Spindrift’s Amy Steel Vanden-Eykel on Turning Brand Loyalty into Household Penetration
From BRAVE COMMERCE · 25:31
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In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Amy Steel Vanden-Eykel, Chief Growth Officer at Spindrift, about how Spindrift is building awareness, expanding household penetration, and standing out in a competitive beverage category. Amy shares how Spindrift is leveraging strong consumer loyalty to expand its reach and drive household penetration. She also explores the brand's approach to connecting with new audiences, strengthening its commerce strategy, and pursuing innovation in an increasingly competitive market. Key takeaways: Standing out in a crowded category requires connecting product truth with emotional resonance and cultural relevance. Turning brand love into purchases requires a full-funnel approach, from awareness to conversion. Expanding into new categories means balancing innovation with the attributes that define the brand. See omnystudio.com/listener for privacy information.
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