Stefan Lagerqvist is a proven business leader best known for his unique blend of elevated financial expertise, strategic insight, and world-class brand-building experience, honed at P&G and Unilever. Currently, Stefan serves as the Group CEO at NICK'S, a Swedish better-for-you ice cream and protein bar brand that's made a name for itself in snack aisles across Europe and the US.

In this episode, we cover the unexpected difficulties Stefan and Nick's faced during their high-growth era, the keys to pulling off the best experiential marketing, and how Nick's crafted their flirtatiously bold brand voice.

What you'll learn in this episode:

• The unexpected business challenges of extreme growth

• How to uncover your true target consumer

• The Nick's product that outperformed Snickers

• Why having legacy brands copy you is great for business

• How to evaluate creative without paid testing

• Why cynicism is necessary for business growth

• The keys to pulling off the best experiential marketing

• When challenger brands truly challenge legacy brands

• How Nick's retooled their marketing approach for the US

• How Bethenny Frankel became Nick's #1 fan

• What to remember in influencer marketing

• How Nick's balances their messaging to be both fun and functional

Resources:

• Connect with Stefan on LinkedIn

• Learn more about Nick's on their website

• Follow Nick's on Instagram

• See Bethenny Frankel show Nick's love