What's Happening?
Noah Knoblauch, head of ecommerce and retail media at Suave Brands Company, discusses the strategies for rebuilding legacy consumer packaged goods (CPG) brands like Suave and ChapStick for a digital-first future. Following the brand's spin-off from Unilever and Haleon, Knoblauch focuses on profitability and operational foundations before investing in content and storytelling. He emphasizes strategic bundling, keyword-level retail media planning, and the importance of team structure and omnichannel planning to drive results in a private equity-backed environment.
Why It's Important?
The transformation of legacy CPG brands like Suave highlights the necessity for traditional companies to adapt to the digital age. By focusing on ecommerce and digital marketing strategies, these brands can remain competitive and relevant in a rapidly changing market. This shift is crucial for maintaining market share and meeting the evolving expectations of consumers who increasingly rely on digital platforms for their shopping needs. The success of such transformations can serve as a blueprint for other legacy brands navigating the digital landscape.
