Interact Brands

Biting into the State of Meat-Snacking It’s no secret that America is obsessed with protein. While sugar, fat, and carbohydrates are carefully watched and scrutinized, it seems protein can do no wrong. Wanna get lean? Protein. Wanna get ripped? Protein. Want something delicious? Protein. And despite all the noise the plant-based category has made, demand for animal protein is at an all-time high. So, we thought it was only right to examine this bull market (beef pun intended) to see what’s happening now and what’s coming next in the space. Jerky Walked So Sticks Could Run The OGs of jerky—like Old Trapper Beef Jerky, Jack Link's Protein Snacks’s, Matador, and Oberto Snacks Inc.—make up the bulk of jerky sales in America. But the BFY (Better For You) wave of brands, led by Country Archer Provisions, Krave, Chef’s Cut, and Think, exposed consumers to real ingredients, real flavors, better cuts of meat, and the benefits of grass-fed beef. As the war on sugar continued, jerky underwent some self-reflection, which ushered in the Biltong craze of the late 2010s. Biltong, a South African air-dried beef that requires no sugar or carbohydrates to soften the meat and is free of sodium, was championed by Kalahari, Ayoba, Brooklyn Biltong, and Stryve. Country Archer and Krave also got in on the mix with their Zero Sugar lines of jerky. But just as jerky seemed to be at its peak, along came sticks. While Slim Jim seemingly invented the stick category and had one of the all-time great ’90s campaigns and taglines—“SNAP INTO A SLIM JIM!”—the new-age, better-for-you brand Chomps has quickly become an industry darling. Other notable brands, such as Fatty’s (recently acquired), The New Primal, Duke’s, and Country Archer, are all jockeying for the #2 spot in the BFY space, innovating with unique flavors and formats like foot-long or double-thick options. Interestingly, Jack Link’s launched a campaign highlighting its meat stick offerings while taking shots at Slim Jim. “Nearly fifty percent of [Jack Link’s] customers start with a meat stick as their first purchase. It’s their ‘on-ramp’ to jerky, and as the leader in the category, [Jack Link’s] plans to own this segment, too,” said Holly LaVallie, Senior Vice President of Marketing at Jack Link’s. Read the rest here: https://lnkd.in/gTHMHT6k #CPG #Meatsnacking

?? Conspiracy Alert ?? Our resident graphic designer, Camille Avarella, just had a viral moment. While on a casual hike, she snapped a photo that has the internet convinced there’s a 20-foot mysterious creature lurking in the Rocky Mtn National Park. The local news even interviewed her about it. Camille's become an overnight Supernatural Paparazzo! Story: https://lnkd.in/gNCQiEMY Interview: https://lnkd.in/gSxasw67

Interact Coffee Chats ? We started this series to spotlight the incredible people behind the work we create. Meet Paola Bocock, our Senior Strategist. She brings creativity and a strategic vision into everything she does!

Has the entire sport of tennis been rebranded in the United States? Every year, the US Open transforms Flushing Meadows into a vibrant hub where thousands of New Yorkers and tennis enthusiasts from around the world gather to witness two weeks of electrifying matches, fashion-forward styles, and luxury experiences. The Billie Jean King National Tennis Center becomes the epicenter of both sport and culture, as brands seize the opportunity to connect with fans and players alike, creating a spectacle that extends far beyond the court. From the iconic Grey Goose ‘Honey Deuce’ cocktails to lavish brand lounges, the Open has evolved into much more than a tennis tournament—it’s a premier social event that embodies the essence of luxury and status. There has been renewed excitement for tennis, fueled in part by its pervasive presence in media and culture (thank you, Zendaya and?Challengers). We've seen mainstream athleisure brands (Alo, Vuori, On) and everyday fashion brands (Abercrombie, Tory Burch) release their own versions of the iconic tennis skirt and dress. There has even been newfound popularity in adjacent sports like pickleball and padel, spurred by the increased interest in tennis. Most attendees have traditionally been tennis enthusiasts or casual fans, but many this year view the Open as a social event signaling status. Ticket prices are higher than ever, and the number of tickets sold in the secondary market has soared by over 25%. This year has seen more celebrities, influencers, and brands looking to be part of the scene. Mo?t, Aperol, Ralph Lauren, Bumble, and On, among others, have seized this opportunity to further cement or create new associations in the luxury space with consumers. On hosted its Courtside Nights event, where Ben Shelton played against influencers, followed by a post-game DJ set. Bumble Inc. organized a singles party for NYC tennis fans. Chase Sapphire Preferred also hosted a tennis clinic during Fan Week atop the Seaport’s Pier 17, where Andy Roddick played alongside eager fans, making them feel close to the action days ahead of the actual matches. Brands are trying harder than ever to reach younger consumers through peak cultural moments. The U.S. Open has evolved into more than just a tennis tournament—it’s now a cultural experience and social event. With the rise in branded events, tennis-adjacent fashion, and tennis-related films, it’s easy to conclude that the USTA (United States Tennis Association) has benefited from tennis’s recent rise in cultural relevance. So, what does this mean for brands? Keep a pulse on culture—because that is what drives consumer dollars. #brands #branding #culture

The wellness industry is experiencing significant growth, driven by a heightened consumer focus on holistic health and well-being. There's been a shift towards preventative care, mental health, and digital wellness, with consumers increasingly seeking products and services that promote a balanced lifestyle. Trends like personalized nutrition, mindfulness practices, and contrast therapy have been and are continuously gaining momentum. As the industry evolves, we are ready to evolve with it. Interest in cold plunging increased by 655% in the past year, emerging as a leading practice in the wellness space. A couple months ago we worked on Plunge, a premium cold plunge. Plunge came to us to level up their look and feel so they could continue to evolve as the wellness space did too. Check out our case study linked in the comments. #wellness #CPG

This week marked the first week of being in our new New York studio space (WSA Building) @wsanyc. The space has quickly become a hub of collaboration & new thoughts and ideas. As we settle in, Interact is eager to make an impact in the heart of the creative capital.?

Thanks to everyone who came out to connect and celebrate Newtopia Now's debut! Thanks to PLTFRM, BFG Partners, Giannuzzi Lewendon, LLP, and North American Poly for partnering with us on this event. Looking forward to what next year brings us!

We've always had a pulse on the forefront of technological innovation. AI has quickly become a useful part of our creative process, but its integration comes with its own set of challenges. In this article, we will examine both successful and unsuccessful uses of AI by well-known brands. By analyzing these three cases, we hope to provide valuable insights for other brands considering taking a stance on AI. Dove's "Real Beauty" Stance. Dove’s stance on AI is an important one; they’ve managed to stay true to their brand values while still accepting that AI is becoming an essential tool in our society. Dove's commitment to "Real Beauty" has long been a cornerstone of its brand identity. Dove has become the first beauty brand to commit to never using Artificial Intelligence (AI) to represent women in its advertising. They took a bold stance against the rising tide of AI-generated content due to research confirming its potential to further distort beauty standards. “At Dove, we seek a future in which women get to decide and declare what real beauty looks like, not algorithms,” says Alessandro Manfredi, Chief Marketing Officer for Dove. Dove’s stance on AI included creating the "Real Beauty Prompt Guidelines," the brand aims to empower creators and users of generative AI programs to prioritize diversity and authenticity in their creations. This initiative serves as a blueprint for change, encouraging the development of AI models that reflect the true spectrum of female beauty. Dove's decision is not merely a marketing ploy but a proactive response to alarming statistics revealed in their research. With AI-generated content poised to dominate the online landscape, the brand recognized the urgent need to safeguard against the homogenization and unrealistic portrayals that AI can inadvertently perpetuate. Toys"R"Us: AI-Generated Video Campaign Toys “R” Us has sparked online backlash after releasing an ad created with OpenAI’s new video generation tool, Sora. The 66-second promo takes us on a journey back to the 1930s, following young Charles Lazarus, the visionary founder of Toys "R" Us.? AI-generated film has sparked diverse reactions on social media. Some viewers see it as an exciting glimpse into the future of content creation, where imagination is the only limit. Others, however, have expressed reservations. Some found the AI-generated characters "creepy," falling into the infamous "uncanny valley" where digital renderings of humans are close to realistic but just off enough to be unsettling. Others noticed inconsistencies in the AI-generated images, highlighting the current limitations of the technology. These mixed reactions underscore the ongoing challenges and opportunities in AI-generated content. As the technology continues to evolve, it will be fascinating to see how creators address these issues and refine their techniques. Read the full article on our website below: https://lnkd.in/g5jbFYM3

Expo East (sadly, no more) has pivoted to a new format - Newtopia in Denver, CO! There are a lot of unknowns about the format, and we're hearing that many in the industry are on the fence about attending and exhibiting. However, we do know that a lot of founders and investors will be present. We plan to attend in support of the community and New Hope, who have played a significant role in our success, from giving us our first Expo West speaking opportunity 10 years ago to continuing to be a venue where all our passions can be exhibited. Reach out if you'll be in town!

As an agency, our online presence showcases our work, but behind the scenes, we have an array of talent that inspires our culture and creativity. Interact Unfiltered is where our team shares what is inspiring them, what is entertaining them, newfound knowledge, and candid discussions amongst one another, without boundaries. In lieu of summer, much of our team has been enjoying time outside all over the country! One team member is enjoying the "empty" streets of NYC, biking from the Brooklyn Bridge to Harlem, while another is boating on Lake Ontario. A few of our team members have picked up gardening as a hobby. Pictured are some blueberries and squash blossoms. The squash will be cooked up with a little bit of mozzarella, Calabrian chili, and fried in olive oil, accompanied by a glass of white wine. Our friends in New York went to see "Oh, Mary!" and rated it a 10/10. We enjoyed discussing the "fits" worn to the opening ceremony at the Paris Olympics, one of the favorites being Steven Spielberg's casual yet chic look. The uniforms for the Mongolian opening ceremony were also widely admired among our team. The game "Wingspan's" illustrations were admired among our design team. The game itself was reviewed as "a little bit complex, but still very fun." Maybe add it to your list of summer board games to try out!