Future Commerce Ecology and The Death of Culture™
Feb 14, 2025
Sharon Guillem, Senior Vice President at Feedonomics, and Wayne Strap, E-commerce product strategist at Codal, dive into the chaotic world of influencer marketing. They discuss how backlash can paradoxically boost visibility, with Poppi’s Super Bowl fiasco as a case study. The conversation also explores shifting meanings of 'culture' in food branding, the rise of participatory advertising, and the evolving landscape of e-commerce strategies. Expect humor and insight into how technology reshapes marketing in today’s competitive landscape.
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Poppy Vending Machine Controversy
- Poppy's influencer vending machine campaign sparked controversy and backlash.
- Olipop, a competitor, criticized Poppy for allegedly giving away expensive vending machines.
Culture vs. Ecology
- Brian believes the word "culture" is overused and watered down, preferring "ecology."
- He wants to explore the humanities in business and move beyond technology.
Super Bowl Backlash
- Poppy faced backlash for their Super Bowl influencer campaign with branded vending machines.
- Olipop's criticism generated earned media for Poppy, highlighting the unpredictable nature of online attention.