In this session...
In today’s fragmented attention economy, the brands winning hearts (and headlines) aren’t just reacting to culture; they’re co-creating it. From Doritos’ new Golden Sriracha launch, an over-the-top spicy-sweet parody that plays with nostalgia and humor, to Coors Light’s viral “Lights Out” moment-turned-marketing-magic, brands can harness everything from real-time internet chatter to long-simmer cultural trends to stay relevant.
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In this session, you'll hear from marketing leaders from Molson Coors, PepsiCo, and creative agency Rethink to explore what it really takes to move at the speed of culture without sacrificing brand integrity.
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What You'll Learn from This Session...
- Discover how to move quickly without sacrificing brand identity
- Learn when and how to tap into cultural moments to gain consumer attention
- Explore how to build long-term brand relevance by harnessing real-time trends
