20:53 – 22:30 – Modernizing an Iconic Brand – Campbell’s brand is timeless, appealing to people of all ages, but particularly resonating with the younger crowd. This surge in popularity can be attributed to the remarkable force of nostalgia and cherished memories, as individuals associate Campbell’s with heartwarming moments such as enjoying a bowl of their classic chicken noodle soup. To effectively engage with the younger generation, the brand capitalizes on various occasions, employing strategic rebranding efforts and innovative packaging. Lee also acknowledges the challenge of modernizing an iconic brand, while still staying authentic.
29:37 – 31:23 – How is AI Impacting the Role of Retail Media – AI tools are redefining the role of sales and marketing across the customer journey and closing the loop between the top-of-funnel and bottom-of-funnel activities. Generative AI provides opportunities that didn’t exist earlier, and data analytics is much faster with real-time analysis. The analytics go beyond just dollar sales. Brands now have access to consumer response, allowing companies to be more agile in their response to customer and market changes.
