Inside SkyPop's playbook for marketing protein soda to everyday consumers

As pizza's value wars intensify, Domino's is rethinking how to deliver value without blending in. CMO Kate Trumbull discusses the brand's focus on consistent deals, menu choice and "talk value" promotions like Emergency Pizza and You Tip, We Tip. She also discusses making the brand more "craveable" through a recent rebrand.

The future of advertising is audience-first, and Warner Bros. Discovery is leading the shift. In this sponsored episode of the Marketer's Brief podcast, Ad Age contributing editor Natalie Zfat sits down with Ryan Gould, president of U.S. advertising sales go-to-market at Warner Bros. Discovery, to explore how the company is evolving its approach to deliver both scale and measurable outcomes. From premium storytelling and live sports to innovations like Shop with Max, Gould outlines how WBD is connecting brands to culture while reducing friction between content and commerce. Tune in to hear how the company is addressing measurement challenges, simplifying cross-platform buying, and helping marketers turn engagement into impact in a rapidly changing media environment.

Head of Axe U.S. Dolores Assalini talks about how the Unilever-owned body spray brand is growing up with its customers through new products designed to lighten usage among teen boys through a more controlled spray. She also discusses why Axe is showing in cultural moments such as the World Cup, and how it is tapping into TikTok's 'fragrance maxxing' trend.

Lisa Horton, chief creative and communications officer at David's Bridal, talks about how the bridal retailer has leaned into AI—from proprietary LLMs and writing press releases, to shopping in ChatGPT and an AI-powered wedding planning platform.

Evermark CMO Rachel Behm unpacks how a recent social-first campaign for Suave is winning new Gen Z customers craving entertainment, including episodic and comedic marketing content. She also discusses the idea of reframing the value of Evermark brands, including ChapStick and Q-tips, as smart luxury in order to capture shoppers eager to trade down to cheaper, drugstore brands amid economic anxiety.

Genesis CMO Amy Marentic describes how the auto brand took a blank canvas approach to raise awareness in a segment dominated by older brands like BMW and Mercedes. She describes how the marketing department sold a campaign pivot internally. Marentic also dishes some advice on experiential marketing, including how the automaker uses its Genesis House in New York City as a brand equity play channeling Korean hospitality. Also, hear how she approaches marketing metrics.

Consumer Reports CMO Khalid El Khatib explains how the independent nonprofit brand's 90-year history of testing products is creating trust amid AI slop and misinformation, reflected in its recent $3 million "We Never Stop Questioning" campaign. He also discusses how the membership-based organization is adapting its strategy to reach audiences across generations—from boomers spending more time online to younger consumers encountering the brand for the first time—and what that shift means for building credibility in a rapidly changing media environment.

Chief Marketing Officer Jessica Jensen is positioning the platform as a "port in the storm" for job seekers navigating a tough market. She discusses how the message is coming to life in a new campaign from McCann NY. Plus, Jensen describes how LinkedIn is changing its tactics as AI and macroeconomic factors reshape the future of work. She also talks about how LinkedIn is attracting new users, including creators and advertisers beyond its typical B2B target audience.

SkyPop CMO Dave Cohen discusses the protein boom on the beverage aisle, and how the brand uses TikTok and audio sampling in their marketing gameplan. He also discusses how the brand, which formerly went by Don't Quit, positions their protein soda as a product for everyone and not just athletes.

Crunch Fitness CMO Chad Waetzig talks about the brand's recent New Year's campaign "Feel More" and how Crunch is promoting itself as a social destination for younger consumers facing post-pandemic loneliness. He also discusses how Crunch is programming around the rise in GLP-1-medication use and helping customers combat "skinny fat."