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Sara Lebow (00:00):

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(00:24):

Hello, listeners. Today is Wednesday, June 25th. Welcome to Behind the Numbers, Reimagining Retail, an EMARKETER podcast made possible by Cint. This is the show where we talk about how retail collides with every part of our lives. I'm your host, Sara Lebow.

(00:40):

Today's episode topic is our June unofficial most interesting retailers of the month list with a twist. We'll get into that special twist in a sec. Before we do, let's meet today's guests. Joining me for today's episode we have Arielle Feger. Hey, Arielle.

Arielle Feger (01:02):

Hey. Thrilled to be here.

Sara Lebow (01:03):

Thrilled to have you. Also with us, Rachel Wolff. Hi, Rachel.

Rachel Wolff (01:06):

Hey there.

Sara Lebow (01:07):

And also joining us is Zak Stambor. Hey, Zak.

Zak Stambor (01:11):

Hey.

Sara Lebow (01:12):

Hello. Okay. Let's jump in to our unofficial most interesting retailers of the month list. But here's the twist. We are halfway through the year, so this month we're doing another themed list, something we've done in the past. First of all, can you guys believe we're halfway through the year?

Zak Stambor (01:34):

No.

Rachel Wolff (01:34):

No.

Sara Lebow (01:35):

Really.

Zak Stambor (01:35):

I cannot believe that.

Sara Lebow (01:36):

It's actually-

Arielle Feger (01:37):

Truly shocking.

Zak Stambor (01:37):

It just comes so quick.

Sara Lebow (01:39):

And every year it's always like, "That's crazy." But this year really got me. So our themed list, this month we'll be counting down our top eight most unexpected retail campaigns from the past year. Think the notorious Elf Beauty, Liquid Death collab of Corpse Paint, which was over a year ago, but was such a good collaboration. We've got some collabs, some interesting product launches, and some interesting campaigns on here.

(02:07):

So Arielle and I, we are the committee, will present our list in the first half of this episode. In the second half, Zak and Rachel will have the opportunity to edit our list. So here is our list.

(02:19):

Number eight Liquid Death Kegs for Pregs. Okay. This was an ad featuring a very pregnant Kylie Kelsey wife of Jason Kelsey, brother to Travis Kelsey, who is very famously Taylor Swift's boyfriend, drinking Liquid Death canned water. I want to point out that we were kind of hesitant to put this one on the list because everything Liquid Death does in campaigns is unexpected. They put an adult entertainment actress in an ad years ago. Their brand is very unexpected, and as a result, some of those unexpected things almost become expected. It's hard to top what they're doing, but we thought this campaign was unexpected, so we put it on here.

Arielle Feger (03:03):

Yeah, I think it's important to think about these with that grain of salt that anything a brand is trying to do is going to be expected because they want to make headlines. They want all of the articles to be about them. So this, I think, falls into that category.

Sara Lebow (03:22):

Number seven, Kate Spade's Heinz bag, Arielle, as our in-house ketchup expert, tell us about this.

Arielle Feger (03:32):

Oh, love it. So Kate Spade and Heinz launched a capsule collection. It's a bunch of stuff. It's totes and tees and footwear and all of this. My favorite is the bag that looks like a ketchup packet, and I just think it's really fun. Definitely Heinz feels kind of a summery, picnicky kind of chill vibe, whereas Kate Spade's a little more high fashion luxury. So I just think it's kind of an interesting duo to see and very visually fun.

Rachel Wolff (04:09):

Yeah, I saw they did another one with M&M's last year. So this seems to be the trend for Kate Spade, and I think it fits very much with the Kate Spade aesthetic of being very cute and fun and-

Sara Lebow (04:21):

Kitschy. Yeah. This also fits with a trend toward tomato based accessories and also as someone who I would say was on the cutting edge of food as apparel, something I've always been into, I was a big fan of this, and I'm a big fan of how popular that sort of kitschiness has gotten. This is not a video podcast, so no one can see that I am wearing two different pieces of food-based apparel right now.

Arielle Feger (04:52):

But we can.

Zak Stambor (04:53):

I can't even see. What food-based apparel are you wearing?

Sara Lebow (04:56):

I'm wearing shrimp earrings, which is unusual because I never wear earrings, and I guess I'm not wearing this, but my phone case is orange themed. All right, number six. A1 Steak Sauce's Start Them Early campaign. Arielle, what's this?

Arielle Feger (05:18):

Yeah, I guess I'm the condiments girl on this podcast today.

Sara Lebow (05:21):

Love that. Wish it were me.

Arielle Feger (05:22):

I'm into it. Yeah, so I think A1 just kind of did a very smart timing. So earlier this year, Secretary of Education, Linda McMahon referred to AI, Artificial Intelligence as A1 talking about starting kids early in school with AI to help them learn. A1, of course, just took advantage of this, responded on Instagram saying every school should have access to a one and then a photo of the bottle with a label saying for education purposes only. So I just thought it was a quick and fun thing, and interestingly brave, considering the political landscape, that is a little bit challenging for brands to step into, so I thought it was a pretty cool thing.

Rachel Wolff (06:14):

Yeah, I was going to say, I feel like you used to see more brands willing to make fun of politicians, but that hasn't happened recently. So the fact that a one really leaned into that I think helped them stand out.

Sara Lebow (06:25):

Yeah, that's why we put this on the list because of how brands are really shying away from anything political. Something that we were comparing this to when we were making the list was the 2013 Oreo tweet. If you are not engrossed-

Zak Stambor (06:40):

A hundred percent. Yeah.

Sara Lebow (06:42):

If you are not engrossed in marketing culture, this was after the power went out in the 2013 Super Bowl after Beyonce's show, iconic halftime show, Oreo tweeted, what was it? Like, "You can still dunk in the dark," or something?

Arielle Feger (06:57):

Yeah, I think it was something like that.

Sara Lebow (06:58):

And brands hadn't really responded to pop culture in real time on social media like that before. So I think it's interesting how this sort of comment from A1 is actually kind of expected now. It shows how that Oreo tweet, if that happened now, no one would notice.

Zak Stambor (07:19):

This kind of landed in A1's lap. A, it was a hilarious gaffe. I mean, how could it not respond almost? But they did it in a really fun, clever way and they did it quickly, which is the essential component here.

Sara Lebow (07:36):

Number five, Coors Light's spelling mistake. Coors Light launched a billboard in Times Square where the word refreshment was spelled wrong. Then they doubled down on the misspelling by releasing a statement and product playing off of it. This was of course a marketing play. Of course, it was not an accidental misspelling. It never is, and it was actually done by the same agency that was behind the A1 play.

Arielle Feger (08:03):

Oh, I didn't know that. That's interesting.

Sara Lebow (08:05):

We put this on because I hadn't seen this before, a potential misspelling. I'm kind of like, "Oh, that's so clearly a marketing play," but it's one I hadn't seen before. It worked.

Arielle Feger (08:17):

Yeah, I think it was having fun with itself. I think it's always fun to see a brand kind of being playful with itself and meta about its own marketing.

Rachel Wolff (08:29):

And I think it's engineered to draw engagement, right? Because how many people are going to start tweeting at the brand saying, "You spelled it wrong."?

Sara Lebow (08:36):

Yeah, it gets at our base instinct correcting people.

Arielle Feger (08:41):

Yep.

Sara Lebow (08:44):

Number four, Bon Iver X Fishwife.

Arielle Feger (08:48):

Yep, yep. I'll talk about this. Bon Iver for his latest album did a slew of collaborations, one of which was-

Sara Lebow (09:02):

Artisan collaborations.

Arielle Feger (09:03):

Yeah, artisan collaborations, and one of which was a smoked salmon with a tinned fish company called Fishwife, and I just definitely was not expecting that. I think tinnedfish obviously is extremely popular.

Sara Lebow (09:21):

Another trend I was way ahead of.

Arielle Feger (09:22):

Yep. So yeah, I just thought it was funny, and again, it's just one of many partnerships that Bon Iver did.

Sara Lebow (09:32):

Were you familiar with Fishwife before this?

Arielle Feger (09:35):

No. No.

Sara Lebow (09:37):

Interesting. Yeah, I think this is a great move for Fishwife. I, as a Brooklyn girl who loves tinned fish-

Rachel Wolff (09:43):

I was going to say this seems like tailor-made for that audience.

Sara Lebow (09:46):

I have known Fishwife for years. I have Fishwife currently sitting in my cabinet. It's a fancy tinned fish company, but I think this was smart. Bon Iver is a very popular artist and Fishwife is popular among a niche crowd, sort of a New York City. It was a great way to get it more out there. I'm interested, and if we see this sort of artisan merch coming from more album launches in the future.

Arielle Feger (10:17):

I might like to see it. I would be interested.

Sara Lebow (10:20):

What do you want to see? What's your ideal product?

Arielle Feger (10:24):

Oh, don't put me on the spot.

Sara Lebow (10:24):

Do it.

Arielle Feger (10:25):

I mean, the fact that Sabrina Carpenter did not team up with anyone for... I think, did she do a Dunkin Donuts espresso?

Sara Lebow (10:33):

Why hasn't Chapel Rowan done T-I-D-E Tide To-Go?

Arielle Feger (10:38):

There you go. It's not quite artisan.

Sara Lebow (10:43):

Hey, [inaudible 00:10:43] good pitch.

Zak Stambor (10:43):

The good thing about this is that the brand and the artist have to align. This certainly does.

Arielle Feger (10:49):

Yes.

Zak Stambor (10:52):

Tide might not or whatever it might be.

Sara Lebow (10:55):

Who doesn't align with a Tide To-Go pen?

Zak Stambor (10:59):

Good point. Good point.

Sara Lebow (11:00):

Okay. Number three, Dunkin's Sexy Halloween Spider. We don't usually allow quick service restaurants, but we made an exception for this list because it's special. For Halloween last year, Dunkin released a spider donut. That's not very surprising. It's like a munchkin in a donut with some legs, eight legs to be specific, but the spider had very unhinged and flirtatious social media posts, honestly, to the point where, I'm not going to say them on the podcast, but you can go look them up.

Arielle Feger (11:37):

Yeah, I think this is fun. I don't know. I mean, I am a Halloween fan, so already got me with that. Dunkin is not a brand that I consider particularly playful in that kind of more adult-

Sara Lebow (11:54):

Yeah. They've spent all of their marketing budget on the one Ben Affleck ad.

Arielle Feger (11:59):

Yeah. So to me, it's a little bit of a new thing for them and I applaud it.

Zak Stambor (12:06):

It's certainly surprising. I'm not sure I totally got it. Is this getting me to go to Dunkin Donuts? Is this-

Sara Lebow (12:13):

I think it's just getting you to talk about Dunkin Donuts.

Zak Stambor (12:16):

It's getting my attention, I guess.

Sara Lebow (12:18):

It's getting you thinking about Dunkin Donuts, and so then the next time you're in your car between a Dunkin Donuts and a Starbucks, maybe you're going to Dunkin Donuts.

Rachel Wolff (12:27):

But you're not thinking about it like an appetizing way. You're not going to go, "Okay, I'm going to go buy that spider donut now."

Arielle Feger (12:33):

I mean, the way Sara described it, I was like, "Oh, I could really go for a donut right now."

Sara Lebow (12:36):

Donut with legs?

Arielle Feger (12:38):

Yeah.

Sara Lebow (12:39):

This idea has legs. I'm going to get kicked off of my own podcast. Okay, number two, Frida Uncensored. Frida is a baby and maternal care brand. Zak, are you familiar with Frida as a person with children?

Zak Stambor (12:55):

No, I'm not.

Sara Lebow (12:55):

Okay. Frida is a baby and maternal care brand that has, their flagship product is this snot rocket kind of product, but they're also maternal care and they have these uncensored videos offering tutorials and information for postpartum women related to taboo or stigmatized topics about health. They put out a series of out of home ads casting for these videos, like putting real women in these videos. These caught my attention at South by Southwest. The ads hinted at explicitness, but were pixelated because they were out of home ads.

(13:32):

I like the ads a lot because I found them legitimately daring in a world that deprioritizes or stigmatizes women's health. And because without mentioning Frida's products at all, they still provided brand equity and awareness. This was the number one thing in coming up with this list that stood out to me. Not these campaigns specifically, but brands that did a campaign that had nothing to do with their product, but just had to do with raising brand awareness and boosting their brand's identity.

Rachel Wolff (14:03):

Well, I think that also has to do with the types of products that we're talking about, right? If you're Heinz, so much of it is about your brand equity.

Sara Lebow (14:10):

I would suggest checking out those ads. I think they're cool. Number one, Heineken's Boring Mode app. Arielle.

Arielle Feger (14:17):

Okay, so previously, Heineken teamed up with a street wear retailer called Bodega to launch what it called the Boring Phone, which basically is just like it had no internet access, and now it's kind of expanding on that idea with an app that can turn any phone into a, quote dumb phone with no internet access. And so the campaign really centers around encouraging consumers to unplug, to be there with their friends as they're at a music show or hanging out. And I just think that's really at a time where most brands are encouraging consumers to go online or become more digital, obviously you have to download the app, so there's that. But I just think it's a really fun thing, and we do hear a lot about Gen Zers or even Gen Alphas learning-

Sara Lebow (15:15):

If you're listening to this, please don't buy a Heineken.

Arielle Feger (15:18):

No, that's actually a really good point. But we do hear about people wanting to unplug a little bit, so I think it's playing into that trend.

Sara Lebow (15:27):

Yeah, this one stood out to me because if you're Heineken, everyone knows your product is beer. Everyone already knows that, so you don't really need to be pushing our specific beer. That honestly might not work if you're Heineken. Instead, you need to be pushing that brand equity.

Arielle Feger (15:48):

And experience.

Zak Stambor (15:49):

Totally. And beer is something that you have in a social setting generally, and so I love this idea of fostering dialogue, fun, engagement rather than focusing on your phone, which so many of us do so much of the time, even when we're among each other.

Sara Lebow (16:11):

This evokes my favorite Cher tweet, which is, "I need to shoot my phone." Iconic tweet from Cher.

Arielle Feger (16:18):

Good old Cher.

Sara Lebow (16:20):

Okay, so our final list is number eight, Liquid Death Kegs for Pregs. Number seven, Kate Spade Heinz bag, number six, A1 AI. Number five, Coors Light spelling mistake, number four, Bon Iver canned salmon. Number three, Dunkin's sexy spider, number two, Frida Uncensored, and number one, Heineken's Boring Mode. Now it's time for our second half where Zak and Rachel get to tell us where we went wrong. Each of them will have a chance to move a brand up or down our rankings and to list a new company entirely. So Rachel, make a move.

Rachel Wolff (17:00):

Okay, I'm going to move Dunkin's sexy spider down.

Zak Stambor (17:04):

Oh no, that was my move.

Rachel Wolff (17:06):

Oh, no.

Sara Lebow (17:06):

Wait. Okay, so make this case together then.

Rachel Wolff (17:10):

I mean, I think it's just one of those things where it's a fun campaign on social, but again, does it move the needle for the brand? I don't know necessarily, and I also didn't remember that this happened. So in terms of longevity, I don't think it really worked either.

Zak Stambor (17:26):

Yeah, I agree. I just, again, like I said before, it's like, yes, it is unexpected. It does capture my attention, but I'm not sure it does it in a way that makes me want to actually go get a donut or a cup of coffee. It's just attention to me. It's attention for attention's sake.

Arielle Feger (17:48):

Isn't that what the whole point is? One might say?

Zak Stambor (17:54):

If it would then drive me to go to Dunkin.

Arielle Feger (17:59):

Yeah.

Zak Stambor (18:00):

It just strikes me as like, okay. It's a try-hard to me.

Arielle Feger (18:08):

I understand where you're coming from, but you said it yourself. You said it was unexpected and I feel like that's the name of the game here.

Sara Lebow (18:18):

Yeah. Although I get the argument that being unhinged on social media is par for the course at this point.

Arielle Feger (18:24):

It is. I see it both ways, but I...

Sara Lebow (18:28):

You like the spider, you're team spider?

Arielle Feger (18:30):

I don't know. I don't know. Do you want to move it completely off the list or do you want to move it down?

Rachel Wolff (18:37):

I think I would move it off the list if it were me. Zak, where would you move it?

Zak Stambor (18:42):

Yeah, I've got mine that I'm putting on the list.

Sara Lebow (18:45):

I mean, I'm fine with moving it to number eight.

Arielle Feger (18:48):

I'll move it to number eight.

Sara Lebow (18:49):

All right, we're moving to number eight. Let's see if you guys can actually get it off the list with yours.

Arielle Feger (18:54):

This is a new challenge.

Sara Lebow (18:55):

[inaudible 00:18:56] take suggestions. You've talked a big game.

Rachel Wolff (18:59):

To be fair, there wasn't that much pushback, I will have to say.

Arielle Feger (19:02):

Yeah, I tried a little.

Sara Lebow (19:04):

Okay. It is wild card time. This is where you both can add a new brand to the list, but let's see if you succeed at that or not. So Zak, what is your wild card?

Zak Stambor (19:16):

So I want to talk about Budweiser and their Beer Behind the Backstage campaign, which is an outdoor and print campaign that really highlighted the brand's connection to music. Budweiser has been a consistent presence on backstage riders for musicians for decades, and this campaign used the actual riders minus the band names on billboards throughout right in front of iconic venues like Madison Square Garden, Hollywood Palladium, and it gets people guessing whose requests these are. It seems a little unexpected. It seems a little effective to just use the actual documents and it's kind of like a boring visual presence, but it's also an interesting visual presence. And so it's not flashy, but it is authentic. And so I just kind of liked it.

Sara Lebow (20:21):

It's interesting that you say that about the boring visual presence because when Arielle and I were putting this list together, we were like, "Okay, brands need to do things that are unexpected. As they do that, the unexpected gets more and more expected and they need to find ways to go over the top." And we were like, "Where does that leave brands?" And so that simplicity, that boring look actually does stand out in a world of flashiness. Budweiser has also always tied itself to music, so this is really core to its brand identity. They had what a music festival in the early 2010s, the Made in America Music Festival.

Arielle Feger (21:00):

Made in America.

Sara Lebow (21:01):

So yeah, I mean this makes sense. Wow. We're really... Congratulations, beer companies, on your marketing. Who knew beer companies had good marketing?

Arielle Feger (21:12):

And I would be lying if I said I didn't really enjoy looking at people's riders. I always find it really interesting.

Zak Stambor (21:18):

Right? It's super fun.

Arielle Feger (21:19):

People ask for it.

Sara Lebow (21:20):

I went to a conference a while ago where Shaq was a speaker and the announcer said what his rider was and he said, all it said was 12 peanut butter and jelly sandwiches and his team ate all of them.

Arielle Feger (21:35):

There's something very wholesome about that.

Sara Lebow (21:37):

Yeah.

Rachel Wolff (21:37):

Did he specify what kind of peanut butter?

Sara Lebow (21:39):

I don't know.

Arielle Feger (21:40):

He should.

Zak Stambor (21:41):

That was my question.

Sara Lebow (21:43):

Shaq, if you're listening-

Zak Stambor (21:43):

Chunky or smooth?

Sara Lebow (21:46):

Okay. I'm fine with putting them on the list. I don't know if they're that high on the list.

Arielle Feger (21:51):

Yeah, I would definitely put them towards the bottom, but I definitely agree with putting them on there. I mean, we could knock off good old Dunkin, right? Put Budweiser.

Sara Lebow (22:06):

Sorry to Dunkin's Sexy Spider. Please don't take it personally, spider.

Zak Stambor (22:13):

Okay.

Sara Lebow (22:14):

Yeah. All right. Budweiser Rider. Rachel, what is your wild card?

Rachel Wolff (22:19):

My wild card is a campaign that I've been watching very closely over the past couple of weeks, and that is this new soap from Dr. Squatch that incorporates bath water from Sydney Sweeney.

Arielle Feger (22:32):

Oh, okay. Yep. That is something that's been happening.

Rachel Wolff (22:38):

Yeah, so I think-

Sara Lebow (22:39):

I don't know about this.

Arielle Feger (22:40):

Oh, lucky you.

Zak Stambor (22:40):

What? How do you not know about them?

Sara Lebow (22:43):

Because I deleted all social media from my phone.

Rachel Wolff (22:47):

So allegedly, we don't know if this is true, but they claim it's true. This soap incorporates a little bit of her bath water. I think the other ingredients are sand and pine bark extract. And the other notable thing is that I forgot to mention, this is a brand for men, so they're clearly... There's a reason they chose Sydney Sweeney to do this. I think it's a very tongue in cheek campaign. Definitely very cheeky. I think it's more effective than the Dunkin campaign because it has actually gotten people to buy the soap, which sold out immediately. Unsurprisingly.

Sara Lebow (23:22):

I don't know if you guys have heard a little marketing term, but it's sex sells.

Rachel Wolff (23:26):

Yeah, exactly. I think you can buy them now for like 2000 bucks on eBay if anybody is interested.

Sara Lebow (23:31):

Okay. According to the internet, you can also buy it for $13 at Walmart. So try there first.

Rachel Wolff (23:38):

Take your pick.

Arielle Feger (23:41):

Yeah, Rachel, that's a great one. I can't believe that... I think I've just blocked it out so much.

Rachel Wolff (23:47):

Yeah, I was shocked it didn't make the list.

Arielle Feger (23:50):

Have been purposely avoiding-

Rachel Wolff (23:51):

Shocked and happy.

Sara Lebow (23:52):

This campaign has everything. It has men's personal care, a huge up-and-coming category that is crowded with D to Cs, crowding with D to Cs, I should say, that need to find a way to stand out. It has a very relevant actress and it has controversy.

Rachel Wolff (24:17):

And it was timed to release around... I think she has a movie out at the same time, so she's promoting her movie. She's in the spotlight and the soap comes out. So I think it's kind of a perfect storm.

Arielle Feger (24:28):

Yeah, it's got to go on the list and I would put it up pretty high personally.

Sara Lebow (24:33):

Does it get number one?

Arielle Feger (24:34):

I think it might.

Sara Lebow (24:38):

That's going to kick Budweiser Rider off the list.

Arielle Feger (24:43):

I feel bad now.

Zak Stambor (24:43):

Oh, man.

Arielle Feger (24:43):

I know. I feel a little bad, but yeah, I think it's very timely and relevant. It's happening pretty much right now and yeah, I've seen so many.

Sara Lebow (24:55):

I've got-

Arielle Feger (24:56):

... social media posts.

Sara Lebow (24:57):

I've got a new pitch in defense of Zak and Zak's honor.

Arielle Feger (25:01):

Okay. I'm listening.

Sara Lebow (25:02):

And it's hard for me to say this because I really like this campaign, but I think Budweiser Rider maybe should replace Kate Spade Heinz bag because Kate Spade does launch kitschy bags. And we put that on the list I think because you and I are both really partial to ketchup. Well, I'm not partial to ketchup, but you're partial to ketchup and I'm partial to kitsch.

Arielle Feger (25:29):

And I do like food related things.

Sara Lebow (25:31):

Yeah.

Arielle Feger (25:32):

Yeah, I mean especially because as Rachel mentioned, they are doing another line with M&M right now.

Sara Lebow (25:38):

Yeah, they've done similar things.

Arielle Feger (25:40):

Sure, sure.

Sara Lebow (25:41):

Congrats, Zak.

Zak Stambor (25:42):

Okay, there we go.

Sara Lebow (25:45):

So our final list is number eight, Liquid Death Kegs for Pregs. Number seven, Budweiser Rider, number six, A1 AI. Number five, Coors Light spelling error, number four, Bon Iver canned salmon, number three, Frida Uncensored. Number two, Heineken Boring Mode app, and number one, Dr. Squatch Sydney Sweeney. Hard to say.

Arielle Feger (26:09):

Yeah, a little bit of a tongue twister.

Sara Lebow (26:10):

Thank you guys for joining us and informing our list. Thank you so much for being here, Arielle.

Arielle Feger (26:17):

You are welcome. This is really fun.

Sara Lebow (26:19):

Thank you, Rachel.

Rachel Wolff (26:20):

Thanks for having me.

Sara Lebow (26:21):

Thank you, Zak.

Zak Stambor (26:23):

Yeah, thanks.

Sara Lebow (26:25):

Please give us a rating and review wherever you listen to podcasts. Thank you to our listeners and to our team that edits the podcast and is always doing the unexpected. We'll be back next Wednesday with another episode of Reimagining Retail and EMARKETER podcast. And on Friday, join Marcus for another episode of Behind the Numbers, an EMARKETER podcast made possible by Cint.