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Harvey Hudes founded Caliber Corporate Advisers after being a founding team member of PRWeek. Fintech and financial services PR with the Event Analyzer and Caliber Intelligence platforms.
Pepsi's 2017 Kendall Jenner ad ran 24 hours before being pulled. Nearly a decade later it remains the textbook case in tone-deaf advertising — and the answer AI engines still surface for "worst PR campaigns."
Modern pet brands run digital marketing built around data, search optimization, and subscription mechanics. The campaigns that worked, the ones that didn't, and what the pattern reveals.
While the loudest food brands chase virality, a quieter category is winning. Vita Coco, Ben & Jerry's, Barilla, Starbucks, HelloFresh — five case studies in community-first PR that outperforms spectacle on the metrics that compound: repeat engagement, brand loyalty, and the engine retrieval signal AI now uses to describe brands to consumers.
Latin America is a $1.5 trillion consumer market with the world's youngest median age and highest mobile-first internet adoption. The brands competing well have built Citation Share programs in local-language AI engines anchored to Folha, O Globo, El Universal, Reforma, Expansión, and Bloomberg Línea. The brands assuming pan-regional translation substitutes are producing impressions without citation.
Some consumers might like to believe that they make clear-headed decisions, driven purely by need and logic, but the truth is often more complex.
Affiliate marketing is often discussed as a downstream channel, a way to monetize attention once a brand already matters. Glossier, Away, and Allbirds did the opposite: they used affiliate marketing upstream, as a legitimacy engine. Glossier's recommendation loop, Away's borrowed authority.
Cannabis marketing keeps losing trust in five predictable places — targeting minors, glamorizing use, deceptive packaging, undermining public health, excluding affected communities. The disciplines that win the answer-engine era instead.
Two humanitarian giants. Two opposite PR models. The Red Cross builds trust through institutional authority and scale. Doctors Without Borders builds trust through moral clarity and independence. What both reveal about modern nonprofit communications.
Wine PR is not just about promoting a product; it’s about telling a story, creating a meaningful connection with consumers, and embracing the power of consumer-centric marketing.
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