Video Chapters:

00:00 - Intro

Join us on an exciting journey as we explore the phenomenal rise of Celsius Energy Drink in this episode of "Why Brands Work." Brian and Will kick things off by sharing their first encounter with the brand at a mastermind event, reminiscing about how they became instant fans. We trace Celsius's fascinating 20-year history, highlighting its impressive growth from $75 million to $1.32 billion in sales over the past five years. The discussion covers the company's origin story, initial investments, and the innovative MetaPlus formula that remains central to its success today.

Listen in as we break down the unique positioning of Celsius compared to traditional energy drink giants like Monster and Red Bull. The conversation touches on how Celsius appeals to a health-conscious, gender-neutral audience by offering a low-calorie, better-ingredient alternative. We explore strategic market positioning and the importance of understanding the consumer base, noting how the brand has successfully placed its products in gyms and specific grocery store sections to resonate with fitness and wellness trends.

Discover the competitive landscape and the pivotal role of partnerships and strategic marketing in Celsius's rise. We discuss the impact of Pepsi's investment and distribution efforts, the importance of Amazon reviews for organic visibility, and the brand's sponsorship of sporting events to solidify its presence. Through engaging stories and insights, we highlight how strong product positioning, superior taste, and habitual consumption have built a loyal customer base for Celsius. Don't miss our thoughts on financial strategies, the significance of effective re-branding, and how you can stay connected with us on LinkedIn for future updates.

Join us as we explore the exciting world of non-alcoholic craft beer with a spotlight on Athletic Brewing. We kick off the episode by discussing the intentional branding behind Athletic Brewing and its parallels to health-focused products like Athletic Greens. Learn how this innovative company offers flavorful, non-alcoholic beers that cater to health-conscious individuals who still want to enjoy a great-tasting beer without the negative impacts of alcohol on performance and health. We also introduce Bill Shufelt, the visionary co-founder who left a high-stress hedge fund career to revolutionize the non-alcoholic beer market.

Listen in as we highlight the growing demand for non-alcoholic beverages among professionals juggling demanding schedules. This chapter covers how Athletic Brewing identified a market gap, providing enjoyable alternatives for those looking to avoid alcohol while maintaining social norms. We also touch on the rising popularity of NA cocktails and adaptogen drinks, especially among Gen Z, and how even regular alcohol consumers are embracing these healthier options. Our conversation includes personal anecdotes to illustrate the benefits of having non-alcoholic choices in social settings.

In our discussion, we also delve into the innovative brewing process behind Athletic Brewing and the operational excellence driven by Bill's finance background. Discover how the co-founder dynamics and cultural relevance propelled the brand's success through organic marketing tactics, including grassroots efforts at marathons and strategic retail partnerships. Finally, we examine the influencer playbook's role in driving explosive growth and how brands like Athletic Brewing reshape categories by aligning with cultural shifts. Tune in to understand the strategic moves that transformed Athletic Brewing into a market leader in the non-alcoholic beer industry.

(00:05) Non-Alcoholic Craft Beer Market Insights

Join us in this episode of "Why Brands Work" as we explore the phenomenal rise of Athletic Greens, now known as AG1. We kick things off by discussing AG1's impressive rebranding and its status as a billion-dollar leader in the green powders and wellness industry. With a unique single-product and single-channel strategy, AG1 has set itself apart. Listen in as we break down the product's formulation, boasting 75 ingredients including probiotics and daily multivitamins, and share our personal experiences with its taste and health benefits. We'll also touch on how AG1 has become a staple in many daily routines, significantly impacting digestion and overall wellness.

We then shift our focus to building healthy habits with AG1 and other premium products. We'll highlight how AG1 positions itself as a premium, habit-forming product through exceptional packaging and rigorous testing, despite its higher price point. Discover the strategy behind embedding such products into daily routines to ensure continued usage and subscription retention. The conversation emphasizes that the key to success in the health and wellness market is becoming an integral part of the consumer's everyday life, much like unboxing a high-end product.

Finally, we take a closer look at AG1's pioneering influencer marketing strategy, beginning with early collaborations with notable figures like Tim Ferris and Andrew Huberman. This targeted approach has significantly contributed to their market dominance. We'll discuss the effectiveness of customized landing pages and the importance of genuine endorsements from influencers. Additionally, we explore AG1's impressive advertising spend and strategic marketing efforts that have helped build a household name, driving top-of-funnel awareness and maintaining customer retention. Tune in to hear about the remarkable journeys of founders and key team members, such as Chris Ashenden and Kat Cole, and how their stories have shaped AG1's success.

Join us as we explore the fascinating world of Black Rifle Coffee Company, a brand that has made a significant mark in the coffee industry with its unique niche and robust marketing strategies. We kick things off by discussing the impressive scale of Black Rifle, from being a publicly traded company to boasting over 200,000 coffee subscription members. Their multi-channel approach, including coffee shops, gas station presence, and an online subscription model, demonstrates their versatile market penetration. We also touch on the brand’s strong alignment with veterans, first responders, and police, which has been a driving force behind their remarkable growth.

Listen in as we compare various coffee experiences, from home brewing methods like the AeroPress to enjoying specialty coffee in cities like Berlin and New York. We examine how brands like Black Rifle Coffee target specific demographics by blending quality with unique marketing appeals, and reflect on the balance of quality and affordability that appeals to a broad audience. Stories from the coffee world, including the tale of a $30,000 espresso machine on a military base, add a layer of intrigue and highlight the passion of coffee enthusiasts.

We also dive into the impact of content creation on branding, showcasing how companies like Liquid Death and Black Rifle Coffee have leveraged entertaining and engaging content to build strong connections with their audience. The transition from military to filmmaking for some of Black Rifle’s founders, and their success with ventures like Article 15 and Lead Slinger's Whiskey, underline the importance of creativity and entrepreneurial spirit. Wrapping up, we highlight Black Rifle's unique marketing strategies and their commitment to supporting veterans, emphasizing how a clear target audience and mission can drive brand success.

Join us as we explore the ins and outs of Vacation Inc., a brand that exudes an undeniable cool factor. Together, we dissect the powerhouse of strong brand identity and innovative customer experience that Vacation has become known for. We're taking you behind the scenes of their direct-to-consumer launch, their impressive expansion into retail with a recent launch in Target, and the unique product line that has us all wanting a piece of the Vacation pie. From their signature scents to dermatologist-approved selections, we break down the intention and creativity behind each offering, and why we believe this brand is positioned to make waves in the sunscreen market.

In this lively discussion, we rewind the clock with a trip to Pool Suite, a website that takes you back to the 90s desktop era, infused with tropical house music. Listen in as I recount the early days of Pool Suite and its pivotal role in cultivating a dedicated following, even before Vacation's official launch. We delve into how a blend of nostalgia, innovative web design, and an outstanding music player helped drive the brand's traffic and referrals. We also highlight Vacation's knack for strategic collaborations, from Prince to Arizona Iced Tea, and how their playful marketing moves, including cheeky job titles and an online business card generator, create a unique, immersive brand experience that keeps customers coming back for more.

Finally, step into the world of Manor DAO and the Jacuzzi Club, where blockchain meets collaborative physical spaces, and learn how these concepts are shaking up the crypto community. We'll give you a peek at Vacation's genius digital playground, their retro-inspired marketing, and the exceptional online-to-offline experiences they craft for their customers. As we wrap up, we celebrate Vacation's ascent, the savvy use of existing communities like Poolsuite, and their strategic parties that reinforce their 'vacation vibe'. Don't miss our insights on the brand's future as they dominate the summer market and why we're betting big on their continued success. Remember to subscribe and follow us for more discussions on brand innovation and success in the digital age.

(00:02) Why Vacation Is the Coolest Brand

Have you ever considered that the secret to radiant skin and luscious hair might be hiding in your shower? Join us as we delve into the incredible story of Jolie, a beauty startup that's turned the humble showerhead into a skincare and haircare revolution. Will and Brian unpack how this ingenious brand has not only racked up $4.2 million in first-year sales but has created a whole new category right at the junction of beauty and hardware. We’re talking about a journey that's paved with early profitability and the kind of founding team tales that give Jolie's success that extra layer of intrigue.

Jolie's narrative is replete with strategic moves, and this episode sheds light on the power of positioning. By declaring the showerhead 'Step Zero' in beauty routines, Jolie has redefined its place in both our bathrooms and beauty regimes. We marvel at their finesse in crafting a high Average Order Value (AOV) and how their savvy user-generated content strategy is making traditional marketing playbook tactics look outdated. Brian adds his insight, sharing how Jolie's placement in beauty sections rather than hardware aisles might just be a game-changer for anyone looking to make waves in e-commerce.

Wrapping up, we explore the broader implications of Jolie's ascendancy, from dominating search volumes with their name to rivaling generic terms like "showerhead." We contrast Jolie's approach with Greats’ successful product framework, dissecting what it means to create a daily-use product that resonates deeply with consumers. And we don't stop there. We dive into the brand’s educational marketing that not only sells a product but also teaches us about the water we use every day. The episode culminates with a look at how this startup is primed for exponential growth, firmly planting itself at the intersection of beauty, wellness, and home innovation.

Join us as we explore the extraordinary transformation of Stanley, a centenarian brand that revolutionized itself from a producer of rugged thermoses and lunchboxes into a social media sensation. Listen in as we discuss Stanley's strategic pivot, which catapulted them from a reliable yet unremarkable presence in the marketplace to a direct-to-consumer phenomenon with a tenfold revenue increase within a mere five years. We shed light on how this legacy brand managed to maintain its commitment to durability while adapting to the digital age, securing its position as a modern market leader.

We also dig into the phenomenon of the Quencher trend and its unlikely origins with a team of affiliate marketers and a social post from a former reality TV star. Discover how Stanley, initially hesitant, rode the wave of influencer marketing and harnessed the power of organic influencers to create viral sensations. Our conversation touches on the pivotal hiring decisions that mirrored the successful brand overhaul of Crocs, focusing on the recruitment of CMO Terrence Riley and how his strategies reshaped Stanley's public image. We unpack the role of scarcity in marketing, the frenzy of limited-edition products, and the leveraging of retail space that propelled Stanley into a household name.

Wrapping up, we analyze the future of Stanley, acknowledging both its robust growth and the challenges it faces balancing collectibility with sustainability. Listen in as we present our top three reasons behind Stanley's enduring success, from their keen product-market fit to the visionary leadership team and their seamless integration of legacy systems into modern practices. Hear firsthand accounts of Stanley's remarkable journey and how it exemplifies the transformative power of vision and adaptability in a rapidly evolving marketplace.