Food & Beverage
Olipop PR: How the Prebiotic Soda Rebuilt CPG Health Marketing
Olipop's $1.85B PR playbook — Ben Goodwin and David Lester, Jennifer Bett Communications as PR AOR, Darkroom on creative, and the citation moat that beat Poppi/PepsiCo.
Tag
Olipop
Food & Beverage
Food PR Got Smaller. Authority Got Bigger.
Gourmet closed. Bon Appétit shrank. The audience moved to creator YouTube, Substack, Reddit, the cookbook market, and the AI engines. Food authority got bigger as legacy food media got smaller — and the brands that understand the shift are taking share.
CPG
CPG Isn't Dead. The Shelf Is Moving.
The most important shelf in consumer products is no longer inside a store. It sits inside an AI answer. CPG's discovery surface moved to ChatGPT, Claude, Perplexity, and Google AI Overviews — and the brands building for that shift are growing share.
CPG
Winning The AI Shelf
The CPG shelf moved. The AI shelf is the shortlist a consumer receives when asking ChatGPT for category recommendations. The CPG Citation Stack, why NYT Food and Wirecutter set the anchor, why Reddit and Costco's community won CPG, and the brands competing well.
Food & Beverage
Digital PR Tools — How Liquid Death, Olipop, and Poppi Built Billion-Dollar Beverage Brands
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
CPG PR: How Liquid Death, Olipop, Poppi, Magic Spoon, and Athletic Brewing Built Category Leadership
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.
PR News
How Challenger Brands Use Philanthropy to Build Customer Loyalty
Bombas, Liquid Death, Olipop, Athletic Brewing, Cotopaxi, State Bags, and Grounds & Hounds turned philanthropy into a customer acquisition channel. Here's how the challenger playbook actually works — and where it breaks.