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SEPTEMBER 16, 2025 |
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Which of the following brands just promoted their CMO to president? |
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A) eos B) Burt’s Bees C) Vaseline D) Bath & Body Works |
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TOP STORY |
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“We have a rule at Liquid Death that if you expect us to do it, we should not do it,” said the brand's chief media officer Benoit Vatere at EMARKETER’s Future of Digital Summit yesterday.
Vatere outlined the brand’s paid social challenges, why it’s doubling down on connected TV (CTV), and how it plans to build standout creative as it expands into the crowded energy drink space. Here are a few takeaways from the session. |
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IN THE NEWS |
As TikTok deal looms, what happens to the algorithm? As creators, marketers, and users await details of a TikTok deal hinted by the Trump administration, our analyst Jasmine Enberg says the greatest impact could depend on how it handles the platform’s powerful and unique algorithm. Read online |
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Other headlines: |
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Google faces first major publisher lawsuit over AI Overviews. Penske Media, parent of Rolling Stone, Billboard, and Variety, has become the first major US publisher to sue Google over its AI Overviews feature, per Reuters. Read online
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Meta debuts ad options for Reels, Threads amid possible upheaval. Meta announced new ad options at its Brand Building Summit, focused on Reels and innovative ad formats for Threads, per a blog post. Read online | | | |
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ANALYSIS |
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Dupes are being purchased at high rates among affluent consumers, even more than those with lower incomes. |
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70% of high-income US adults (earning $150,000 or more) have tried a dupe private label product, per April 2025 First Insight data.
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This outpaces the 53% of mid-income consumers ($51,000 to $149,000) and the 41% of low-income consumers (under $50,000) that bought dupes. |
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As tariffs and inflation drive prices higher, the trend will likely accelerate. |
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PODCAST |
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In today’s episode, we discuss how stablecoins differ from other blockchain technologies, the risks they introduce for traditional financial institutions, and how consumers are responding to these payments.
Tune in onApple Podcasts, Spotify, YouTube, or wherever you listen to podcasts. Follow us on Instagram. “Behind the Numbers” is made possible by Nielsen. |
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