The Evolving Language of Culture in Food Marketing

When does a word become so ubiquitous it loses all meaning? Brian's sudden aversion to "culture" sparks a meandering exploration into the semiotics of commerce, just as Poppy's influencer vending machine saga becomes an unlikely metaphor for marketing's existential crisis. PLUS, we revisit a key moment from NRF 2025.

The Great ‘Culture Cancel’ of 2025

Key takeaways:

• [13:30] The Poppi fallout: After being slammed by fans around the globe for an influencer activation, Poppi juggles image repair. 
• [23:00] Poppi vs. Olipop: Controversy doubles the audience.
• [29:00] Super Bowl LIX: This year’s game was an underwhelming canvas for Kendrick’s victory and Poppi’s brief downfall.
• [35:00] One of the most impactful ads this year was creator-made, by a Doritos fan.
• [46:00] Big creative is more accessible now than ever, as displayed by big brands like Liquid Death using small but mighty budgets.
• [51:00] On this week’s After Dark episode, we unpack Kanye West’s breakdown and public rage against Ye and Shopify.
• “If you want to get attention, start a war.” – Brian
• “In the last few years, the NFL has become more participatory.” – Brian

Associated Links:

• Order your copy of LORE by Future Commerce
• Dan Murphy, SVP of Marketing at Liquid Death on Future Commerce
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• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

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