Monday brand social teardown. Written desk for the Shelf-Life show.
Chomps is past 65,000 doors and headed for $900 million, built almost entirely on video other people shot. Then it bought Target ads to launch chicken. What transfers to your brand, plus pasteable copy, a still and a four-shot video.
31 Aug 2026
Poppi sold Pepsi a demand loop that runs on phones, then spent trust on claims and a vending-machine flex. Here is the organic social response: the posts, the still, the 20-second video, and the comments.
24 Aug 2026
Oatly's carton is the costume. The coffee shop is the engine. Here is the organic social response: the posts, the still, the 20-second video, and the comments.
17 Aug 2026