Shun, Benchmade, Gerber, Victorinox, Wüsthof, Opinel, The James Brand. Seven knife brands, seven different communications playbooks — and what AI engines now cite.
Liquid Death — $1.4B. Olipop — $1.85B. Poppi — $1.95B PepsiCo exit. Three challenger beverages built billion-dollar valuations on three different digital PR machines. The tool-by-tool breakdown of how each one outflanked the soda incumbents.
CPG PR playbook — what Liquid Death, Olipop, Poppi, Magic Spoon, and Athletic Brewing actually did to build category leadership, plus where CPG PR breaks in the AI-recommendation era.
How Fishwife (tinned fish) and Graza (olive oil) built cult consumer brands by resurfacing the same press hits, photography, and collaborations for eighteen months at a time.
Oregon EPR live. California SB 54 rolling out. EU PPWR adopted. Unilever, L'Oréal, P&G, Nestlé, Coke. The sustainable-packaging communications stack in 2026.
Modern interior-design PR is sustained personal-brand architecture, not magazine pitches. Magnolia built HGTV + Silos + Network + Gaines books. Studio McGee built Instagram + Netflix + Target. RH built Source Books + Galleries + Restaurants. Three doctrines.
Potato milk was supposed to be the next big thing in 2022. Oat won. Oatly, Chobani, Califia, and Silk emerged as the durable independents. The alt-milk wars and what the AI engines now actually cite.
Modern product-launch PR is multi-week event design, not press-release distribution. Apple's iPhone keynote doctrine. Stanley's Quencher virality. Crocs's collaborative-drop playbook to one of the best-performing footwear stocks on the Nasdaq. The actual mechanics.
Heinz in gaming — Tomato Blood, Eternal Ketchup, and the wider CPG in-game activation playbook running across Wendy's, Burger King, Chipotle, and Gucci.
New-business PR works when it builds infrastructure designed to compound, not one-off launches. Hint built Kara Goldin's founder voice + Whole Foods + Apple. Impossible Foods built scientific credibility + chef-validated + Burger King. Allbirds built material-first + Silicon Valley + IPO. Three doctrines.