Weekly Newsletter - 11.7.2024

PLUS: Michelin chef joins iHealth & Coca-Cola revives Mexican classic

Author

Rachael Kennedy
November 07, 2024 • Estimated Reading Time: 7 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

INSIGHTS OF THE WEEK 📖

Is YouTube Google’s New Rising Star? 🌟 

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Chef Ingi "Shota" Son, owner of Michelin-starred restaurant The Shota

iHealth Unified Care has partnered with Michelin-starred restaurant The Shota to enhance its Healthy Recipe collection. Chef Ingi "Shota" Son contributed a Chawanmushi recipe, blending gourmet flavors with health benefits. This collaboration aims to inspire healthier eating habits, particularly for managing diabetes and hypertension, through accessible, delicious recipes.

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

Coca-Cola has strategically relaunched Barrilitos, a traditional Mexican soft drink, in California and Texas to tap into the growing demand for culturally authentic beverages.

Originally from Monterrey, Mexico, and part of Coca-Cola’s portfolio since 2008, Barrilitos returns with vibrant flavors like Mandarina Mandarin and Ponche de Frutas, available in 12oz glass and 1.5L PET bottles, featuring fruit flavors and cane sugar.

This relaunch isn’t merely nostalgic; it’s a calculated move to engage multicultural Gen Z, Millennials, and families who value heritage. By blending Barrilitos’ classic flavors with a refreshed brand identity, Coca-Cola aims to capture younger consumers while preserving the brand’s essence. This aligns with Coca-Cola’s broader strategy of diversifying its portfolio with products that offer genuine, flavorful experiences.

Regional distribution through Reyes Coca-Cola Bottling and Coca-Cola Southwest Beverages highlights Coca-Cola’s focus on addressing local market preferences and building cultural connections through its beverage offerings.

Bay View Chiropractic introduces non-invasive treatments like EmSculpt NEO and EmSella to enhance muscle strength, burn fat, and address incontinence without downtime. These innovative procedures offer a holistic approach to musculoskeletal issues, with a launch event on Nov. 7 for live demos and exclusive discounts.

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Roundhouse Provisions’ Basecamp Complete—a plant-based meal replacement backed by Chuck Norris—targets today’s health-focused, convenience-driven consumers. With a three-year shelf life and nutrient-dense formula, it meets the rising demand for sustainable, high-quality products that fit active, prepared lifestyles.

Norris’s involvement strengthens a brand narrative around resilience, positioning Basecamp Complete as more than a product. For nutrition brands, this launch highlights the growing appeal of products that blend durability with wellness, catering to consumers’ desire for reliable, on-the-go nutrition.

Celestial Seasonings has launched two new teas—Lemon Honey Drop and Sleepytime Biotin Beauty Rest—catering to the growing trend of wellness-focused beverages. Lemon Honey Drop blends lemon and honey with vitamin C for a refreshing, caffeine-free experience, while Sleepytime Biotin Beauty Rest elevates the classic blend with biotin to support self-care routines.

With these additions, Celestial Seasonings reinforces its dedication to quality and wellness, appealing to consumers seeking functional, flavorful options. As a well-established leader in the tea market, Celestial Seasonings continues to expand its portfolio to meet evolving health-conscious demands.