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Brave Commerce Live took place in New York City in May, bringing together hundreds of brand leaders to discuss the biggest challenges and opportunities facing the commerce industry and how they could work together to drive growth.
On stage at the event, Brave Commerce host Sarah Hofstetter was joined by Campbell’s Snacks executives Janda Lukin, chief marketing officer, and Mike Pierson, chief customer officer. They discussed collaboration in the C-suite that drives omnichannel success, specifically in light of the recent launch of Campbell’s Snacks’ Goldfish Crisps.
Discover how the iconic Goldfish cracker brand expanded its appeal beyond kids to become a beloved all-family snack. From strategic pivots based on insights to cross-functional partnerships between sales and marketing, this conversation delves into the keys to a successful launch.
You’ll hear about the importance of partnership, alignment on KPIs, and the creative solutions that brought this product to life, including how they overcame challenges in retail and leveraged consumer insights for explosive growth.
Listen to this episode and find the video of the session here.
Key takeaways:
Insight-Driven Innovation: Goldfish capitalized on the insight that nearly 50% of its consumption came from adults, leading to a strategic pivot to expand its audience beyond children.
Cross-Functional Collaboration: The success of the Goldfish Crisps launch was fueled by seamless teamwork between sales and marketing, united by common goals and transparent communication.
Retail Strategy & Execution: A well-coordinated approach with retail partners, combining in-store displays and digital shelf optimization, was crucial in making the launch one of the brand’s most successful to date.
