Hydration category pricing shifts

The operators talk about the complexities of channel expansion, debating the strategic trade-offs between doubling down on digital ads versus pushing into physical retail. They discuss how pricing power acts as a form of marketing and why a $30 customer acquisition cost is becoming the floor for most brands. The conversation also explores the nuances of brand versus performance marketing, the hidden risks of international expansion into Europe compared to the US market, and how AI is reshaping creative production while potentially accelerating "peak screen time" and changing consumer behavior.

Chapters:

00:00:00 - Introduction

00:02:28 - Channel Expansion Strategy

00:22:51 - Measuring Marketing ROI

00:42:22 - Managing Complexity in Channel Expansion

00:55:02 - The $30 CAC Floor

01:09:37 - AI's Impact on Brand Authenticity

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