The playbook for today’s guest on You, Me & CPG is bold. It’s brave. It’s divisive. But above all else, it’s memorable.

As Carlsberg’s CMO, Yves Briantais intends to write the culture, not follow it. The aim is to elevate the brand to icon status, and it couldn’t be in better hands…

Yves draws on his extensive experience as he shares how to find the line between bold and reckless marketing, treating marketing like politics, and why imagining Carlsberg as a ‘health company’ might ensure its long-term survival.

This episode covers

• The importance of creative bravery, pushing marketing to be exceptional
• Brand reinvention in the modern market
• Holistic marketing; understanding the ‘why’ behind the ‘what’
• How to write the culture without being on the wrong side of it

Yves Briantais

https://www.linkedin.com/in/yves-briantais-4889502/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Saying ‘bye’ to beige in the cereal aisle in more ways than one, ‘Surreal’ is the prime example of a brand that’s genuinely fun, and unapologetically bold.

The humour that runs through ‘Surreal’ never undermines the very serious mission of its Co-Founder Jac Chetland; to disrupt the markets of both cereal and protein in equal measure…

Tongue-in-cheek and best-in-class, the story behind ‘Surreal’ is unmissable - so join Jac as he gets candid with Jamie Holtum on You, Me & CPG.

This episode covers

• Surreal’s genius social media hack to validate a product idea before its launch
• How Surreal can launch a product from scratch in under three weeks
• Overcoming unique manufacturing challenges to stay in control of their product
• How to harness humour and personality to stand out, without getting cancelled
• Invaluable sales learned from Jac’s inspired tenure at Vita Coco

Surreal
https://eatsurreal.co.uk/
https://www.instagram.com/eat_surreal/

Jac Chetland
https://www.linkedin.com/in/jac-chetland-9b14a690/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

David Lester’s career would be impressive enough from the past alone, but Olipop’s conquest of the US cements his efforts as a tour de force.

The prebiotic, RTD soda brand is a poster child for startup success, hot off the back of a decade in global experience, giving David an invaluable perspective like no other.

Join us on You, Me & CPG as we discover his great influences, California’s wonderful relationship with business failure, and why compounding decisions can be the difference in whether you sink or swim.

This episode covers

• The source of David’s sense of adventure
• Being wired to become an entrepreneur
• California’s VC haven and can-do mentality
• Why your bad decisions compound just the same as your good ones
• Learning through failure
• David’s view of accountability as empowerment

David Lester: https://www.linkedin.com/in/david-lester-4b71b512/
Olipop: https://drinkolipop.com/
https://www.instagram.com/drinkolipop/
https://www.linkedin.com/company/olipop-pbc/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

It takes years to make an overnight success, and when that success is sparked by your ‘first and only good idea’, you can’t help but think it’s something truly special.

Moth Drinks boldly leads its category, flying the flag for the RTD market. At its helm, Co-Founder Rob Wallis has a laser focus on doing one thing well - and they do it so unbelievably well…

Rob joins Jamie this week to share the secrets behind that iconic can, the UK vs US’ unique challenges, how to blend data with gut feel, and how to exploit your unfair advantages.

This episode covers

• Blending gut feel and data-driven decisions for the perfect results
• The two ways of doing new product development
• The psychology of why Covid was a turning point in consumer behaviour
• Differences in the category between the UK and the US 
• Creating a culture that works when you’re not in the room
• How to give yourself unfair advantages

Moth Drinks: https://mothdrinks.com/https://
www.instagram.com/mothdrinks/
https://www.linkedin.com/company/mothdrinks/
Rob Wallis: https://www.linkedin.com/in/%F0%9F%8D%B8-rob-wallis-162801113/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Paul Thomas’ honesty is an unstoppable force; his truth might make for uncomfortable listening, but it’s the only way he knows.

He’s amassed experience with Asahi, Guinness, Peroni and currently resides with Suntory, and has walked both sides of the client-agency line - so rare is it to hold so many insights within a single human brain…

Paul joins us on You, Me & CPG to break down the power that trust and honesty give you, he dispenses relationship counselling for research consultants struggling with brands, and gets to the root of marketing’s perception problem.

This episode covers

• The downside to ‘radical candour’
• Why marketing is described as ‘an industry full of lies and charlatanism’
• How to make research sexy
• The worst relationship that researchers can have with a company
• Being your full, unfiltered self in the corporate world

Paul Thomas: https://www.linkedin.com/in/paul-thomas-8b903025/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

The more that creativity makes people feel, the more that they’ll buy, give, vote and do.

That’s the sharp insight that can only be attributed to a powerhouse like John Kearon, a creative catalyst with a grip on the industry that few among us can comprehend.

He joins us on a fascinating episode of You, Me & CPG, as we look at how decisions follow emotions, what made the Dove ‘Real Beauty’ pitch such a work of genius, and the 80-20 rule which all the best innovative brands follow.

This episode covers

• Why election results are so predictable before campaigns even start
• The genius step that got Dove’s ‘Real Beauty’ campaign off the ground
• System 1 vs System 2 thinking
• What makes 80% familiarity and 20% novelty the perfect mix
• How emotions drive decision-making

John Kearon: https://www.linkedin.com/in/john-kearon-system1/
System1: https://system1group.com/
https://www.linkedin.com/company/system1group/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

No industry is static, nor can it stand on its own - the coalescence of beauty with health proves just as much.

Jess Glover remains on the forefront of such a movement, an aspirational marketer with roles formerly in Reckitt, L’Oreal, Coty and Haleon.

Now continuing to forge her path with Biomel, she shares the key to why consumers want the best of every world, and just how to give it to them…

This episode covers

• Why, and how, the beauty and health categories are blending
• Generational shifts in demands from FMCG products
• Increasing awareness for the gut health movement
• Quick fixes vs long term solutions
• Why you should sell your story to a toddler
• Her optimistic perspective on the future of the CPG industry

Jess Glover: https://www.linkedin.com/in/jessicaeglover/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

There’s seldom a more admirable sight in FMCG than a relentless desire for the best; it’s a trait worth its weight in gold.

James Dashwood Chase is an entrepreneur with pedigree, and his CV speaks volumes - Co-Founding Chase Distillery, Willys Apple Cider Vinegar, and Founder now of men’s health brand Baz & Co.

Joining Jamie Holtum this week on You, Me & CPG, James explains what drove their family farm’s successful diversification, how they built a brand that caught Diageo’s eye, and how to capitalise on a market that’s never been more perfect for men’s wellness.

This episode covers

• James’ family farm and their relentless desire for the best
• The unique dynamic of working with family
• Chase Distillery’s rise, and subsequent Diageo takeover
• Being in business for a good time, not a long time
• Sustainability’s value at the heart of brands

James Dashwood Chase: https://www.linkedin.com/in/jchasedistill/
Baz & Co.: https://bazandcoskincare.com/
https://www.linkedin.com/company/baz-co/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Tequila is among the fastest growing and most vibrant categories, with endorsements from famous faces pervading the space.

It takes a keen eye, love of the spirit, guts and an equally bold Co-Founder to find a gap in the market just as Jack Vereker has with El Rayo Tequila.

The brand has sprung into life to a stale space - Jack joins us to share just how he’s achieved this, how he’s learned to respect failure, and why he once thought marketing was ‘a joke’...

This episode covers

• Influencer marketing in the tequila space, and Jack’s dream celeb ambassador
• El Rayo’s focus on mixing as a differentiator
• How the brand grew from Jack and his Co-Founder’s humble beginnings as tequila lovers
• Jack’s respect for failure, and the value in it
• Managing the dynamic of childhood friendship with his Co-Founder

Jack Vereker: https://www.linkedin.com/in/jack-vereker-7311b476/
El Rayo Tequila: https://elrayotequila.com/
https://www.linkedin.com/company/el-rayo-tequila/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/

Entering the Dragon’s Den is often a real sink or swim moment, and under the pressure and watchful eyes of the nation, we saw Jasmine Wicks-Stephens shine.

Exiting the infamous entrepreneurial amphitheatre with three Dragons’ backing, it’s their praise of Jasmine’s character that should draw your attention to the Founder of two fantastic brands, Faace and Known.

She joins us on You, Me & CPG to pull back the curtain on the Den experience, detail her staggering path to achieving such success, and her place in the future of the beauty industry.

This episode covers

• The true Dragon’s Den experience, warts and all
• What makes Faace such a compelling proposition for its investors
• The care and ethos behind Jasmine’s no-nonsense brand
• How Jasmine masterfully balances her leadership of two brands 
• The future of sustainability in the beauty industry

Faace https://wearefaace.com/
https://www.linkedin.com/company/wearefaace/people/
Jasmine Wicks-Stephens https://www.linkedin.com/in/jasmine-wicks-stephens-b912641b/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/

Haines: https://www.haines.partners/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/