March 21, 2025 • 42 mins
This week Mitzi is leaving everyone behind. Plus, White Lotus feels like a build that will never drop, Set Active embraces realness, and YouTube creators are doing something that could revolutionize the industry.
More from us:
- Mitzi Payne @mmmitzi
- Mike Payne @mmmiiike
Timestamps:
- 02:00 – Mitzi is leaving everyone behind.
- 05:00 – Is White Lotus building to a drop that will never come?
- 13:30 – Set Active is embracing realness with their “bloopers” campaign.
- 20:00 – YouTube creators are hosting the first ever YouTube upfronts. The importance of upsetting the social ads spectrum.
- 27:10 – PepsiCo is acquiring Poppi for nearly $2 billion (despite their recent scandal).
- 37:00 – We’re ready for more brand rivalry.
Show notes:
1. The SCAN 👀 CLUB 2025 Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2025
2. Shoutout to @brettburns6009!
Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).
For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/
Production by Morgan Berna, editing by Oliver Banyard.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Let's start that countdown.
You ready?
Yep, you sore too.
No, I'm not sore.
Speaker 2 (00:09):
Oh wait, my calves.
Oh no, yep.
All right, welcome to BigThings.
I'm Mitzi, this is Mike.
Speaker 1 (00:16):
And this is our show where we talk about the big
things we're watching inmarketing, social media, pop
culture and sports and we talkabout the signals that we're
seeing that could influence thefuture of digital marketing.
Speaker 2 (00:25):
That's right.
Today, we're going to betalking about three big things.
First one is Set Activelaunched their blooper
collection.
Youtube creators are startingtheir own upfronts.
The first one and PepsiCo isacquiring Poppy for $1.95
billion.
Speaker 1 (00:41):
Yeah, I feel like it's kind of like big, meatier
stories today.
Speaker 2 (00:44):
Yeah it's not of like big meteor stories today, but
yeah, it's a.
It's not a show about nothingtoday, so you're in for a treat.
Speaker 1 (00:49):
Yeah, we've been in our Seinfeld era the last couple
episodes.
Speaker 2 (00:53):
Yeah, but what else is going on?
Speaker 1 (00:56):
Yeah.
So before we get into the bigthings, I got a shout out to
March Madness.
Speaker 2 (01:01):
Right, it it's coming up.
Speaker 1 (01:02):
Everybody loves it.
Speaker 2 (01:03):
Everybody loves it.
Speaker 1 (01:07):
Shaking his head over on the couch.
But yeah, march Madness is fun.
I think as a household weenjoyed it a little more than
usual last year because our kidsstarted getting into it,
especially our daughter.
I think it was like kind ofpart of the moment with the
women's side of the tournamentgetting more visibility, and I'm
(01:30):
excited to see how that looksthis year.
One interesting thing that Inoticed on x was that x just
launched a bracket challenge,which is like how people
participate in march madness,kind of like fantasy football
and stuff like that.
Um, but the grand prize if youwin the bracket challenge with
the perfect bracket this year isa a trip to Mars on SpaceX.
Speaker 2 (01:47):
Stop, I wouldn't even want to win that.
Speaker 1 (01:49):
You wouldn't want to.
Speaker 2 (01:50):
No, there's no way, I'm not.
Speaker 1 (01:52):
If someone looked you in the eye.
If Elon Musk came, walked intothis office and was like hey,
you've been selected to go onSpaceX to Mars, I would not go.
I'm sorry.
Speaker 2 (02:00):
I have no interest in going to space.
Like I'm sorry, I have nointerest in going to space.
Like I can barely get on aroller coaster.
The last thing I want to do isgo to space with no gravity.
Speaker 1 (02:07):
Those are not the same thing.
Speaker 2 (02:08):
They are though.
Speaker 1 (02:10):
Regardless of the trip and any turbulence or like
what you'd feel in the process,like you have the opportunity to
go to another planet.
Speaker 2 (02:18):
I have no interest.
I'm sorry.
Is that supposed to besomething that's really
appealing?
Because that is just not for me.
Speaker 1 (02:26):
I don't get it think of the amount of people in the
world since the existence ofmankind that have gone to
another planet.
That's such a short list.
Speaker 2 (02:38):
I'd way rather go to an island, but why would I want
to go to another planet?
I have no cool space seems cool, but like there's no way we
might live on mars.
Eventually we're not you knowif, if, if we need to live on
mars, I'll stay here like I'mgood, I'll just like that's
classic you.
Speaker 1 (02:56):
That's mitzi coded.
Speaker 2 (02:57):
That's like, if the world is ending, I give up no,
like I would way rather justlike die in my air conditioning
room on an island, you know.
Yeah, that sounds way betterthan going to my conditions
aren't perfectly ideal.
Speaker 1 (03:12):
I'd rather die and neutral temperature.
Speaker 2 (03:15):
Your body's not shaking or weird, like I just
know.
Space doesn't interest me atall.
That's what.
That's what me and billionairesdon't have in common.
It's just like they're all soobsessed with going to space
well, that's because, like, theclimate is changing and global
conflict is escalating.
Yes, I understand, but I justdon't think like leaving the
(03:38):
planet is like for everyone.
Speaker 1 (03:40):
You know I'm cool with it if you need to go to
mars you feel free to take ourkids.
Speaker 2 (03:45):
I'm good here all right, you would send your kids
on spacex, but you wouldn't go Imean, if it's like that, or
like if their survival is basedon getting on a ship to mars,
then sure go for it.
Speaker 1 (03:59):
But I just I don't know, go.
You would stay, everyone but,but you Leave me behind.
Speaker 2 (04:05):
No, not everyone but me.
I know there's like a group ofpeople who are not interested in
going to space, like me, andyeah, I'm just, I'm not like
built to be on a rocket, butyou're built to be on an
expiring planet.
It's okay, you're just takingit so extreme.
I'm not interested in going tospace, that's it.
Speaker 1 (04:22):
All right, fair enough.
So you're not going to fill outa March Madness bracket.
Speaker 2 (04:25):
I'm also not interested in March Madness
brackets, so this show is allabout me so far and my interests
.
Yeah, I mean I'm excited forthe women's basketball players
and that's about it.
Speaker 1 (04:39):
All right, you want to take us into the first big
thing.
Speaker 2 (04:41):
Well, no, before I do , I wanted to give people an
update on White Lotus and howhorrible it was watching that
episode, and I know I've beenclowning on actors and acting as
like a craft.
Speaker 1 (04:54):
And.
Speaker 2 (04:55):
I wanted to say that last night's episode did make me
appreciate good acting.
Speaker 1 (05:01):
Yeah.
Speaker 2 (05:01):
Because the most craziest stuff happened on that
episode.
I don't want to spoil it forpeople, but it's like the
craziest stuff happened withoutanything happening totally.
But I think Sam Rockwell, who islike a very, I think he's a
good actor like I do feel likeno one else could deliver those
lines with like conviction theway he did, and he was talking
(05:24):
about some crazy stuff.
So I do want to acknowledgelike when I do see it done well
like he's.
He did a good job last nightand the craziest episode that I
it might.
I might not be watching therest of the season because I
feel like that was my limit forlike stuff that I had to watch.
(05:45):
It was such a crazy episode.
So, anyways, I want I think I'mgonna wait till this season's
done and I want to see spoilersbecause I'm nervous about some
plot lines yeah, and then once Ilike take the edge off settle
with the spoilers, then I'llwatch the rest of the episode
just to see what happens makessense.
Speaker 1 (06:01):
Yeah, I could go either way.
I think it's kind of to me thiswhole season, even more than
other seasons, but I feel likethis is true for the first two
seasons as well.
It feels like a techno song.
It just like it's the thisconstant build towards a
crescendo that you think isabout to hit, but it just the
drop never happens, and and soit just feels like if, like, if
(06:25):
you were to actually take awaythe interesting, like camera
work and the music and just putlike normal music and normal
camera angles on this show,there would be very little plot
and it would be very boring,that's yeah, well, I think.
Speaker 2 (06:40):
I think it's meant to be boring because it's all
about character developmentuntil the last few episodes.
Speaker 1 (06:48):
And then it all just unravels.
Speaker 2 (06:50):
It's like a show you have to commit to the whole
season for.
Speaker 1 (06:55):
I'm comparing it to our experience watching
Severance right now or evenRunning Point Two starkly
different shows, but I just feellike a lot happens in each
episode.
Yeah, you're like chewing on it.
You're trying to find, like thehints and the I wouldn't say a
lot happens in severance.
Speaker 2 (07:13):
I think, like I feel like for season one.
So we just got back intoseverance, season one.
I felt like nothing happenedinto the last episode and then
in the last episode it made youreevaluate everything else that
happened all season.
Speaker 1 (07:26):
So it felt like nothing, but really makes you
realize how much has happenedyeah, but it's like nothing it's
like, but it's kind of like amagic trick, like there's like
when, what meets the eye, itfeels like not a lot is
happening, but while you'rebeing distracted with, like, the
focal point, other things arehappening there's details and
there's hints, and there'seaster eggs and yeah, severance.
Speaker 2 (07:47):
I'm not smart enough for severance, like I need like
a side commentary, like channel.
So we've discovered that a lotof people in our team are really
into severance and they're likeinto severance, like they are
figuring out all the like littleeaster eggs and like theories
and I I'm not watching this showthe same way people.
Other people are watching itLike it's, it's intense, it is.
(08:12):
I'm just like looking at it atface value.
You know, that's the way I liketo watch television.
So I feel like I'm trying tokeep up with severance, but I'm
not catching everything.
Yeah, fair enough, someone elsecan explain it to me.
Speaker 1 (08:24):
feel like I'm trying to keep up with severance, but
I'm not catching everything.
Yeah, fair enough, someone elsecan explain it to me yeah, or
just like maybe you just need to, because I feel like one thing
about you with watching tv isyou've always been good at kind
of like predicting the outcomeso maybe you just need to
channel that energy of yours alittle bit more to be like I
can't catch everything here, butI'm like trying to figure out
(08:45):
the curveball or like the ironictwist at the end, or whatever
you know.
Make some predictions, just like.
Speaker 2 (08:50):
Work that muscle yeah , maybe I don't know, I'm just
like it's so.
It's so outside of, like thething that severance treats you
like.
You're a severed employee, youdon't know the full story.
You're in the show and that'slike your severance, like you're
innie or whatever.
Or you're a severed employee.
You don't know the full story.
You're in the show and that'slike your severance, like you're
innie or whatever.
Or you're in an outie world andyou don't see how.
(09:10):
You don't see everything thatneeds to be seen.
You know, so there's no way youcan predict it.
Speaker 1 (09:16):
Do you have any hot takes about it?
Speaker 2 (09:21):
I don't know, Like not really.
I just think it's like making ameal out of something and I
appreciate the depth of thought,but I don't know.
Yeah, I'm just kind of likeokay.
Speaker 1 (09:34):
Yeah, fair enough.
Speaker 2 (09:35):
The thing that I appreciate most about Severance,
though, is there's no hint towhere it is in time.
It's not like futuristic, likewhat's the word?
Word when it's like could be inthe future if things go bad,
what's that word?
apocalyptic dystopian it's not adystopian like pov, it's like
(09:56):
the present day it's, but youdon't even know if it's present
day, because some things make itfeel like the technology is
like a bit more advanced inpresent day, and then some
things feel like it's dated,like all the cars, for example.
So, like I do appreciate theattention to detail how it's
like that's, there's no hints asto when in time it is yeah, it
(10:17):
almost seems like it could bereal cities, but it probably
isn't.
Yeah, yeah, well, my hot.
Speaker 1 (10:24):
Well, my hot take is, I think, Ricken.
There's more to him thanMitziah the author.
I feel like he's like somehowan evil mastermind in all of
this Right and he looksstrangely like that drumming guy
that works at Lumen.
He's like higher up.
I wonder if there's aconnection there.
Yeah, he seems like this, likeharmless, kind of like goofy
(10:45):
character that just is in hisown world.
But I feel like it's a facade.
Speaker 2 (10:48):
Yeah, there's something to do with the goats.
People are saying that likethey're adding like goat brains
into humans Because that onechick, rebecca, who was at that
like reading yeah, and she waslike she smells weird and then
she was also saying like chewingreally loudly, and she was like
she smells weird and then shewas also saying like chewing
really loudly.
So she was saying how she haslike these, like like sores the
(11:11):
back of her neck because thebirds were poking at them.
That's like.
That's what she said, that washer line, crazy.
Speaker 1 (11:17):
And so they think like you know how, like, see
what I mean.
Like I miss that.
Speaker 2 (11:22):
No, obviously, who would have caught that?
Like people are watching itlike I'm watching it for the
plot, but some people are like,did you see that they're taking
screenshots of small texts?
Speaker 1 (11:32):
It's just so I feel like I need to start the whole
show over and look for all thesesecrets.
Speaker 2 (11:38):
I don't know, just get into the Slack channel.
Speaker 1 (11:41):
Yeah, well, I am in the Slack channel.
Speaker 2 (11:43):
Well, I am in the slack, oh yeah, you are, but
there's just, it's just so much.
There's these tiktoks that likebreak down every single detail.
I started watching some andthen I'm like oh, this is too
much this is too much.
What is the time?
Speaker 1 (11:54):
yeah, then on the other complete other side of the
spectrum, we watched runningpoint, we watched the whole
season loved it more of thatwhat's the actress's name?
Speaker 2 (12:01):
uh, kate hudson, yeah , and mindy kaling she's not in
it no, but she's like the writerand like producer yeah, I love
jackie the, the half brothersame I love the script of it.
Speaker 1 (12:15):
It's so funny we would watch severance or white
lotus, and then we'd watchrunning point to like as a
palate cleanser before I went tobed.
Speaker 2 (12:24):
Well, anyways, I just like watching stuff that makes
me happy right now and I feellike severance is so deep.
But I'm into it Like I'm herefor the ride.
Buckle up Like sure.
I'll watch the TikToks and getall the theories I might be over
White Lotus.
Speaker 1 (12:40):
Yeah.
Speaker 2 (12:41):
We'll see.
Speaker 1 (12:42):
I don't need it.
Speaker 2 (12:43):
Yeah.
Speaker 1 (12:47):
Should we get into the other stuff we wanted to?
Speaker 2 (12:48):
talk about.
Yeah, set us up.
Okay.
First thing thing, one saidactive launches a bloopers
collection.
So the activewear companylaunched a new collection but,
oops, all the sizing is off.
Rather than then discard theentire collection, they're
selling it at a steep discount.
They launched a campaign with acollection that shows imperfect
photography and some greatresources for which items to
size up or down in.
(13:10):
I love this.
I saw this.
I thought it really connectedwell to kind of one of the
trends we've been watching allyear, which is people want
realness.
So when everything, like allthese launches that these brands
are posting, they all are sopolished and so perfect, and
when everything is perfect, like, it's so hard to stand out.
And what I really loved aboutthis campaign is that there's
(13:32):
like a real, like humanness andlike messiness and imperfection.
And it was a very polishedcampaign, still Like they had
like beautiful photography andthings like that, but they
really leaned into like theoopsie side of it.
So I thought it was really cooland it's a really great example
of this trend and I love thatit was called bloopers, which
(13:55):
reminds me, like you know, we'reall human, we all make mistakes
Like I really wish they'd bringback bloopers.
Do you remember?
Like when a movie was done andat the end they'd have like
bloopers.
Speaker 1 (14:10):
Like those are so fun to watch.
The last time I really rememberthat from a movie was hangover
they had like crazy bloopers atthe end.
Speaker 2 (14:13):
Yeah, like I wish we could see some of that and I
will say, like marketingcampaigns, so many of them do a
lot of BTS like behind thescenes and it still feels like
there's like a storytellingaspect to it, which isn't bad.
But I just feel like I wonderif we redirected that energy and
did more like blooper stylecontent, how that would perform.
Speaker 1 (14:34):
With the intention of showing more of like the mess
and the mistakes and like thechaos, and not necessarily just
like showing how cool it wasRight exactly.
Speaker 2 (14:42):
Yeah, I just feel like the energy of that would be
really interesting and like oneof the these trends.
This trend is so exciting to mebecause I know that ai is just
a big part of our life asmarketers and content, and this
trend really feels like it givesyou permission to like be human
and to be messy and to makemistakes, and that people
(15:03):
actually want to see that andthat's why sports is having a
moment, because it's so real.
There's like you see theseplayers and these athletes
perform and try and fail andlose and win, like all of that
is like what makes us human.
So if we can like translatesome of that into brand
marketing, I think that would beawesome and I feel like set.
(15:24):
This is like the first way I'veseen a brand take that trend
and like actually make acampaign out of it.
Speaker 1 (15:31):
Yeah, I think it's pretty cool.
I feel like you know, a lot ofbrands do sample sales, for
example, where they've got awhole bunch of imperfect
inventory that they want to movethrough to get it out of the
way, and it's an opportunity forpeople to buy at a lower cost,
but you never see a campaignaround a sample sale, and so I
totally agree.
I think this was really cool andit was still like a high effort
(15:53):
, high production campaign inthe sense of like a concept to
delivery.
But seeing it just taps intothat feeling that consumers get,
I think, when they recognizethat like this is for them, even
if they're not perfect too, youknow, yeah, and I think that
consumers have more grace aboutthat, like, oh, the sizing's off
, but it's at a discount.
Speaker 2 (16:13):
Yeah, no worries.
Speaker 1 (16:15):
Right.
Speaker 2 (16:15):
I don't mind that.
Speaker 1 (16:16):
It also reminds me like of I think we talked about
it on this show the idea I hadabout doing like a digital
museum of typos yeah I think weneed to do that yeah, maybe I
think, I think the only reason Ididn't like it, like the idea
of it was because we weretalking about, like,
non-billable projects but, interms of like the creative
concept or the idea the idea isgood, but yeah, maybe one day,
(16:39):
yeah one day maybe someone cansponsor, maybe we need to just
start collecting them as we seethem.
So, that if we get to a pointwhere we feel like we want to
actually do this, as whetherit's like it could even be a
campaign- Right, or maybesomeone needs to sponsor the
idea of typos like the Museum ofTypos.
Yeah.
Speaker 2 (16:59):
What would be a brand ?
Speaker 1 (17:00):
that would benefit, like the International
Copywriters Association.
Speaker 2 (17:04):
No, Grammarly no grammarly grammarly, grammarly
needs to sponsor it nice butthen, but then that might not
work because they're trying toeliminate typos and their
grammarly is ai, so it feelsweird to have like an ai tool
sponsoring this like humanimperfection campaign I love
creatives sure I don't know ifthey have the cash.
No Well, I don't know.
(17:26):
Maybe Probably.
Speaker 1 (17:29):
It seems like they have a lot of cash.
But, yes, I want to see more ofthis from brands.
I want to do more of this forthe brands that we work with.
You know, just like lean intothings that don't go to plan and
find a way to kind of spin outof it.
Speaker 2 (17:41):
no-transcript huh cool you know like it sometimes
you lose sometimes you lose andyou just turn it into a win one
of my favorite things to say toyou that really drives you crazy
is sometimes you need to loseand when have you said that to
me?
I've said that to you whenyou've seen like a team, like
the Super Bowl and I'm like, youknow what.
(18:03):
Sometimes you need to lose, youneed to like, feel the loss in
order to like.
Speaker 1 (18:06):
I don't remember this exact, but I will say that it
does drive me nuts.
Whenever I'm bummed out aboutsomething, or something doesn't
go my way, like competitively,you always love to come in with
like a freaking, inspirationalquote, like, just make this a
teachable moment for my husband.
Speaker 2 (18:26):
I do like to do that.
Speaker 1 (18:27):
I'm'm like I don't need this energy for me right
now.
Well, like.
Speaker 2 (18:30):
Sometimes you need to lose in order to like okay.
I know that I lose more oftenthan I'd like to admit the other
thing I like to say to you,when you lose in fantasy
football is at least you'rewinning in life and that,
honestly, I feel like that'sthat is so condescending.
(18:50):
What I think that's soinspirational.
Speaker 1 (18:53):
No it's true that doesn't, but the accuracy of the
statement doesn't take awayfrom how condescending it is,
like I know fantasy football isa big joke, you don't have to
rub it in my face.
Speaker 2 (19:06):
I know sometimes you'll like be so bummed and
grumpy because you lost afantasy football match.
But you're losing against likeguys who are like single, like
wishing they were married,they're like not coming home to
two beautiful children that'swhat you think of all the people
that play fantasy.
No, not all of them, butsometimes.
So I feel like it must help tobe like you know what at least
you're winning in life, likelook what you have, it's true.
(19:27):
It's true what you have I havea lot yeah to be thankful for.
Speaker 1 (19:32):
Yeah, I just don't want you to tell me that when
I've lost a game, good to knowit won't.
Speaker 2 (19:41):
I'll keep saying it, I think you will, I know you
will.
Speaker 1 (19:43):
You can't.
Thing two YouTube creators arehosting the first ever YouTube
upfronts, which at first I waslike what is an upfront?
Then I really quickly realizedthe morning show.
I almost asked you, but then youwould have had some like
inspirational quote to let meknow how lucky I am to have a
wife that knows all these things.
(20:04):
But they're hosting their firstever YouTube Upfronts.
It involves a number of majorYouTube creators, who will host
this event on March 27th with afirm called Spotter.
It's a bid to lure marketingdollars away from traditional TV
to more focus on creator-drivencontent, so creators like
(20:24):
MrBeast, dude, perfect, ryan,trahan, jordan Matter and Colin
and Samir are confirmed toparticipate.
Speaker 2 (20:30):
And it seems like.
Speaker 1 (20:30):
Colin and Samir are going to play a bigger kind of
like host role in the process.
They'll lead conversations withcreators and also produce the
event alongside Spotter.
More than 150 CMOs of majorbrands are expected to attend,
which is that's a flex.
Speaker 2 (20:44):
I know.
Speaker 1 (20:45):
They're able to just come out with this like first
inaugural event and have thatkind of attendance from, like
key decision makers, that showsthe movement.
Movement is already happening.
Um, but the cool thing to me isthat at this event it's not
just kind of like a party tocelebrate or to like tell these
cmos that creators are the way,but they're actually just
they're going to be using thatopportunity to really pull back
(21:07):
the curtain on analytics andlike audience insights, but also
like future show concepts thata lot of these big creators have
already in the cooker, to kindof give these brands early
opportunity to participate oreven to like take it to the next
level, help scale it, buy likelong-term rights for it that
kind of thing.
Speaker 2 (21:26):
No, I love, love, love, love this.
I I know that we've talkedabout this on the show that more
people are watching youtube nowthan traditional network
television like peacock and nbcand all that stuff.
So, up front, if you don't know, up front is like sheesh.
Okay, if you're unfamiliar, upfront is like an annual event
(21:50):
that all like the networks host.
So like nbc, abc, all the liketraditional television channels
or networks will host this andit'll be for their advertisers
and they'll basically do like abig like apple like style event
where they're having like allthe actors of their shows and
they're going to announce, likewhat their programming plans are
(22:10):
, and so that way, theadvertisers have a chance to
like start bidding and planningon like how they're going to
funnel the ad dollars based onthe programming.
So this, this is like a YouTubeversion with creators, which I
think is so brilliant because weknow that creators, and
specifically YouTube, is reallyowning the digital viewership
space, like they're getting moreviews than traditional network
(22:33):
television is now, and so thefact they're hosting an event
and borrowing this like networkstyle, like event for
advertisers is so smart becausethey're clearly like showing up,
be like hey, like there's stuffyou can buy here too, like you
can buy against this programmingand I think what's more unique
about it too I'm sure YouTubehates this because YouTube is
(22:56):
making money off of thesecreators and just inserting
their own ads, but also they'reallowing these advertisers and
all these CMOs to be morestrategic partners with these
creators rather than justthrowing in an ad.
You know, and I know Colin andSamir like I've been a huge fan
of their show and like followtheir podcasts and watch their
stuff.
They're really about like moreintegrated, innovative brand
(23:19):
deals Like they're not reallyinto here's a script, talk about
this product, kind of thing.
They're all about likeintegrating it into their like
programming in a really uniqueway.
So, with like them being partof it Mr Beast, which is
obviously like the king ofYouTube I feel like they're
going to cook up some reallyinteresting ways to integrate
(23:39):
brands.
That's like more compellingthan ads on television.
Speaker 1 (23:43):
So I'm super excited about this yeah, that's an
interesting point about youtubenot liking it.
I feel like that makes sense,but I I kind of like the idea of
upsetting the social adspectrum.
You know, I think that needs tohappen on meta too yeah these
platforms just have such like,such influence and power when it
(24:06):
comes to what ads get servedand where they get served and
how they show up and and all therevenue from it, and they
really gatekeep a lot of thatfrom creators.
I think youtube is better forcreators and other platforms,
but I like the idea of brandsand creators getting better
aligned and like doing moreintegrated programming yeah
(24:28):
specifically.
It's good for creators, ofcourse, but even also for brands
.
I think it's really interestingas a way to have more of a
meaningful impact, just from amessaging standpoint.
Speaker 2 (24:40):
Yeah, and, to be clear, I I don't think this
event means that marketers aregoing to spend less on Google
ads or YouTube ads.
I think they're going to spendless on television ads, like
their ads that they play on NBCor whatever, because they're
going to invest it into creatorsand like, if I were the head of
(25:01):
I don't know whatever bigbusiness that buys ads on NBC, I
think I would really and and MrBeast is coming and he's like
here's my programming for thenext year, here are my stats,
here are the people that likewatch me and love me and here's
what I have planned.
Do you want to be part of that?
Like that's such a morestrategic place to put your ad
(25:23):
dollars, and like an ad thatshows up in between the Bachelor
that, like no one's watchinganymore, you know?
So I feel like they're YouTubeprobably.
Like maybe, maybe YouTubesupports us, but I think if
you're advertising on YouTube,you probably are also buying
like ads with creators onYouTube.
You know there's like two adtypes.
(25:43):
You you've seen like this, thisvideo sponsored by so-and-so,
so you're like sponsoring videos, things like that.
So it's just more likestrategic and not necessarily
taking away from youtube.
Speaker 1 (25:54):
We're more so taking away from network television
yeah, and it's also just kind oflike maybe adding to the funnel
a bit like if there's like aco-produced show right between a
brand and creator thatpartnership is can kind of be
treated more as like top offunnel.
Speaker 2 (26:08):
But then the actual ads running on the platform
before and after the content canbe more like bottom funnel yeah
, which I don't know if younecessarily have control over
specific shows as an advertiserto be in like the beginning of
the show, at the end of the show, without being those like
partners that are integratedinto the programming right, like
the.
The show that does a reallygood job with this is Hot Ones,
like they've done a good job oflike the same programming.
(26:31):
You're not sacrificing the show, hot Ones, but you are
integrating brands and brandshave the opportunity to sponsor
moments on the show and also theentire show.
Speaker 1 (26:40):
And even products within the show, for sure.
Speaker 2 (26:42):
Yeah, so I think like stuff like that is really
interesting.
Speaker 1 (26:45):
Me too.
Speaker 2 (26:46):
Yeah, I'm excited for it.
Speaker 1 (26:47):
Yeah, I just want to like be a fly on the wall, I
know.
Speaker 2 (26:53):
I was like I'm sure they're not going to televise
this, I'm sure this, like data,is private, but I want to see it
.
Speaker 1 (26:57):
I'm sure there'll be media there that'll kind of
digest.
Speaker 2 (27:00):
Yeah, someone leak it .
Speaker 1 (27:01):
Talking points Leak it.
Speaker 2 (27:09):
Okay, leak it.
Okay.
Should we talk about the thirdthing?
Yeah, okay, I'll tee it up.
So pepsico is acquiring theprebiotic soda brand poppy for
1.95 billion with a b dollarsbilly crazy.
Pepsico is buying the prebioticsoda brand poppy and expanding
into the healthier soda categoryat a time when the company is
battling failing demand demandfor its traditional beverages
and snacks.
Speaker 1 (27:30):
Duh like pepsi's loki sucks well, I mean you feel
like pepsi sucks, but like Ithink this type of product in
general is struggling likepepsi's products, just like
coca-cola's products, eventhough you personally like diet
well, no, I think, objectivelyspeaking, diet coke is thriving
(27:55):
well, I think it's, it's not.
I think the all of theseproducts are progressively
seeing decreased demand becauseprices are going up.
And that's the interestingthing here to me in this story,
before we get into all thedetails, is that I think for a
long time people have continuedto buy products like Coca-Cola
or Pepsi because they're cheap.
(28:19):
So you kind of justify thehealth implications because it's
cheap and enjoyable.
But the fact that now, with thestate of the economy and
inflation and other factors,that now the costs are going up
for these products as well, thennow it's if it's like expensive
and also bad for you, suddenlythat makes your decision to cut
(28:39):
it out of your life a lot easier.
So I think.
Coke has already, and someothers, like I think Dr Pepper
and some other kind of peers orcompetitors, are already making
plays into healthier options andlike prebiotic sodas and that
kind of thing.
So I think Pepsi is just kindof jumping on board with pop.
Speaker 2 (28:55):
Yeah, it makes sense.
I feel like if I were them,they could either create their
own version of like a prebioticsoda or just buy one and it's
like this the marketinginfrastructure exists, the like
distribution exists.
Like that's way better of aplay.
Yeah, I feel like what's reallyhot this year, or like has been
hot, is like these prebioticsodas that are healthier for you
(29:16):
.
They still like taste likeyou're having a soda and then
canned cocktails.
Speaker 1 (29:20):
That's like the move yeah, it's interesting, though,
because it seems like thetrajectory that a lot of these
sodas are following that kind ofstart as a health drink um,
that have gut health benefitsseem to go through this like
repositioning process to becomemore of like a flavor, first
soda, and then it actually,truthfully, isn't that healthy
(29:43):
for you anymore either, eventhough their original
positioning was that and theykind of rely on people still
perceiving them that way, eventhough they're actually,
truthfully, more like pepsitotally, you know, yeah um, but
I'm even poppy in the last, Ithink last year faced some
lawsuits from people saying that, like it's not, it doesn't have
(30:03):
the gut health benefits thatyou claim it does.
Speaker 2 (30:07):
Yeah.
So, yeah, well, what are yourthoughts on this?
Speaker 1 (30:12):
What are my thoughts?
Well, I was reading a post onLinkedIn this morning actually,
and this guy was kind of talkingabout the whole brand evolution
of Poppy, because it originallystarted by this husband and
wife.
It's kind of your classicfounder story.
The, the, I think her name wasallison yeah allison ellsworth.
(30:34):
She just didn't like how likenormal soda, like pepsi, made
her feel, so she startedexperimenting in her kitchen and
like making her own with applecider vinegar and stuff like
that and it tasted good and theneventually they started this
brand called mother, because itwas based on kind of the
properties of apple cidervinegar and like mother nature
(30:55):
yeah, but I'm blank kombucharight, I was blanking on what on
the word and they did prettywell.
But then they really took offafter they went on shark tank
and they got an investor lovethat from shark tank.
But after that, with this newinvestor, that's when they kind
of went through this wholereally took off after they went
on Shark Tank and they got aninvestor from Shark Tank, but
after that, with this newinvestor, that's when they kind
of went through this wholerepositioning process and they
became more colorful.
They rebranded to Poppy, itbecame more about flavor than
(31:17):
about health benefits and that'sreally when they took off.
But they still have thisperception around them that
they're a health drink, you know?
Um, so this guy posted onLinkedIn about the story saying
how amazing this like brandevolution was and how genius it
was.
But it's interesting to see thecomments in some of those types
of posts because most people,like the perception in the
(31:37):
market seems to be like oh, thisis just a copy of Olipop, you
shouldn't be giving them allthis credit, which is fair.
But I think that the point thatI see in all of that is not
just that okay, brand Y copiedbrand X.
It's more that there is a gapin the beverage market.
Speaker 2 (31:56):
Yeah.
Speaker 1 (31:57):
And that gap can't just be filled by one.
Speaker 2 (31:59):
Absolutely.
It's just like if you have morethan one brand in this space.
It just means that there's likea new category For sure, and I
think too it shows their storyspecifically.
Speaker 1 (32:13):
I think shows the power in execution and not just
brand.
Speaker 2 (32:18):
Cause.
Speaker 1 (32:18):
I think so many people for so long have put so
much weight on brand and kind ofscoffed at execution, like
scoffed at the need to put a lotof resources into a channel
like TikTok, or into their ownoriginal content, or into
influencers and creators becausethey, their brand is so amazing
.
Um, but I think we live in theage now where brand isn't
(32:41):
everything and it can't get youto the point you wanted to get
without execution.
So, um, whether it looks likesomething else or not, or
whether it tastes like somethingelse or not, execution is the
thing that's going to make thedifference.
Speaker 2 (32:55):
Yeah, totally yeah, I love that.
That's a good take.
I think I've been.
I mean, obviously I think Poppyhad a moment, the Super Bowl.
They actually had a lot ofcontroversy so, which we didn't
talk about on this show becauseI don't know.
I just thought it like came andwent.
Speaker 1 (33:12):
We also didn't get to record the week after the Super
Bowl.
Right, right, right right.
Speaker 2 (33:15):
So it's OK if you didn't see on.
On TikTok Poppy, which hasalways been like a creator, like
accepting, and like a brandthat has sponsored creators,
influencers, like they've beenin the mix for a long time, they
sent a bunch of creators thesevending machines, these poppy
vending machines for hostingsuper bowl parties and, of
(33:38):
course, like the influencerslike posted about it.
It was like during super bowlweek and like the types of
videos like varied from likedisbelief I can't believe I have
a poppy vending machine.
Some people were like hostingparties and showing like
everyone at the party havingthem.
And then there's some people onthe Hickdark that were really
upset about it because they feltlike it was like like so
(33:59):
expensive and irresponsible tospend all this money when they
could have been putting thesepoppy vending machines in other
places that were more deserving,like a hospital or like a
school or whatever, which islike a valid complaint.
But the thing that was like soannoying to me was that all
these influencers many of themshared that they just had this
(34:21):
temporarily, it was like justfor Super Bowl week, and it was
like a stunt, like there's lotsof people, that's brands, that
spend money on stunts, even likethis like and so, anyways, on
TikTok people were like gettingso upset about them and
canceling Poppy and like howcould you spend money on like on
these vending machines?
And then Olipop got in thecomments of one of these videos
(34:43):
and said that these vendingmachines cost $25,000 or they
like, liked or replied to one ofthe comments about the cost of
these vending machines, whichwas not true.
They cost way like less thanhalf of that cost.
Anyways, the founder went onTikTok.
She shared like an explanationvideo because she had to.
It was like such a hugecontroversy and she basically
(35:03):
was like like listen, like.
These were sent as a stunt forSuper Bowl week, which is the
biggest soda and snack week ofthe year.
Like all these like.
There's soda and snack brandsthat spend millions and millions
and millions of dollars onSuper Bowl week.
Like Super Bowl commercialsalone cost $8 million.
(35:24):
And this is a small femalefounded brands that has always
supported and like, usedinfluencers and spent money on
influencers to market its brand,and I just felt like it was so
undeserving for this brandspecifically to get this kind of
like spotlight for doing astunt that so many other brands
do all the time, especiallyduring, like Super Bowl week.
(35:45):
So she explained that, likethese vending machines were sent
there temporarily and thenafterwards they were going to be
put in other places, in otherdistribution places, like
schools, like hospitals and allof that.
But this was just like forSuper Bowl week, which, like I
don't know.
I was just so frustrated seeingall these people like being so
(36:05):
righteous about like the moneythat was spent on all like on
like poppy when, like all theother brands are doing the exact
same thing.
They're just using influencers,which everyone says like this is
like an important way to drivethe influencer and creator
economy too.
And like the female fundedbrand, like where, where is this
energy?
Like why is this energy there?
(36:27):
You know?
Speaker 1 (36:27):
Yeah, and like think about all the money that it
costs to just have a Superbowl.
Speaker 2 (36:30):
like that's way more waste uber eats spent like they
had like three super bowlcommercials and then paid like
so many celebrities to be in thesuper bowl commercials, so
that's okay for them to do, likeit's just this, like this, this
line or like boundary of likewastefulness was just directed
(36:52):
towards pop, which I felt was sounfair yeah, for sure.
Speaker 1 (36:56):
I thought we were living in more of like a
post-cancel culture era, but Iguess there's folks like that
still out there well, I mean,she's still.
Speaker 2 (37:03):
She still sold her company for 1.95 billion dollars
.
Speaker 1 (37:06):
So she came out on top yeah love to see it yeah,
well, I think that's all I hadfor that one sweet.
Speaker 2 (37:15):
Well, I'm excited about it I'm down for more of
this and I will be supportingpoppy over ollie pop you know
what?
I am, yeah, absolutely.
I love that we're in this space.
Do you remember when, like itwas, pepsi versus coke?
Speaker 1 (37:29):
yeah, and there I can't remember it still is.
Speaker 2 (37:31):
Yeah, but I can't remember what brand started
those like.
Was it a coke or pepsichallenge, where they'd
literally go into the streetsand they'd have those like um,
like um, glasses or cups ofpepsi and coke and you're
supposed to like not see which?
One is which, and like choosewhich one's better.
And then they'd like docommercials around it, like and
(37:53):
then there was also like macversus pc, or like mac versus
yeah, mac versus pc, I'm a mac,I'm a pc, like.
There's nothing wrong with alittle rivalry in these
categories we love a goodrivalry 100, so I'm not mad
about like this kind of likehead to head which is better.
You can prefer a brand not justbecause of how it tastes or
(38:14):
looks or acts or functions orwhatever.
You can also choose it based onhow it interacts as a brand in
like these spaces, and becauseof that, I love Poppy, I love
what Poppy's doing, I love it.
It's a female founded brand.
Speaker 1 (38:25):
But why did you choose Poppy over Olipop?
Speaker 2 (38:28):
Because Olipop was getting in the comments and
spreading misinformation.
So that is a bad actor.
And yeah, I'm into Poppy.
Speaker 1 (38:36):
Okay, cool, speaking of rivalries and soda and
vending machines.
Oh, wow it reminds me of my fate, one of my favorite commercials
in this whole Pepsi Coca-Colafeud.
I think it's kind of old, butbasically the commercial I'm
pretty sure it was a Pepsicommercial and this kid walks up
to a vending machine.
It's like super hot outside, afeud.
I think it's kind of old, butbasically the commercial, I'm
pretty sure it was a pepsicommercial.
And this kid walks up to avending machine.
It's like super hot outside andhe just needs a drink and um,
(39:01):
there's.
You know, there's like thebuttons in a column and you like
have to press one and to get itto vend so coke was on the
bottom half of the buttons andpepsi products were on the top
half.
And so he goes and he buys acoke and it.
So it feels like it's a coke ad.
But instead of cracking it, heputs it on the ground and uses
it out as a step and he steps upto and puts another dollar in
(39:25):
and presses the pepsi button,cracks the pepsi and takes a sip
and it's just like the momentyou know.
Speaker 2 (39:31):
Love that.
Speaker 1 (39:31):
And I'm I choose, I'm like team Coke over team Pepsi,
but that to me, even though itwas a Pepsi ad, it was like such
a goaded ad.
Speaker 2 (39:38):
No, that is such a goaded ad.
I love that ad.
You know what I think peopleneed to like, like chill out a
little bit and accept therivalry, like I think some of
these videos that I watchedabout poppy and like being so
irresponsible and like thiseconomy like it's just like soda
and poppy is not going to solveall the world's problems.
(40:00):
And like having a poppy vendingmachine in you know like a
certain community is amazing andwonderful and they had plans to
do that.
So like chill.
And also the thing that's sointeresting did you know in
different countries you can havea like, a deal with a country
for a soda, like in chile youcan't have, I think.
(40:23):
I feel like it's coke, it's onlycoke products in the whole
country wow, yeah, so you'reindoctrinated into diet coke
okay, but I don't know for sureif it's coke or pepsi, because I
can't remember, but I know that, like you, can only have one, I
feel like you would remember ifit was pepsi, because when we
went to chile you would havebeen like this sucks and they
(40:43):
did have coca light, so it's gotto be coke yeah yeah.
So I think that like I love therivalry, like go after the
places, be like a poppy, onlystate, like, imagine.
Speaker 1 (40:59):
Yeah, good, healthy competition.
We're here for it.
Speaker 2 (41:01):
What would the self-righteous Gen Zers think
about that?
Wow?
Speaker 1 (41:07):
Are all Gen Zers self-righteous?
No, no, no, no, don't you'reputting a certain genre of Gen
Zers self-righteous?
Speaker 2 (41:10):
No, no, no, no, don't you put a certain genre of Gen
Zers.
Speaker 1 (41:13):
What would actors think about this?
Their job is so easy.
They must have opinions.
Speaker 2 (41:20):
They must have opinions.
Speaker 1 (41:23):
I'm not going to speculate.
Speaker 2 (41:25):
I shouldn't either.
Speaker 1 (41:28):
Well, thank you for watching episode 22 of Big
things.
You can catch it on youtube oranywhere you get your podcasts.
Check us out on instagram ortiktok for a few clips or some.
Send us a dm yeah and wait.
Speaker 2 (41:41):
Shout out to that one person who went to youtube and
said, hey, I'm watching it onyoutube rather than listening to
it I missed that.
That happened yeah, it happenedI don't know your username.
I'm sorry, but I appreciate youall.
Speaker 1 (41:53):
We'll add the username to the show notes.
Speaker 2 (41:56):
Shout out to the person.
Speaker 1 (41:58):
You're the goat.
All right, should I ring thegong?
If you must Smack the gong,I've been trying to go gentle,
just for your ears.
Speaker 2 (42:09):
I appreciate it.
You're welcome.
Let's start that countdown.
You ready?
Yep, you sore too.
No, I'm not sore.
Speaker 2 (00:09):
Oh wait, my calves.
Oh no, yep.
All right, welcome to BigThings.
I'm Mitzi, this is Mike.
Speaker 1 (00:16):
And this is our show where we talk about the big
things we're watching inmarketing, social media, pop
culture and sports and we talkabout the signals that we're
seeing that could influence thefuture of digital marketing.
Speaker 2 (00:25):
That's right.
Today, we're going to betalking about three big things.
First one is Set Activelaunched their blooper
collection.
Youtube creators are startingtheir own upfronts.
The first one and PepsiCo isacquiring Poppy for $1.95
billion.
Speaker 1 (00:41):
Yeah, I feel like it's kind of like big, meatier
stories today.
Speaker 2 (00:44):
Yeah it's not of like big meteor stories today, but
yeah, it's a.
It's not a show about nothingtoday, so you're in for a treat.
Speaker 1 (00:49):
Yeah, we've been in our Seinfeld era the last couple
episodes.
Speaker 2 (00:53):
Yeah, but what else is going on?
Speaker 1 (00:56):
Yeah.
So before we get into the bigthings, I got a shout out to
March Madness.
Speaker 2 (01:01):
Right, it it's coming up.
Speaker 1 (01:02):
Everybody loves it.
Speaker 2 (01:03):
Everybody loves it.
Speaker 1 (01:07):
Shaking his head over on the couch.
But yeah, march Madness is fun.
I think as a household weenjoyed it a little more than
usual last year because our kidsstarted getting into it,
especially our daughter.
I think it was like kind ofpart of the moment with the
women's side of the tournamentgetting more visibility, and I'm
(01:30):
excited to see how that looksthis year.
One interesting thing that Inoticed on x was that x just
launched a bracket challenge,which is like how people
participate in march madness,kind of like fantasy football
and stuff like that.
Um, but the grand prize if youwin the bracket challenge with
the perfect bracket this year isa a trip to Mars on SpaceX.
Speaker 2 (01:47):
Stop, I wouldn't even want to win that.
Speaker 1 (01:49):
You wouldn't want to.
Speaker 2 (01:50):
No, there's no way, I'm not.
Speaker 1 (01:52):
If someone looked you in the eye.
If Elon Musk came, walked intothis office and was like hey,
you've been selected to go onSpaceX to Mars, I would not go.
I'm sorry.
Speaker 2 (02:00):
I have no interest in going to space.
Like I'm sorry, I have nointerest in going to space.
Like I can barely get on aroller coaster.
The last thing I want to do isgo to space with no gravity.
Speaker 1 (02:07):
Those are not the same thing.
Speaker 2 (02:08):
They are though.
Speaker 1 (02:10):
Regardless of the trip and any turbulence or like
what you'd feel in the process,like you have the opportunity to
go to another planet.
Speaker 2 (02:18):
I have no interest.
I'm sorry.
Is that supposed to besomething that's really
appealing?
Because that is just not for me.
Speaker 1 (02:26):
I don't get it think of the amount of people in the
world since the existence ofmankind that have gone to
another planet.
That's such a short list.
Speaker 2 (02:38):
I'd way rather go to an island, but why would I want
to go to another planet?
I have no cool space seems cool, but like there's no way we
might live on mars.
Eventually we're not you knowif, if, if we need to live on
mars, I'll stay here like I'mgood, I'll just like that's
classic you.
Speaker 1 (02:56):
That's mitzi coded.
Speaker 2 (02:57):
That's like, if the world is ending, I give up no,
like I would way rather justlike die in my air conditioning
room on an island, you know.
Yeah, that sounds way betterthan going to my conditions
aren't perfectly ideal.
Speaker 1 (03:12):
I'd rather die and neutral temperature.
Speaker 2 (03:15):
Your body's not shaking or weird, like I just
know.
Space doesn't interest me atall.
That's what.
That's what me and billionairesdon't have in common.
It's just like they're all soobsessed with going to space
well, that's because, like, theclimate is changing and global
conflict is escalating.
Yes, I understand, but I justdon't think like leaving the
(03:38):
planet is like for everyone.
Speaker 1 (03:40):
You know I'm cool with it if you need to go to
mars you feel free to take ourkids.
Speaker 2 (03:45):
I'm good here all right, you would send your kids
on spacex, but you wouldn't go Imean, if it's like that, or
like if their survival is basedon getting on a ship to mars,
then sure go for it.
Speaker 1 (03:59):
But I just I don't know, go.
You would stay, everyone but,but you Leave me behind.
Speaker 2 (04:05):
No, not everyone but me.
I know there's like a group ofpeople who are not interested in
going to space, like me, andyeah, I'm just, I'm not like
built to be on a rocket, butyou're built to be on an
expiring planet.
It's okay, you're just takingit so extreme.
I'm not interested in going tospace, that's it.
Speaker 1 (04:22):
All right, fair enough.
So you're not going to fill outa March Madness bracket.
Speaker 2 (04:25):
I'm also not interested in March Madness
brackets, so this show is allabout me so far and my interests
.
Yeah, I mean I'm excited forthe women's basketball players
and that's about it.
Speaker 1 (04:39):
All right, you want to take us into the first big
thing.
Speaker 2 (04:41):
Well, no, before I do , I wanted to give people an
update on White Lotus and howhorrible it was watching that
episode, and I know I've beenclowning on actors and acting as
like a craft.
Speaker 1 (04:54):
And.
Speaker 2 (04:55):
I wanted to say that last night's episode did make me
appreciate good acting.
Speaker 1 (05:01):
Yeah.
Speaker 2 (05:01):
Because the most craziest stuff happened on that
episode.
I don't want to spoil it forpeople, but it's like the
craziest stuff happened withoutanything happening totally.
But I think Sam Rockwell, who islike a very, I think he's a
good actor like I do feel likeno one else could deliver those
lines with like conviction theway he did, and he was talking
(05:24):
about some crazy stuff.
So I do want to acknowledgelike when I do see it done well
like he's.
He did a good job last nightand the craziest episode that I
it might.
I might not be watching therest of the season because I
feel like that was my limit forlike stuff that I had to watch.
(05:45):
It was such a crazy episode.
So, anyways, I want I think I'mgonna wait till this season's
done and I want to see spoilersbecause I'm nervous about some
plot lines yeah, and then once Ilike take the edge off settle
with the spoilers, then I'llwatch the rest of the episode
just to see what happens makessense.
Speaker 1 (06:01):
Yeah, I could go either way.
I think it's kind of to me thiswhole season, even more than
other seasons, but I feel likethis is true for the first two
seasons as well.
It feels like a techno song.
It just like it's the thisconstant build towards a
crescendo that you think isabout to hit, but it just the
drop never happens, and and soit just feels like if, like, if
(06:25):
you were to actually take awaythe interesting, like camera
work and the music and just putlike normal music and normal
camera angles on this show,there would be very little plot
and it would be very boring,that's yeah, well, I think.
Speaker 2 (06:40):
I think it's meant to be boring because it's all
about character developmentuntil the last few episodes.
Speaker 1 (06:48):
And then it all just unravels.
Speaker 2 (06:50):
It's like a show you have to commit to the whole
season for.
Speaker 1 (06:55):
I'm comparing it to our experience watching
Severance right now or evenRunning Point Two starkly
different shows, but I just feellike a lot happens in each
episode.
Yeah, you're like chewing on it.
You're trying to find, like thehints and the I wouldn't say a
lot happens in severance.
Speaker 2 (07:13):
I think, like I feel like for season one.
So we just got back intoseverance, season one.
I felt like nothing happenedinto the last episode and then
in the last episode it made youreevaluate everything else that
happened all season.
Speaker 1 (07:26):
So it felt like nothing, but really makes you
realize how much has happenedyeah, but it's like nothing it's
like, but it's kind of like amagic trick, like there's like
when, what meets the eye, itfeels like not a lot is
happening, but while you'rebeing distracted with, like, the
focal point, other things arehappening there's details and
there's hints, and there'seaster eggs and yeah, severance.
Speaker 2 (07:47):
I'm not smart enough for severance, like I need like
a side commentary, like channel.
So we've discovered that a lotof people in our team are really
into severance and they're likeinto severance, like they are
figuring out all the like littleeaster eggs and like theories
and I I'm not watching this showthe same way people.
Other people are watching itLike it's, it's intense, it is.
(08:12):
I'm just like looking at it atface value.
You know, that's the way I liketo watch television.
So I feel like I'm trying tokeep up with severance, but I'm
not catching everything.
Yeah, fair enough, someone elsecan explain it to me.
Speaker 1 (08:24):
feel like I'm trying to keep up with severance, but
I'm not catching everything.
Yeah, fair enough, someone elsecan explain it to me yeah, or
just like maybe you just need to, because I feel like one thing
about you with watching tv isyou've always been good at kind
of like predicting the outcomeso maybe you just need to
channel that energy of yours alittle bit more to be like I
can't catch everything here, butI'm like trying to figure out
(08:45):
the curveball or like the ironictwist at the end, or whatever
you know.
Make some predictions, just like.
Speaker 2 (08:50):
Work that muscle yeah , maybe I don't know, I'm just
like it's so.
It's so outside of, like thething that severance treats you
like.
You're a severed employee, youdon't know the full story.
You're in the show and that'slike your severance, like you're
innie or whatever.
Or you're a severed employee.
You don't know the full story.
You're in the show and that'slike your severance, like you're
innie or whatever.
Or you're in an outie world andyou don't see how.
(09:10):
You don't see everything thatneeds to be seen.
You know, so there's no way youcan predict it.
Speaker 1 (09:16):
Do you have any hot takes about it?
Speaker 2 (09:21):
I don't know, Like not really.
I just think it's like making ameal out of something and I
appreciate the depth of thought,but I don't know.
Yeah, I'm just kind of likeokay.
Speaker 1 (09:34):
Yeah, fair enough.
Speaker 2 (09:35):
The thing that I appreciate most about Severance,
though, is there's no hint towhere it is in time.
It's not like futuristic, likewhat's the word?
Word when it's like could be inthe future if things go bad,
what's that word?
apocalyptic dystopian it's not adystopian like pov, it's like
(09:56):
the present day it's, but youdon't even know if it's present
day, because some things make itfeel like the technology is
like a bit more advanced inpresent day, and then some
things feel like it's dated,like all the cars, for example.
So, like I do appreciate theattention to detail how it's
like that's, there's no hints asto when in time it is yeah, it
(10:17):
almost seems like it could bereal cities, but it probably
isn't.
Yeah, yeah, well, my hot.
Speaker 1 (10:24):
Well, my hot take is, I think, Ricken.
There's more to him thanMitziah the author.
I feel like he's like somehowan evil mastermind in all of
this Right and he looksstrangely like that drumming guy
that works at Lumen.
He's like higher up.
I wonder if there's aconnection there.
Yeah, he seems like this, likeharmless, kind of like goofy
(10:45):
character that just is in hisown world.
But I feel like it's a facade.
Speaker 2 (10:48):
Yeah, there's something to do with the goats.
People are saying that likethey're adding like goat brains
into humans Because that onechick, rebecca, who was at that
like reading yeah, and she waslike she smells weird and then
she was also saying like chewingreally loudly, and she was like
she smells weird and then shewas also saying like chewing
really loudly.
So she was saying how she haslike these, like like sores the
(11:11):
back of her neck because thebirds were poking at them.
That's like.
That's what she said, that washer line, crazy.
Speaker 1 (11:17):
And so they think like you know how, like, see
what I mean.
Like I miss that.
Speaker 2 (11:22):
No, obviously, who would have caught that?
Like people are watching itlike I'm watching it for the
plot, but some people are like,did you see that they're taking
screenshots of small texts?
Speaker 1 (11:32):
It's just so I feel like I need to start the whole
show over and look for all thesesecrets.
Speaker 2 (11:38):
I don't know, just get into the Slack channel.
Speaker 1 (11:41):
Yeah, well, I am in the Slack channel.
Speaker 2 (11:43):
Well, I am in the slack, oh yeah, you are, but
there's just, it's just so much.
There's these tiktoks that likebreak down every single detail.
I started watching some andthen I'm like oh, this is too
much this is too much.
What is the time?
Speaker 1 (11:54):
yeah, then on the other complete other side of the
spectrum, we watched runningpoint, we watched the whole
season loved it more of thatwhat's the actress's name?
Speaker 2 (12:01):
uh, kate hudson, yeah , and mindy kaling she's not in
it no, but she's like the writerand like producer yeah, I love
jackie the, the half brothersame I love the script of it.
Speaker 1 (12:15):
It's so funny we would watch severance or white
lotus, and then we'd watchrunning point to like as a
palate cleanser before I went tobed.
Speaker 2 (12:24):
Well, anyways, I just like watching stuff that makes
me happy right now and I feellike severance is so deep.
But I'm into it Like I'm herefor the ride.
Buckle up Like sure.
I'll watch the TikToks and getall the theories I might be over
White Lotus.
Speaker 1 (12:40):
Yeah.
Speaker 2 (12:41):
We'll see.
Speaker 1 (12:42):
I don't need it.
Speaker 2 (12:43):
Yeah.
Speaker 1 (12:47):
Should we get into the other stuff we wanted to?
Speaker 2 (12:48):
talk about.
Yeah, set us up.
Okay.
First thing thing, one saidactive launches a bloopers
collection.
So the activewear companylaunched a new collection but,
oops, all the sizing is off.
Rather than then discard theentire collection, they're
selling it at a steep discount.
They launched a campaign with acollection that shows imperfect
photography and some greatresources for which items to
size up or down in.
(13:10):
I love this.
I saw this.
I thought it really connectedwell to kind of one of the
trends we've been watching allyear, which is people want
realness.
So when everything, like allthese launches that these brands
are posting, they all are sopolished and so perfect, and
when everything is perfect, like, it's so hard to stand out.
And what I really loved aboutthis campaign is that there's
(13:32):
like a real, like humanness andlike messiness and imperfection.
And it was a very polishedcampaign, still Like they had
like beautiful photography andthings like that, but they
really leaned into like theoopsie side of it.
So I thought it was really cooland it's a really great example
of this trend and I love thatit was called bloopers, which
(13:55):
reminds me, like you know, we'reall human, we all make mistakes
Like I really wish they'd bringback bloopers.
Do you remember?
Like when a movie was done andat the end they'd have like
bloopers.
Speaker 1 (14:10):
Like those are so fun to watch.
The last time I really rememberthat from a movie was hangover
they had like crazy bloopers atthe end.
Speaker 2 (14:13):
Yeah, like I wish we could see some of that and I
will say, like marketingcampaigns, so many of them do a
lot of BTS like behind thescenes and it still feels like
there's like a storytellingaspect to it, which isn't bad.
But I just feel like I wonderif we redirected that energy and
did more like blooper stylecontent, how that would perform.
Speaker 1 (14:34):
With the intention of showing more of like the mess
and the mistakes and like thechaos, and not necessarily just
like showing how cool it wasRight exactly.
Speaker 2 (14:42):
Yeah, I just feel like the energy of that would be
really interesting and like oneof the these trends.
This trend is so exciting to mebecause I know that ai is just
a big part of our life asmarketers and content, and this
trend really feels like it givesyou permission to like be human
and to be messy and to makemistakes, and that people
(15:03):
actually want to see that andthat's why sports is having a
moment, because it's so real.
There's like you see theseplayers and these athletes
perform and try and fail andlose and win, like all of that
is like what makes us human.
So if we can like translatesome of that into brand
marketing, I think that would beawesome and I feel like set.
(15:24):
This is like the first way I'veseen a brand take that trend
and like actually make acampaign out of it.
Speaker 1 (15:31):
Yeah, I think it's pretty cool.
I feel like you know, a lot ofbrands do sample sales, for
example, where they've got awhole bunch of imperfect
inventory that they want to movethrough to get it out of the
way, and it's an opportunity forpeople to buy at a lower cost,
but you never see a campaignaround a sample sale, and so I
totally agree.
I think this was really cool andit was still like a high effort
(15:53):
, high production campaign inthe sense of like a concept to
delivery.
But seeing it just taps intothat feeling that consumers get,
I think, when they recognizethat like this is for them, even
if they're not perfect too, youknow, yeah, and I think that
consumers have more grace aboutthat, like, oh, the sizing's off
, but it's at a discount.
Speaker 2 (16:13):
Yeah, no worries.
Speaker 1 (16:15):
Right.
Speaker 2 (16:15):
I don't mind that.
Speaker 1 (16:16):
It also reminds me like of I think we talked about
it on this show the idea I hadabout doing like a digital
museum of typos yeah I think weneed to do that yeah, maybe I
think, I think the only reason Ididn't like it, like the idea
of it was because we weretalking about, like,
non-billable projects but, interms of like the creative
concept or the idea the idea isgood, but yeah, maybe one day,
(16:39):
yeah one day maybe someone cansponsor, maybe we need to just
start collecting them as we seethem.
So, that if we get to a pointwhere we feel like we want to
actually do this, as whetherit's like it could even be a
campaign- Right, or maybesomeone needs to sponsor the
idea of typos like the Museum ofTypos.
Yeah.
Speaker 2 (16:59):
What would be a brand ?
Speaker 1 (17:00):
that would benefit, like the International
Copywriters Association.
Speaker 2 (17:04):
No, Grammarly no grammarly grammarly, grammarly
needs to sponsor it nice butthen, but then that might not
work because they're trying toeliminate typos and their
grammarly is ai, so it feelsweird to have like an ai tool
sponsoring this like humanimperfection campaign I love
creatives sure I don't know ifthey have the cash.
No Well, I don't know.
(17:26):
Maybe Probably.
Speaker 1 (17:29):
It seems like they have a lot of cash.
But, yes, I want to see more ofthis from brands.
I want to do more of this forthe brands that we work with.
You know, just like lean intothings that don't go to plan and
find a way to kind of spin outof it.
Speaker 2 (17:41):
no-transcript huh cool you know like it sometimes
you lose sometimes you lose andyou just turn it into a win one
of my favorite things to say toyou that really drives you crazy
is sometimes you need to loseand when have you said that to
me?
I've said that to you whenyou've seen like a team, like
the Super Bowl and I'm like, youknow what.
(18:03):
Sometimes you need to lose, youneed to like, feel the loss in
order to like.
Speaker 1 (18:06):
I don't remember this exact, but I will say that it
does drive me nuts.
Whenever I'm bummed out aboutsomething, or something doesn't
go my way, like competitively,you always love to come in with
like a freaking, inspirationalquote, like, just make this a
teachable moment for my husband.
Speaker 2 (18:26):
I do like to do that.
Speaker 1 (18:27):
I'm'm like I don't need this energy for me right
now.
Well, like.
Speaker 2 (18:30):
Sometimes you need to lose in order to like okay.
I know that I lose more oftenthan I'd like to admit the other
thing I like to say to you,when you lose in fantasy
football is at least you'rewinning in life and that,
honestly, I feel like that'sthat is so condescending.
(18:50):
What I think that's soinspirational.
Speaker 1 (18:53):
No it's true that doesn't, but the accuracy of the
statement doesn't take awayfrom how condescending it is,
like I know fantasy football isa big joke, you don't have to
rub it in my face.
Speaker 2 (19:06):
I know sometimes you'll like be so bummed and
grumpy because you lost afantasy football match.
But you're losing against likeguys who are like single, like
wishing they were married,they're like not coming home to
two beautiful children that'swhat you think of all the people
that play fantasy.
No, not all of them, butsometimes.
So I feel like it must help tobe like you know what at least
you're winning in life, likelook what you have, it's true.
(19:27):
It's true what you have I havea lot yeah to be thankful for.
Speaker 1 (19:32):
Yeah, I just don't want you to tell me that when
I've lost a game, good to knowit won't.
Speaker 2 (19:41):
I'll keep saying it, I think you will, I know you
will.
Speaker 1 (19:43):
You can't.
Thing two YouTube creators arehosting the first ever YouTube
upfronts, which at first I waslike what is an upfront?
Then I really quickly realizedthe morning show.
I almost asked you, but then youwould have had some like
inspirational quote to let meknow how lucky I am to have a
wife that knows all these things.
(20:04):
But they're hosting their firstever YouTube Upfronts.
It involves a number of majorYouTube creators, who will host
this event on March 27th with afirm called Spotter.
It's a bid to lure marketingdollars away from traditional TV
to more focus on creator-drivencontent, so creators like
(20:24):
MrBeast, dude, perfect, ryan,trahan, jordan Matter and Colin
and Samir are confirmed toparticipate.
Speaker 2 (20:30):
And it seems like.
Speaker 1 (20:30):
Colin and Samir are going to play a bigger kind of
like host role in the process.
They'll lead conversations withcreators and also produce the
event alongside Spotter.
More than 150 CMOs of majorbrands are expected to attend,
which is that's a flex.
Speaker 2 (20:44):
I know.
Speaker 1 (20:45):
They're able to just come out with this like first
inaugural event and have thatkind of attendance from, like
key decision makers, that showsthe movement.
Movement is already happening.
Um, but the cool thing to me isthat at this event it's not
just kind of like a party tocelebrate or to like tell these
cmos that creators are the way,but they're actually just
they're going to be using thatopportunity to really pull back
(21:07):
the curtain on analytics andlike audience insights, but also
like future show concepts thata lot of these big creators have
already in the cooker, to kindof give these brands early
opportunity to participate oreven to like take it to the next
level, help scale it, buy likelong-term rights for it that
kind of thing.
Speaker 2 (21:26):
No, I love, love, love, love this.
I I know that we've talkedabout this on the show that more
people are watching youtube nowthan traditional network
television like peacock and nbcand all that stuff.
So, up front, if you don't know, up front is like sheesh.
Okay, if you're unfamiliar, upfront is like an annual event
(21:50):
that all like the networks host.
So like nbc, abc, all the liketraditional television channels
or networks will host this andit'll be for their advertisers
and they'll basically do like abig like apple like style event
where they're having like allthe actors of their shows and
they're going to announce, likewhat their programming plans are
(22:10):
, and so that way, theadvertisers have a chance to
like start bidding and planningon like how they're going to
funnel the ad dollars based onthe programming.
So this, this is like a YouTubeversion with creators, which I
think is so brilliant because weknow that creators, and
specifically YouTube, is reallyowning the digital viewership
space, like they're getting moreviews than traditional network
(22:33):
television is now, and so thefact they're hosting an event
and borrowing this like networkstyle, like event for
advertisers is so smart becausethey're clearly like showing up,
be like hey, like there's stuffyou can buy here too, like you
can buy against this programmingand I think what's more unique
about it too I'm sure YouTubehates this because YouTube is
(22:56):
making money off of thesecreators and just inserting
their own ads, but also they'reallowing these advertisers and
all these CMOs to be morestrategic partners with these
creators rather than justthrowing in an ad.
You know, and I know Colin andSamir like I've been a huge fan
of their show and like followtheir podcasts and watch their
stuff.
They're really about like moreintegrated, innovative brand
(23:19):
deals Like they're not reallyinto here's a script, talk about
this product, kind of thing.
They're all about likeintegrating it into their like
programming in a really uniqueway.
So, with like them being partof it Mr Beast, which is
obviously like the king ofYouTube I feel like they're
going to cook up some reallyinteresting ways to integrate
(23:39):
brands.
That's like more compellingthan ads on television.
Speaker 1 (23:43):
So I'm super excited about this yeah, that's an
interesting point about youtubenot liking it.
I feel like that makes sense,but I I kind of like the idea of
upsetting the social adspectrum.
You know, I think that needs tohappen on meta too yeah these
platforms just have such like,such influence and power when it
(24:06):
comes to what ads get servedand where they get served and
how they show up and and all therevenue from it, and they
really gatekeep a lot of thatfrom creators.
I think youtube is better forcreators and other platforms,
but I like the idea of brandsand creators getting better
aligned and like doing moreintegrated programming yeah
(24:28):
specifically.
It's good for creators, ofcourse, but even also for brands
.
I think it's really interestingas a way to have more of a
meaningful impact, just from amessaging standpoint.
Speaker 2 (24:40):
Yeah, and, to be clear, I I don't think this
event means that marketers aregoing to spend less on Google
ads or YouTube ads.
I think they're going to spendless on television ads, like
their ads that they play on NBCor whatever, because they're
going to invest it into creatorsand like, if I were the head of
(25:01):
I don't know whatever bigbusiness that buys ads on NBC, I
think I would really and and MrBeast is coming and he's like
here's my programming for thenext year, here are my stats,
here are the people that likewatch me and love me and here's
what I have planned.
Do you want to be part of that?
Like that's such a morestrategic place to put your ad
(25:23):
dollars, and like an ad thatshows up in between the Bachelor
that, like no one's watchinganymore, you know?
So I feel like they're YouTubeprobably.
Like maybe, maybe YouTubesupports us, but I think if
you're advertising on YouTube,you probably are also buying
like ads with creators onYouTube.
You know there's like two adtypes.
(25:43):
You you've seen like this, thisvideo sponsored by so-and-so,
so you're like sponsoring videos, things like that.
So it's just more likestrategic and not necessarily
taking away from youtube.
Speaker 1 (25:54):
We're more so taking away from network television
yeah, and it's also just kind oflike maybe adding to the funnel
a bit like if there's like aco-produced show right between a
brand and creator thatpartnership is can kind of be
treated more as like top offunnel.
Speaker 2 (26:08):
But then the actual ads running on the platform
before and after the content canbe more like bottom funnel yeah
, which I don't know if younecessarily have control over
specific shows as an advertiserto be in like the beginning of
the show, at the end of the show, without being those like
partners that are integratedinto the programming right, like
the.
The show that does a reallygood job with this is Hot Ones,
like they've done a good job oflike the same programming.
(26:31):
You're not sacrificing the show, hot Ones, but you are
integrating brands and brandshave the opportunity to sponsor
moments on the show and also theentire show.
Speaker 1 (26:40):
And even products within the show, for sure.
Speaker 2 (26:42):
Yeah, so I think like stuff like that is really
interesting.
Speaker 1 (26:45):
Me too.
Speaker 2 (26:46):
Yeah, I'm excited for it.
Speaker 1 (26:47):
Yeah, I just want to like be a fly on the wall, I
know.
Speaker 2 (26:53):
I was like I'm sure they're not going to televise
this, I'm sure this, like data,is private, but I want to see it
.
Speaker 1 (26:57):
I'm sure there'll be media there that'll kind of
digest.
Speaker 2 (27:00):
Yeah, someone leak it .
Speaker 1 (27:01):
Talking points Leak it.
Speaker 2 (27:09):
Okay, leak it.
Okay.
Should we talk about the thirdthing?
Yeah, okay, I'll tee it up.
So pepsico is acquiring theprebiotic soda brand poppy for
1.95 billion with a b dollarsbilly crazy.
Pepsico is buying the prebioticsoda brand poppy and expanding
into the healthier soda categoryat a time when the company is
battling failing demand demandfor its traditional beverages
and snacks.
Speaker 1 (27:30):
Duh like pepsi's loki sucks well, I mean you feel
like pepsi sucks, but like Ithink this type of product in
general is struggling likepepsi's products, just like
coca-cola's products, eventhough you personally like diet
well, no, I think, objectivelyspeaking, diet coke is thriving
(27:55):
well, I think it's, it's not.
I think the all of theseproducts are progressively
seeing decreased demand becauseprices are going up.
And that's the interestingthing here to me in this story,
before we get into all thedetails, is that I think for a
long time people have continuedto buy products like Coca-Cola
or Pepsi because they're cheap.
(28:19):
So you kind of justify thehealth implications because it's
cheap and enjoyable.
But the fact that now, with thestate of the economy and
inflation and other factors,that now the costs are going up
for these products as well, thennow it's if it's like expensive
and also bad for you, suddenlythat makes your decision to cut
(28:39):
it out of your life a lot easier.
So I think.
Coke has already, and someothers, like I think Dr Pepper
and some other kind of peers orcompetitors, are already making
plays into healthier options andlike prebiotic sodas and that
kind of thing.
So I think Pepsi is just kindof jumping on board with pop.
Speaker 2 (28:55):
Yeah, it makes sense.
I feel like if I were them,they could either create their
own version of like a prebioticsoda or just buy one and it's
like this the marketinginfrastructure exists, the like
distribution exists.
Like that's way better of aplay.
Yeah, I feel like what's reallyhot this year, or like has been
hot, is like these prebioticsodas that are healthier for you
(29:16):
.
They still like taste likeyou're having a soda and then
canned cocktails.
Speaker 1 (29:20):
That's like the move yeah, it's interesting, though,
because it seems like thetrajectory that a lot of these
sodas are following that kind ofstart as a health drink um,
that have gut health benefitsseem to go through this like
repositioning process to becomemore of like a flavor, first
soda, and then it actually,truthfully, isn't that healthy
(29:43):
for you anymore either, eventhough their original
positioning was that and theykind of rely on people still
perceiving them that way, eventhough they're actually,
truthfully, more like pepsitotally, you know, yeah um, but
I'm even poppy in the last, Ithink last year faced some
lawsuits from people saying that, like it's not, it doesn't have
(30:03):
the gut health benefits thatyou claim it does.
Speaker 2 (30:07):
Yeah.
So, yeah, well, what are yourthoughts on this?
Speaker 1 (30:12):
What are my thoughts?
Well, I was reading a post onLinkedIn this morning actually,
and this guy was kind of talkingabout the whole brand evolution
of Poppy, because it originallystarted by this husband and
wife.
It's kind of your classicfounder story.
The, the, I think her name wasallison yeah allison ellsworth.
(30:34):
She just didn't like how likenormal soda, like pepsi, made
her feel, so she startedexperimenting in her kitchen and
like making her own with applecider vinegar and stuff like
that and it tasted good and theneventually they started this
brand called mother, because itwas based on kind of the
properties of apple cidervinegar and like mother nature
(30:55):
yeah, but I'm blank kombucharight, I was blanking on what on
the word and they did prettywell.
But then they really took offafter they went on shark tank
and they got an investor lovethat from shark tank.
But after that, with this newinvestor, that's when they kind
of went through this wholereally took off after they went
on Shark Tank and they got aninvestor from Shark Tank, but
after that, with this newinvestor, that's when they kind
of went through this wholerepositioning process and they
became more colorful.
They rebranded to Poppy, itbecame more about flavor than
(31:17):
about health benefits and that'sreally when they took off.
But they still have thisperception around them that
they're a health drink, you know?
Um, so this guy posted onLinkedIn about the story saying
how amazing this like brandevolution was and how genius it
was.
But it's interesting to see thecomments in some of those types
of posts because most people,like the perception in the
(31:37):
market seems to be like oh, thisis just a copy of Olipop, you
shouldn't be giving them allthis credit, which is fair.
But I think that the point thatI see in all of that is not
just that okay, brand Y copiedbrand X.
It's more that there is a gapin the beverage market.
Speaker 2 (31:56):
Yeah.
Speaker 1 (31:57):
And that gap can't just be filled by one.
Speaker 2 (31:59):
Absolutely.
It's just like if you have morethan one brand in this space.
It just means that there's likea new category For sure, and I
think too it shows their storyspecifically.
Speaker 1 (32:13):
I think shows the power in execution and not just
brand.
Speaker 2 (32:18):
Cause.
Speaker 1 (32:18):
I think so many people for so long have put so
much weight on brand and kind ofscoffed at execution, like
scoffed at the need to put a lotof resources into a channel
like TikTok, or into their ownoriginal content, or into
influencers and creators becausethey, their brand is so amazing
.
Um, but I think we live in theage now where brand isn't
(32:41):
everything and it can't get youto the point you wanted to get
without execution.
So, um, whether it looks likesomething else or not, or
whether it tastes like somethingelse or not, execution is the
thing that's going to make thedifference.
Speaker 2 (32:55):
Yeah, totally yeah, I love that.
That's a good take.
I think I've been.
I mean, obviously I think Poppyhad a moment, the Super Bowl.
They actually had a lot ofcontroversy so, which we didn't
talk about on this show becauseI don't know.
I just thought it like came andwent.
Speaker 1 (33:12):
We also didn't get to record the week after the Super
Bowl.
Right, right, right right.
Speaker 2 (33:15):
So it's OK if you didn't see on.
On TikTok Poppy, which hasalways been like a creator, like
accepting, and like a brandthat has sponsored creators,
influencers, like they've beenin the mix for a long time, they
sent a bunch of creators thesevending machines, these poppy
vending machines for hostingsuper bowl parties and, of
(33:38):
course, like the influencerslike posted about it.
It was like during super bowlweek and like the types of
videos like varied from likedisbelief I can't believe I have
a poppy vending machine.
Some people were like hostingparties and showing like
everyone at the party havingthem.
And then there's some people onthe Hickdark that were really
upset about it because they feltlike it was like like so
(33:59):
expensive and irresponsible tospend all this money when they
could have been putting thesepoppy vending machines in other
places that were more deserving,like a hospital or like a
school or whatever, which islike a valid complaint.
But the thing that was like soannoying to me was that all
these influencers many of themshared that they just had this
(34:21):
temporarily, it was like justfor Super Bowl week, and it was
like a stunt, like there's lotsof people, that's brands, that
spend money on stunts, even likethis like and so, anyways, on
TikTok people were like gettingso upset about them and
canceling Poppy and like howcould you spend money on like on
these vending machines?
And then Olipop got in thecomments of one of these videos
(34:43):
and said that these vendingmachines cost $25,000 or they
like, liked or replied to one ofthe comments about the cost of
these vending machines, whichwas not true.
They cost way like less thanhalf of that cost.
Anyways, the founder went onTikTok.
She shared like an explanationvideo because she had to.
It was like such a hugecontroversy and she basically
(35:03):
was like like listen, like.
These were sent as a stunt forSuper Bowl week, which is the
biggest soda and snack week ofthe year.
Like all these like.
There's soda and snack brandsthat spend millions and millions
and millions of dollars onSuper Bowl week.
Like Super Bowl commercialsalone cost $8 million.
(35:24):
And this is a small femalefounded brands that has always
supported and like, usedinfluencers and spent money on
influencers to market its brand,and I just felt like it was so
undeserving for this brandspecifically to get this kind of
like spotlight for doing astunt that so many other brands
do all the time, especiallyduring, like Super Bowl week.
(35:45):
So she explained that, likethese vending machines were sent
there temporarily and thenafterwards they were going to be
put in other places, in otherdistribution places, like
schools, like hospitals and allof that.
But this was just like forSuper Bowl week, which, like I
don't know.
I was just so frustrated seeingall these people like being so
(36:05):
righteous about like the moneythat was spent on all like on
like poppy when, like all theother brands are doing the exact
same thing.
They're just using influencers,which everyone says like this is
like an important way to drivethe influencer and creator
economy too.
And like the female fundedbrand, like where, where is this
energy?
Like why is this energy there?
(36:27):
You know?
Speaker 1 (36:27):
Yeah, and like think about all the money that it
costs to just have a Superbowl.
Speaker 2 (36:30):
like that's way more waste uber eats spent like they
had like three super bowlcommercials and then paid like
so many celebrities to be in thesuper bowl commercials, so
that's okay for them to do, likeit's just this, like this, this
line or like boundary of likewastefulness was just directed
(36:52):
towards pop, which I felt was sounfair yeah, for sure.
Speaker 1 (36:56):
I thought we were living in more of like a
post-cancel culture era, but Iguess there's folks like that
still out there well, I mean,she's still.
Speaker 2 (37:03):
She still sold her company for 1.95 billion dollars
.
Speaker 1 (37:06):
So she came out on top yeah love to see it yeah,
well, I think that's all I hadfor that one sweet.
Speaker 2 (37:15):
Well, I'm excited about it I'm down for more of
this and I will be supportingpoppy over ollie pop you know
what?
I am, yeah, absolutely.
I love that we're in this space.
Do you remember when, like itwas, pepsi versus coke?
Speaker 1 (37:29):
yeah, and there I can't remember it still is.
Speaker 2 (37:31):
Yeah, but I can't remember what brand started
those like.
Was it a coke or pepsichallenge, where they'd
literally go into the streetsand they'd have those like um,
like um, glasses or cups ofpepsi and coke and you're
supposed to like not see which?
One is which, and like choosewhich one's better.
And then they'd like docommercials around it, like and
(37:53):
then there was also like macversus pc, or like mac versus
yeah, mac versus pc, I'm a mac,I'm a pc, like.
There's nothing wrong with alittle rivalry in these
categories we love a goodrivalry 100, so I'm not mad
about like this kind of likehead to head which is better.
You can prefer a brand not justbecause of how it tastes or
(38:14):
looks or acts or functions orwhatever.
You can also choose it based onhow it interacts as a brand in
like these spaces, and becauseof that, I love Poppy, I love
what Poppy's doing, I love it.
It's a female founded brand.
Speaker 1 (38:25):
But why did you choose Poppy over Olipop?
Speaker 2 (38:28):
Because Olipop was getting in the comments and
spreading misinformation.
So that is a bad actor.
And yeah, I'm into Poppy.
Speaker 1 (38:36):
Okay, cool, speaking of rivalries and soda and
vending machines.
Oh, wow it reminds me of my fate, one of my favorite commercials
in this whole Pepsi Coca-Colafeud.
I think it's kind of old, butbasically the commercial I'm
pretty sure it was a Pepsicommercial and this kid walks up
to a vending machine.
It's like super hot outside, afeud.
I think it's kind of old, butbasically the commercial, I'm
pretty sure it was a pepsicommercial.
And this kid walks up to avending machine.
It's like super hot outside andhe just needs a drink and um,
(39:01):
there's.
You know, there's like thebuttons in a column and you like
have to press one and to get itto vend so coke was on the
bottom half of the buttons andpepsi products were on the top
half.
And so he goes and he buys acoke and it.
So it feels like it's a coke ad.
But instead of cracking it, heputs it on the ground and uses
it out as a step and he steps upto and puts another dollar in
(39:25):
and presses the pepsi button,cracks the pepsi and takes a sip
and it's just like the momentyou know.
Speaker 2 (39:31):
Love that.
Speaker 1 (39:31):
And I'm I choose, I'm like team Coke over team Pepsi,
but that to me, even though itwas a Pepsi ad, it was like such
a goaded ad.
Speaker 2 (39:38):
No, that is such a goaded ad.
I love that ad.
You know what I think peopleneed to like, like chill out a
little bit and accept therivalry, like I think some of
these videos that I watchedabout poppy and like being so
irresponsible and like thiseconomy like it's just like soda
and poppy is not going to solveall the world's problems.
(40:00):
And like having a poppy vendingmachine in you know like a
certain community is amazing andwonderful and they had plans to
do that.
So like chill.
And also the thing that's sointeresting did you know in
different countries you can havea like, a deal with a country
for a soda, like in chile youcan't have, I think.
(40:23):
I feel like it's coke, it's onlycoke products in the whole
country wow, yeah, so you'reindoctrinated into diet coke
okay, but I don't know for sureif it's coke or pepsi, because I
can't remember, but I know that, like you, can only have one, I
feel like you would remember ifit was pepsi, because when we
went to chile you would havebeen like this sucks and they
(40:43):
did have coca light, so it's gotto be coke yeah yeah.
So I think that like I love therivalry, like go after the
places, be like a poppy, onlystate, like, imagine.
Speaker 1 (40:59):
Yeah, good, healthy competition.
We're here for it.
Speaker 2 (41:01):
What would the self-righteous Gen Zers think
about that?
Wow?
Speaker 1 (41:07):
Are all Gen Zers self-righteous?
No, no, no, no, don't you'reputting a certain genre of Gen
Zers self-righteous?
Speaker 2 (41:10):
No, no, no, no, don't you put a certain genre of Gen
Zers.
Speaker 1 (41:13):
What would actors think about this?
Their job is so easy.
They must have opinions.
Speaker 2 (41:20):
They must have opinions.
Speaker 1 (41:23):
I'm not going to speculate.
Speaker 2 (41:25):
I shouldn't either.
Speaker 1 (41:28):
Well, thank you for watching episode 22 of Big
things.
You can catch it on youtube oranywhere you get your podcasts.
Check us out on instagram ortiktok for a few clips or some.
Send us a dm yeah and wait.
Speaker 2 (41:41):
Shout out to that one person who went to youtube and
said, hey, I'm watching it onyoutube rather than listening to
it I missed that.
That happened yeah, it happenedI don't know your username.
I'm sorry, but I appreciate youall.
Speaker 1 (41:53):
We'll add the username to the show notes.
Speaker 2 (41:56):
Shout out to the person.
Speaker 1 (41:58):
You're the goat.
All right, should I ring thegong?
If you must Smack the gong,I've been trying to go gentle,
just for your ears.
Speaker 2 (42:09):
I appreciate it.
You're welcome.
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