On this episode of The Casey Adams Show, Alyse Borkan, co-founder of Rocco—the viral drinks fridge that won Domino's Groundbreaking Product of 2024—shares how she’s redefining the beverage industry. With a background in scaling high-growth consumer brands like Our Place, Coterie, and Billie (acquired by Edgewell), Alyse brings deep expertise in brand-building, creative marketing, and product launches. She discusses the challenges of launching a hardware product, the power of strategic brand partnerships, and how Rocco is designed to seamlessly blend into any space while enhancing social experiences.
Chapters
00:00 Introduction to Rocko and Elise Borkan
03:05 The Design Philosophy Behind Rocko
06:01 The Beverage Landscape and Consumer Trends
09:06 Innovative Partnerships with Beverage Brands
11:56 Challenges in Hardware Development
14:58 The Iterative Design Process
18:08 Elise's Journey into Business and Marketing
23:40 From Journalism to Startups
25:03 Building Brands at Casper and Billie
28:05 Creating a Unique Brand Perspective
31:01 Marketing Tactics for Early Stage Brands
32:30 The Power of Limited Inventory
35:22 White Glove Delivery Experience
37:34 Evolving Brand Mission and Perspective
39:30 Innovative Features of the Rocco Fridge
41:40 Future Vision for Rocco
43:00 Advice to My Younger Self
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