“Ritz is on a modernization journey,” she stated. “So, the best way we considered celebrities was actually about who’s going to faucet into totally different parts of the cultural dialog,” she stated. [6:47] The trio have been intentional selections aimed to make the traditional cracker really feel like a “fashionable savory icon” and introduce it to a brand new technology of customers.

Garrett Smith, agent of endorsements and voiceover at UTA, stated celebrities decide manufacturers that really feel like a “match” and need to be concerned.

“Bowen was very a lot concerned within the artistic course of,” he stated. [8:20] “The expertise takes these [spots] critically. They need them to succeed. They need them to do nicely.” [27:52]

“I believe the authenticity piece is tremendous necessary, particularly for those who’re concentrating on a youthful viewers,” stated Margaret Johnson, CCO and associate at Goodby, Silverstein & Companions. [9:12] Johnson highlighted constructing a Cheetos marketing campaign with rapper and actress Megan Thee Stallion, who may be very public about it being her favourite snack. It was an genuine match that made sense for the model and Stallion. [9:25]

The distinctive connection of sports activities

Whereas the Tremendous Bowl pulls within the greatest viewers of any sporting occasion (124.9 million viewers in 2026), the panelist agreed that dwell sports activities provide entrepreneurs sturdy platforms to succeed in customers.

Lauren Griewski, head of Chase Media Options at JPMorgan Chase, talked in regards to the emotional connection audiences have with sports activities. “The emotion round dwell sports activities may be very excessive,” she stated. “In extremely emotive moments, individuals are extra more likely to keep in mind a relationship that they’ve with a model.” [23:14] The stress and drama of sports activities create a targeted viewers that manufacturers can leverage.

For Indy Khabra, co-founder and co-CEO of Livewire, he sees sports activities as IP that can be utilized in different media. Livewire, a world gaming advertising and marketing firm, not too long ago teamed with the NFL to launch a 21-episode docuseries on the NFL’s YouTube channel known as “NFL Race to the Finish Zone.”

As a result of gaming has develop into so immersed in tradition, it’s an genuine means for entrepreneurs to interact audiences. “From an built-in advertising and marketing perspective, whether or not that’s a retail media community or whether or not that’s a model, we’re seeing gaming exhibiting up as that extension, but additionally inside the ecosystem there’s a number of alternative ways to play,” Khabra stated. [31:56] 

• JP Bittencourt, Senior Vice President, Marketing, Sparkling Beverages, PepsiCo
• Denise Campbell, Vice President, Marketing Strategy, US Oncology and Enterprise Partnerships, Novartis
• Margaret Johnson, Chief Creative Officer and Partner, Goodby Silverstein & Partners
• Lauren Griewski, Head of Chase Media Solutions, JPMorganChase
• Indy Khabra, Co-Founder and Co-CEO, Livewire
• Olympia Portale, Senior Director, Crackers Marketing & Portfolio Strategy, Mondelez International
• Garrett Smith, Agent, Endorsements and Voice Over, United Talent Agency
• Will Lee, Chief Executive Officer, ADWEEK