepreneurs can steal from Smucker’s playbook
If there’s one overarching lesson from Smucker’s marketing evolution, it’s this: balancing tradition and innovation is the key to staying relevant. Here’s how to apply their strategies:
- Revisit your brand DNA: Does your brand reflect where you are today and where you want to go?
- Diversify your platforms: Don’t put all your eggs in one basket. A well-rounded strategy ensures resilience.
- Use AI wisely: Automation can scale your efforts, but don’t sacrifice the human touch.
- Tap into pop culture strategically: Cultural relevance should amplify your voice, not replace it.
- Always refresh, never abandon: Keep your content fresh while staying true to your core identity.
The road ahead
Brand building in 2025 is fast, fragmented, and full of opportunities. Smucker’s ability to evolve while staying true to its core is a masterclass in brand longevity. Whether you’re running a scrappy startup or scaling a growing business, the principles remain the same: innovate, stay agile, and never lose sight of what makes your brand special.
Because at the end of the day, branding isn’t just about selling a product—it’s about creating connections that stand the test of time.
FAQ’s
1. How can AI help with marketing?
It saves time by automating tasks and helps you understand what your customers want.
2. Which social media should I use?
Pick platforms your audience loves—like TikTok for Gen Z or LinkedIn for B2B.
3. Is personalization worth it?
Yes! People love when brands make them feel seen and valued.