• by Barbie Romero , June 3, 2025

At our CPG Brand Insider Summit in Nashville, top brands Liquid Death, Stanley 1913, Planters, Utz, and CLR Brands shared how they’re evolving their strategies to better connect with today’s consumers. From Liquid Death’s bold top-of-funnel Super Bowl campaign to Stanley 1913’s culturally relevant limited-edition drops, brands are leveraging creativity and cultural alignment to drive engagement. Planters also shared how they navigated entertainment tie-in challenges, Utz discussed how they are aligning sales and DTC teams for seamless omnichannel execution, and CLR Brands shared their refreshed audience segmentation and messaging.

Catch the best moments from the on-stage discussions below.

Watch the full session recordings here!

Benoit Vatere, Chief Media Officer from Liquid Death, spoke about having a strong top of funnel Super Bowl linear campaign and mentioned that without top of funnel there would be no one to convert. 

Anthony Potgieter, Senior Director, Ecommerce from Stanley 1913, shared how the brand cultivates exclusivity by launching culturally resonant limited-edition products in collaboration with celebrities like Lainey Wilson, Olivia Rodrigo, Post Malone, and more.

Lanessa Aurand, PLANTERS Brand Manager from Hormel, discussed the challenge of aligning differing timelines between entertainment partners and retailers when collaborating on a movie tie-in, particularly when bound by an NDA while needing to promote the film on product packaging.

Jolie Laurence, Omnichannel Media Lead from Utz Brands, spoke about unifying metrics across the organization by aligning sales and DTC teams around a shared, incentivized end goal to drive an effective omnichannel marketing strategy.

Jaci Volles, CMO from CLR Brands, discussed how they redefined their audience and messaging strategy to position their latest campaign around the everyday use of cleaning products.

If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.