Weekly Newsletter - 10.10.2024

PLUS: Monica Granda X Animal Nutrition's Bold Pre-Workout Launch

Author

Priscilla Soedarpo
October 10, 2024 • Estimated Reading Time: 8 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

LIVE FROM ADWEEK NEW YORK 🎤
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

1️⃣ Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

2️⃣ First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

3️⃣ Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

4️⃣ Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Animal Nutrition

Animal Nutrition has unveiled a groundbreaking collaboration with athlete Monica Granda, introducing the limited-edition Peach Lavender Lemonade flavor to their Primal Pre-Workout line. This marks a significant milestone as the first athlete-driven flavor by Animal, a subsidiary of Universal Nutrition, known for its premium sports supplements. The new flavor is designed to enhance energy, focus, and stamina without the typical side effects, aligning with Granda's philosophy of balance and peak performance.

The Peach Lavender Lemonade flavor is a testament to Granda's dedication to fitness and innovation. It combines over twenty key ingredients to support intense workouts, offering explosive energy, enhanced muscle pumps, and improved endurance. This collaboration reflects a strategic move by Animal Nutrition to blend taste with performance, catering to fitness enthusiasts seeking both.

Kimberly Harrison-Senter, Head of Brand Marketing at Universal Nutrition, emphasized the flavor's alignment with Granda's unique approach to fitness, merging strength with balance. The product is available exclusively on the Animal Nutrition website, highlighting its exclusivity and appeal to a niche market. This launch not only showcases Animal's commitment to quality and innovation but also sets a new benchmark in athlete-brand collaborations, offering a product that meets the high expectations of the fitness community.

Nokix Sparkling Water

Nokix Sparkling Water is revolutionizing wellness beverages by combining flavor with health benefits. Founded by Marine Corps veteran William Jackson, Nokix offers zero-calorie, vitamin-infused drinks that support active lifestyles. With a focus on quality and innovation, Nokix aims to redefine hydration as a lifestyle choice for health enthusiasts.

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

PepsiCo is set to acquire Siete Foods for $1.2 billion, enhancing its multicultural snack portfolio. This acquisition aligns with industry trends of strategic portfolio adjustments. PepsiCo values Siete's authenticity and aims to expand its reach. The deal is expected to finalize in the first half of 2025.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Plant-Based World North America celebrated its fifth year with record attendance, showcasing innovations in plant-based foods. Highlights included seafood alternatives, sustainable drinks, and dairy-free cheeses. The event emphasized the industry's potential to transform food systems, with a focus on education and collaboration for future growth.

Integrated Ventures has launched MedWell Facilities, a new subsidiary focused on health and wellness. Partnering with Giant Fitness Clubs, they plan to open wellness clinics within gyms, offering services like weight management and IV therapy. This initiative aims to diversify revenue and enhance gym-goers' health experiences.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

Cal-Maine Foods, the largest U.S. egg producer, reported a 70% sales surge due to higher egg prices and reduced production costs. The avian flu reduced egg supply, raising prices. Despite Hurricane Helene, operations remain stable. Net income rose significantly, and stock outperformed the S&P 500, reflecting strong growth.

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.