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• A full look at how poppi’s Big Game ad strategy played out
• Details on how Amazon has accelerated ahead of another key retailer 
• A look at the people and products moving around the industry this week.

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This year’s pre-Super Bowl show began well before Lady Gaga’s performance, and no doubt the Big Game hype will bleed beyond this week as marketers work to squeeze the most out of their $8 million per 30-second ad spends. That is especially true in beverage where poppi has taken a “full-funnel” approach to keeping awareness at an all-time high. Become an Insider to access the full post-game analysis and understand how poppi’s warm-up helped it extend the media cycle well beyond the final whistle.

Dollar sales in the coconut water category have been steadily growing for months, but it takes a multi-pronged approach to build sequential gains against category leader Vita Coco. 100 Coconuts spent the last year building out a model with that aim. Become an Insider to understand the brand’s strategy and get a taste of the gains it has made thus far.

Pour one out for the GLP-1 users; no really, pour one out because they won’t need it. People using GLP-1 drugs like Ozempic and Wegovy are cutting their beverage consumption, impacting everything from hyper-sweetened sodas to zero-sugar energy drinks, per a recent collaborative study between Numerator and Cornell University. Become an Insider to see what categories are losing, and who could come out on top.

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