Influencer Marketing

Just days after becoming CEO of Unilever, Fernando Fernandez made waves by discussing plans to move to a social-first advertising strategy, shifting 50% of ad spend to the channel and looking to work with 20 times as many influencers. Even as social media remains one of the fastest-growing marketing channels across the industry this year, it was a bold statement. 

“There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,” Fernandez said in a fireside chat with Barclays analyst Warren Ackerman. “This is one of the things I will drive like hell in the company in the next few years.”

Dove, Unilever’s largest brand, was one of the first at the CPG giant to utilize influencer and creator marketing. For the brand’s leadership, Fernandez’s statement was “music to our ears,” said Marcela Melero, chief growth officer for Dove Personal Care North America and Dove Masterbrand.

“It’s reinforcing the path we’re already going to,” Melero said. “It’s all about doubling down on efforts that we were already doing before.”

While Dove is an early focus of Unilever’s big social media push, it is expected to extend to the company’s other brands.

The expansive approach to social media is evident with Dove’s #ShareTheFirst effort, the brand’s first campaign made entirely from creator content without studios or added production. Developed with Edelman, #ShareTheFirst has scaled to 14 markets since launch, features content from global creators and sees the brand shifting from a broadcaster model to a many-to-many one.

“It’s really our way of being closer [to] and deeper with the communities that we serve,” Melero said.

Insight-driven, creator-led

For more than two decades, Dove’s “Real Beauty” platform has looked to build self-confidence in women of all ages. Its evolving efforts have always been based in research, and #ShareTheFirst is no different. The brand found that nine in 10 women take up to 50 photos before posting one, and that six out of 10 don’t post their happy moments on social media because they’re not happy with their photos.

“Especially as a woman, it’s very easy to take multiple photos, feel slightly self-conscious about your body — whatever that might be — and not share it,” said Sarah Potter, global Dove PR and social influencer director. “How can we bring that joy back to capturing those real, spontaneous moments?”

Dove has worked to utilize creators as connectors to communities rather than just a media channel. #ShareTheFirst goes further: After conversations with Edelman, Dove decided to move from using creators as effort extenders to the be-all-end-all of campaign creation — a first for the brand.

“Basically, everything from the direction of how we were going to do it, the tone of voice, the execution, the content — everything came from creators. There was no [pre-production meeting], there was no production, each creator has their own stories… so what you get is so much more rich and valuable,” said Melero.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Rania (@raniamvr)

Dove began testing the campaign concept with U.K.-based creator Lucy Reeves before expanding to more than 100 influencers. The campaign includes an out-of-home takeover at London’s Liverpool Street station that uses 64 digital screens to mimic a scrolling camera roll. The creator-led approach allowed the campaign to go from brief to live within 48 hours in some markets, enabling the brand to keep up with the speed and specificity of social media.

“If you give three creators the same brief, you’re not going to get back the same content,” Potter said. “They know what works for their community, they know what works for their followers.” 

Commitment to creators — and purpose

Dove has worked with some of its community of creators since 2017, so #ShareTheFirst worked as a natural extension of previous efforts and relied on years of built-in trust between brand and creator.

“We’ve moved beyond just working with creators as the amplifiers of the story. They’re really co-creating with us,” Potter said. “They’ve been part of our community for the long term. We’re not looking at contracting someone within 24 hours to suddenly post about the brand.”

Dove’s existing relationships allow the brand to find creators that are aligned with its values that have been established with platforms like “No Digital Distortion” and pledges like its announcement last year that it would not use artificial intelligence to represent women in its advertising and communications.

“It’s the creators that tell us, ‘You need to do something with this,’” Melero said, citing a 2023 effort against a trending filter as an example. “That’s how these relationships are being built.”

With “Real Beauty,” Dove has worked to make beauty a source of happiness — not anxiety — for women everywhere. That mantra remains the same, even as the platform evolves to be relevant and connected to cultural conversations. But despite an industry-wide retreat on purpose-driven marketing — and, in Unilever’s case, activist investor actions — that is not happening at Dove.

“Purpose is the secret sauce of Dove, and purpose has been at the center of the growth trajectory of this brand,” Melero said. “This is not being questioned at all: We stay true to our north star… It’s not a question, and we are very committed to it.”

JCPenney has named VaynerMedia as its social media and influencer marketing agency of record, the latest step in a strategy revamp for the department store chain, according to a press release. 

The retailer will tap into VaynerMedia’s creative and production capabilities, as well as a social influencer seeding offering focused on boosting relevance. The first fruit of the partnership is an Instagram post promoting an auction for a pair of JCPenney jeans worn by Marilyn Monroe.

VaynerMedia will work with the brand’s media agency of record Dentsu and lead creative shop Mischief, another recent hire. JCPenney plans to launch a large-scale integrated campaign that will provide a clearer view into its new marketing approach. 

JCPenney continues to round out its agency roster with shops focused on social-first and disruptive tactics that could grow the retailer’s appeal with key young shoppers and reverse sliding sales. VaynerMedia is tasked with amplifying the range of fashion available at the department store chain to encourage discovery, along with messaging around value. 

How and why products in categories like apparel take off in popularity is very different than even a few years ago. TikTok has reshaped retail trends, with low-production videos of influencers and even everyday users getting dressed causing items to go viral overnight. The TikTok effect has been a boon to other legacy retailers in search of renewed relevance, and JCPenney could be looking to tap into the same magic through VaynerMedia offerings like its influencer seeding service. 

Gary Vaynerchuk, the entrepreneur behind VaynerMedia, said that the firm digs deep to find out what makes consumers tick across different social platforms and emphasized a mandate to drive “significant business growth” for its new client.

“VaynerMedia’s track record in modernizing brands is undeniable," said Marisa Thalberg, chief customer and marketing officer at JCPenney’s parent Catalyst Brands, in a press statement. “[JCPenney is] confident that putting social at the center of our marketing is an essential part of awakening people to all that is, perhaps surprisingly to some, in store at JCPenney.”

Thalberg spearheaded VaynerMedia’s appointment. The move follows JCPenney hiring upstart Mischief @ No Fixed Address as its creative agency at the start of 2025. Mischief is known for headline-grabbing stunts and is working with JCPenney on “big swing” creative projects.

Thalberg originally joined JCPenney as consulting CMO in October of 2024 after prior stints at brands like SeaWorld, Lowe’s and Taco Bell. JCPenney in January 2025 combined with Sparc Group, an operating entity that owns brands including Aéropostale, Brooks Brothers and Eddie Bauer, to form Catalyst Brands, with Thalberg landing the top marketing role. One benefit of the deal is granting JCPenney access to a wider customer data set that can inform personalization, marketing and loyalty efforts. 

Sponsored content

By Sprout Social

Sprout Social recently published two reports exploring how the most successful marketers are finding and measuring the real power of authentic influence: 'The State of Influencer Marketing' and 'The Influencer Marketing Benchmarks Report.'

An astonishing 86% of consumers have made a purchase inspired by a creator. The content driving purchases: genuine reviews (64%) and clear-cut incentives (55%)—proving that authenticity is the engine of conversion.  Most brands think they have a handle on influencer marketing. They chase follower counts, buy into polished content that looks like an ad and operate with the old playbook. But in a world that craves authenticity, they're missing the point.

The path beyond vanity metrics

For a long time, the industry's benchmarks revolved around surface-level metrics—likes, shares‌ and comments that often had more to do with vanity than with business value. This focus on the superficial created a transactional market, where brands paid for access to an audience without earning their trust. But 67% of consumers think the best brand and influencer collaborations are honest and unbiased. This old approach led to wasted budgets, unfulfilled promises‌ and a pervasive feeling that influencer marketing was an unpredictable gamble.

The smartest marketers have already abandoned this old approach. They're not just looking at engagement rates; they're looking at audience alignment. They're moving past one-off transactions to build lasting partnerships with creators who share their brand's values. This shift allows brands to move faster by having a strong network of trusted creators. It also helps brands multiply ROI by focusing on ‌content that‌ converts, which connects their influencer efforts directly to tangible business outcomes. In 2025 and beyond, successful brands are making influencer marketing an integral part of their overall social strategy, turning what was once a guessing game into a predictable, profitable channel.

What's next for marketing

The future of marketing won't reward ‌brands for shouting the loudest. Brands that listen intently and build meaningful relationships will win. In an era of digital noise, a single genuine review can be more valuable than a million empty likes. The transition from the old playbook to this new reality is a journey. It requires a new way of thinking, new metrics to measure‌ and new insights to guide your strategy. To navigate this evolution, you need a partner who can provide the data and technology to ground your strategy in the voice of the customer and help you unlock the full power of authentic influence. This is the new discipline, and it's where real, sustainable growth is found.

Influencer marketing continues to grow in popularity, with 59% of marketers reporting they plan to partner with more influencers in 2025 compared to 2024. Only 37% plan on partnering with the same number, according to data from Sprout Social. While marketers are increasing their investments in influencer marketing, rapid changes in the social media landscape raise questions on effective strategies for implementation.

“The market for influencers continues to grow and we don’t see that slowing down. Consumers will follow influencers to new platforms as they’ve become trusted sources of inspiration and entertainment,” said Layla Revis, vice president of social, content and brand marketing at Sprout Social.

Sprout’s “Q1 2025 Pulse Survey” included 650 marketers from the U.S., UK and Australia. All respondents had duties related to social media management and influencer marketing. The online survey was conducted by Glimpse between Jan. 9 and Jan. 27, 2025.

The more the merrier?

Seventy-seven percent of brands partner with one to 10 influencers at any time. B2C brands tend to engage in a higher volume of influencer partnerships compared to the average, with 52% of consumer-facing brands partnering with six to 10 influencers while 23% partner with 11-19 influencers.

The reasons for investing in influencer marketing are varied, according to the survey. For 66% of brands, the investment is meant to increase brand awareness. Over half of survey respondents said influencer marketing increases audience engagement (59%) and increases credibility, trust and revenue growth (55%). Under half said the goal is to improve customer loyalty and retention (45%) and product development and co-creation (33%).

“The reality is that traditional forms of digital advertising are losing their edge. Shifts from traditional SEO have been impacted by new [artificial intelligence] search trends, paid media is more costly and, oftentimes, delivers less impact, and brands are turning to influencer marketing not just as an alternative tactic but as a powerful strategy,” said Revis.

Platforms, diversified

Between the possibility of a TikTok ban and controversial changes such as Meta’s decision to get rid of fact checking in favor of community notes, consumers are looking to explore new social media platforms. If marketers want to keep up, they need to understand what consumers look for in each platform, including Twitter look-alike Bluesky and X (formerly known as Twitter).

“As we face a potential TikTok ban in the U.S., influencers should clarify with audiences where they plan to migrate to, while brands should actively support them,” Revis said. “It’s more important than ever to partner closely with influencers, both to safeguard revenue and stay aligned with evolving consumer platform preferences.”

Regarding Bluesky, 52% of brands are already posting there, according to the survey. Of the brands that are not on the platform, 30% plan on building a presence, 6% have claimed a profile and only 8% do not plan on using it at all. The platform has already gained significant traction in Australia, with 73% of marketers from the country saying their brands post on Bluesky.

Meta-owned Threads has also made significant efforts to establish itself as a Twitter alternative. Fifty-seven percent of marketers say their brands are already posting on the platform and 23% plan on building a presence. While 6% of brands have claimed an account, an additional 9% have no plans to use the platform.

“As consumers look for alternatives to traditional platforms, brands should establish an early presence to gain organic reach before these platforms become more saturated,” said Revis.

Lowe’s has launched what it bills as the first home improvement creator network in an effort to deepen the brand's connection with millennial and Gen Z audiences, per a press release.

MrBeast is the first major name to join the effort, and the creator has curated a dedicated storefront on Lowe's website. The brand will serve as the exclusive building partner of the second season of the creator’s “Beast Games” competition series. 

The Lowe’s Creator Network, which enrolled more than 17,000 creators during its beta launch, uses a multi-tiered system to connect with talent of all sizes. Lowe's plans to connect the new network to its retail media network in the future.

Lowe’s is getting into the creator game at a time when the advertising market continues to shift to digital channels, especially toward social media and influencers. The new offering will allow creators to earn money through commission and customize storefronts and will provide access to products, training resources and other opportunities, including project funding and sponsorships.

“Creators aren’t just making content. They’re building businesses by taking on real projects and connecting with their communities through meaningful storytelling,” said Jonathan Stanley, Lowe's head of social and influencer marketing, in the press release. 

The effort is intended to help Lowe’s build relationships with the next generations of home improvers, especially the millennials and Gen Zers who rely on creators for inspiration and advice. The more than 17,000 creators that have already signed up include accounts DadSocial and Chris Loves Julia.

“Driving preference and engagement with the Lowe’s brand by tapping into creators with varying levels of followers is a key priority for Lowe’s as we look to gain relevance with younger generations while increasing digital engagement,” said Jen Wilson, chief marketing officer at Lowe’s, in the press release.

The biggest name in the bunch is MrBeast, the most-followed YouTuber and third-most-followed creator on TikTok, who has crossed over into sponsorships, products and partnerships with brands. Along with a curated storefront, Lowe’s will build BeastCity, the customized complex that houses contestants and anchors “Beast Games,” the competition show MrBeast hosts on Amazon Prime Video that has faced its share of controversy. 

In addition to its current perks for creators, Lowe’s teased future integrations with its retail media network that could connect influencers with its vendor partners. Retail media networks are increasingly turning to creators to meet the needs of marketers who utilize these ad offerings.

While Lowe’s bills its new network as the first in the home improvement space, retailers including Walmart have run creator platforms for years. Meanwhile, agency holding companies have continued to invest in influencers, with Publicis acquiring both Influential and Captiv8.

CeraVe is often described as the “best” or “favorite” brand in survey rankings and social media posts, or as the number one skincare brand recommended by dermatologists. To further stake its claim as the “greatest of all time,” or “G.O.A.T.,” skincare brand, CeraVe introduced the world to a goat mascot named Sarah V. 

The marketing play — combining brand bona fides and an often-punny sense of humor — is representative of what CeraVe has done for years on its way to becoming a $2 billion brand. Founded in 2005 and acquired by L'Oréal in 2017, CeraVe leaned into its devoted fan base to become a global phenomenon. 

“The consumers that tried [the products] weren't silent about it, and they started talking about it on their social media. Fortunately, we had some organic, loyal users who actually happened to be influencers, as well, and they propelled the brand on the social scene and gave us some amplification,” said Melanie Vidal, global general manager for the brand.

CeraVe’s creative renaissance kicked off at the 2024 Super Bowl with a comedic spot starring Michael Cera that used earned media to amplify the ad beyond the big game. It has since used a similar playbook on a fake rom-com trailer, soap opera spoof, wide-ranging campaign that spanned sports and SNL and a prank video featuring influencer Jake Shane. In each effort, the brand used entertainment as a spoonful of sugar to make its medical, educational pitch — its brand purpose — easier to swallow.

“The brand purpose is really to make dermatology accessible to all,” Vidal explained. “That's why we started working with derms to give advice and to give education to consumers online. [Skincare] is one of the most searched industries online, so we leaned into that and gave the derms a voice.”

Dermatologist advice is one thing, but getting consumers to change their behaviors and try new products is another. Hence, the adoption of humorous campaigns that use fun as the ultimate nudge tool, an approach the brand now calls “medutainment.”

“We capture consumers' attention and are able to give those educational messages to them,” Vidal said. “We were fortunate enough to partner with derms that had that tone of voice, social power and social savviness to make dermatology accessible and entertaining.”

Skinfluencers, SkinTok and beyond

To amplify the brand’s message beyond its trusted dermatologists, CeraVe has relied on finding famous patients who already use its products. That was the case with the “Head of CeraVe” campaign in support of its Anti-Dandruff Shampoo and Conditioner that relied on TikToker Charli D’Amelio and basketball stars Anthony Davis and Paige Bueckers as ambassadors.

“From a marketing perspective, it's always about working with authentic users and authentic patients,” Vidal said. “We tend to create squads of influencers for reach, because we want people to be able to recognize themselves in the patients that we put forward, and it allows us to reach different tribes and demographics.”

These squads of influencers have also helped the brand scale up without losing authenticity — an imperative that is complicated by CeraVe’s place within a global consumer goods giant like L'Oréal. Being part of a large organization makes being as nimble as challengers and independent brands a challenge.

“If you want to be culturally relevant, you need to move at the speed of culture, and the speed of culture doesn't wait for bureaucracy,” Vidal said.

To do so, CeraVe has focused on the core of its brand purpose and promise, bringing together social insights and conversations, valuable information from dermatologists and the amplification it can do with its marketing muscle. Being on the platforms where consumer conversations happen means being on TikTok (where “SkinTok” has become a major topic) but also on YouTube, depending on what type of marketing message it is sending.

CeraVe runs awareness campaigns on channels where consumption is more passive, using entertainment to break through, and educational content in channels that are more active search platforms. TikTok has quickly become the latter, especially for younger generations.

“That [approach] has been working quite well for us,” Vidal explained. “Giving the brand a personality, a DNA and a tone of voice, balanced with the usefulness of the content that we put out there, is shortening the distance between the derms and the patients… making CeraVe what it is today.”

State Farm’s reality-competition series “Gamerhood” will kick off its fourth season on Aug. 1, 2025, according to materials shared with Marketing Dive. This season of the streaming show features new talent, improved production and increased opportunities for consumers to play along. It also demonstrates the latest step in State Farm’s decade-long investment in gaming.

“Our entire category used to just do logo sponsorships at the bottom corner of the game… we’ve got intellectual property now,” said State Farm Head of Marketing Alyson Griffin about the evolution of gaming marketing. “We have people who know — without prompting — that State Farm does ‘that Gamerhood challenge’ every year.”

Helping State Farm engage with gamers is the world’s top streamer, Kai Cenat, who also featured in the brand’s “Batman vs. Bateman” campaign. As with that effort — which was originally intended to be a Super Bowl commercial before the brand pivoted due to the California wildfires — letting creators create is key to the authenticity demanded by consumers.

“[Creators] don’t want to be boxed in and be fake, and I don’t think a brand is doing itself any favors if you’re boxing creators in,” Griffin explained.

For the fourth season of “Gamerhood,” which airs every Friday in August at 6 p.m. ET., that means streaming the show not just on State Farm’s Twitch and YouTube channels, but across competitors’ own streaming channels. Along with Cenat, the season will feature returning team captains Ludwig, Mark Phillips and Berleezy, plus streamers Sydeon, LuluLuvely, Cinna, JasonTheWeen and CouRage, who will compete in both video games like Marvel Rivals and physical challenges. 

“Gaming is huge — it’s not the NFL — but it’s huge, and we need to broaden the platform for gamers, democratize access to these gamers,” Griffin said. “[Gamers] are celebrities in their own right, but they’re not mainstream quite yet… We’re also looking at how we can use our platform [to change that].”

The last season of “Gamerhood,” which notched more than 23 million episode views in 2024, gave viewers a more intimate view of the featured gamers through the “confessional” videos popularized by reality TV. This season will lean into those tropes thanks to partner Smuggler, a production company with years of experience in reality and competition TV. The show was also developed alongside Infinity Marketing Team, with additional agency support by FleishmanHillard, The Marketing Arm and OMD.

As the gamers compete to benefit nonprofits and charities, viewers this season can take part in the State Farm Gamerhood Fantasy League, assembling fantasy teams of “Gamerhood” competitors and competing for a chance to win limited-edition, custom-designed gaming chairs each week. The at-home element adds to the overall sense of surprise and delight that State Farm is hoping to stoke this season.

“It’s just exciting to see this intellectual property evolve over time, and watch not only the gamers, their engagement together, their engagement with Jake from State Farm... I think it’ll come through in the broadcast,” Griffin said.

Kendall Jenner’s 818 Tequila on Aug. 18, 2025, announced a social media campaign and accompanying product launch meant to tap into Gen Z’s fixation on “little treat culture,” or small indulgences, and bridge fashion with functionality. The efforts are tied to the brand’s celebration of what it bills as 818 Day (Aug. 18). 

“Free the Nip” — a cheeky nod to the “free the nipple” movement — reimagines the classic shooter as not only a minibar staple, but a fashion must-have, a direction inspired by the younger cohort’s allegiance to expressive purchases like Labubu dolls and lip gloss keychains. The campaign serves to introduce the brand’s new 818 Minis, which are 50ml bottles of 818 Tequila’s Reposado and Blanco products, and will include influencer activations and content featuring the product in on-the-go scenarios and unexpected places.

818 Minis will roll out nationwide in September. Additionally, the brand created limited-edition collectible bundles featuring 818 Mini Bag Charms that hold the 818 Minis that will be available on Gopuff starting Sept. 8 at 12 p.m. ET. The minis launch strategy sees the marketer operating in a way typically reserved for brands in categories like beauty, explained Kathleen Braine, CMO at 818 parent Calabasas Beverage Company.

“As a spirits brand, you’re not always able to participate in some of the fun trends on social that beauty brands get to do, and this is a fun way of us kind of tongue-in-cheek putting the mini in a space that could normally be filled by a lip gloss or a hair clip,” Braine said. 

The latest move from 818 Tequila continues the brand’s focus on tapping into culture, which it has done through other efforts including its first national sports partnership with NASCAR driver Toni Breidinger. Those efforts have helped the brand defy industry odds — though the tequila category as a whole only grew 2% in volume in 2024, 818 saw 40% year-over-year volume growth, per data shared by the brand. 

Braine has served as 818 Tequila’s CMO for two years, but has been with the company for over four years. Marketing Dive recently spoke with the executive to learn more about the brand’s approach to marketing around culture and her thoughts on the increasingly crowded social media landscape. 

The following interview has been edited for clarity and brevity.

Marketing Dive: What insights informed your decision to tap into the “little treat” trend, and how does it align with 818’s brand ethos?

KATHLEEN BRAINE: We’ve always been about shared moments between friends and family and magical moments — that’s a big pillar of our brand — and I think this extension into a different size made us think, not only are we about these magical moments, but we’re more than just a traditional spirits brand, we’re actually more like a lifestyle brand in that we speak about things in a lifestyle manner.

We’re thinking this is such a cool opportunity to feature our minis in not the traditional way that minis are featured — they’re sort of confined to an airplane drink cart or hotel minibar — and in this campaign, we’re letting them free. That aligns nicely to the little treat culture right now, where you see a lot of people looking for the little joys in life. The minis can be another way of expressing that little joy.

“Free the Nip” reimagines the classic “nip” or shooter as not only a minibar item, but a must-have fashion accessory. Why was it important to mix fashion with functionality?

We’ve always been a brand that has really cared about our brand identity visually, and our aesthetic, and that’s something that Kendall, our founder, has had as a North Star for us from the very beginning. When we’re saying fashion, we’re actually just saying aesthetic and lifestyle and branding, we’re not a clothing item, but lip gloss isn’t a clothing item either, but these beauty brands are curating an aesthetic that appeals to their consumer and builds brand equity around their brand, that their brand lives in this aesthetic space. 

It’s the occasions that [our product] can be used in, and the occasions through which we can express our aesthetic are sort of around cocktails and at-home drinking, things like that. But the minis have opened us up to another avenue, there’s a Get Ready With Me moment, there’s bringing it with you to the party, but it’s clipped to your bag.

818 Tequila also recently announced its first national sports partnership with NASCAR driver Toni Breidinger. What are your top considerations when deciding whether or not to market around various cultural touchpoints? 

We are always looking first at what our consumer is interested in, and what the insight is that ties the moment together. I think the minis are interesting because we were already planning on launching these — if you know anything about the supply chain and product innovation life cycles and alcohol, they’re very long. It’s not like we were able to say, “Labubu is trending, we’re gonna launch these minis” and do it in three months.

The insight was already there [that] people want a more convenient and accessible form of their favorite spirit, specifically in the consumer group that we’re working with, which is a lot of Gen Z and millennial consumers who are looking to do things like celebrate a bachelorette party, have a girls night in where they do an aesthetic cheese plate. The mini already had a space in that, and then it just so happened that we’re seeing this cultural trend of little treat culture, bag charms, and we were like, this makes total sense, there’s a way to plus this up even more with this limited-edition bag charm.

We've seen major marketers like Unilever adopting social-first, influencer-heavy strategies in 2025. Does that change the equation for 818 at all? 

We’ve always been a social-first brand, so it really hasn’t shifted anything for us. I think it’s the bigger ships in the marketing space, the bigger consumer brands, that this is a shift for them. Toni, our NASCAR driver, is one of the first actual sponsorships we’ve ever done — we really don’t do sponsorships. Our marketing is very driven by social, digital, influencer, content creator and our founder. It’s not really a step change when that’s how we’ve operated from the beginning. It’s just gotten more popular for brands to do it because they see how effective it is. 

What spaces or trends is the brand looking to step into next?

We speak both to a Gen Z consumer and a millennial consumer, [the latter] who’s really interested in things like mixology and at-home hosting and entertaining, so a lot of our new stuff coming up will either be focused more on that Gen Z going out occasion, and then also that millennial consumer, who is also a core consumer of 818, who is looking to host at home and make fun cocktails.