??The Power of Pumpkin Spice + A New Way to Pitch

Welcome to a pumpkin spice-flavored edition of Flag This, Maxwell's monthly roundup of the most notable marketing news!

Rises to the Top?

It’s not bothered if you think it’s basic. It’s been around far longer than you have and it’ll be here long after you’re gone – which is probably a good thing! It likes bears just as much as it likes dogs. It’s never too early. It knows you’ve been waiting, and now it’s ready to kiss.??

It’s pumpkin spice, and its powers keep growing.?

What started as a simple seasonal trend has morphed into a cultural phenomenon that consumers can access in every possible way at any given price point. But if you’re a CPG brand that doesn’t typically offer a pumpkin spice product, how do you claim a piece of the pie? Remember, it's not just about the flavor; it's about the experience and emotions associated with autumn that transport consumers to (pumpkin) Spice World.??

Evoke the Seasonal Aesthetic?

While your products may not feature pumpkin spice flavors, you can still put on a cozy autumn outfit. Utilize imagery, colors and themes that summon the essence of fall – think rusty oranges, deep browns, crisp leaves. This allows your brand to align itself with the seasonal spirit, enabling consumers to associate your products with the broader pumpkin spice trend.?

Offer Limited-Edition Collaborations?

Team up with brands that do offer pumpkin spice products and create limited-edition packages, co-branded items, exclusive bundles, or giveaways. This approach not only allows your brand to tap into the trend but also fosters a sense of excitement and exclusivity.?

Tell a Story?

Even if your products don't involve pumpkin spice directly, you can weave a compelling narrative that aligns with the seasonal trend. Share stories about your brand's commitment to quality ingredients, craftsmanship, or the importance of family gatherings during autumn. These stories humanize your brand and make it relatable within the context of pumpkin spice mania.?

Engage in Social Media Conversations?

Participating in trending conversations on social media is a powerful way to stay relevant and connect with your audience. Engage in playful banter, share pumpkin-spice-themed memes, or run creative contests that playfully acknowledge the trend. This engagement keeps your brand at the forefront of consumers' minds, even if you're not offering pumpkin spice products.?

Leverage Nostalgia?

Autumn, with its pumpkin spice craze, often evokes feelings of nostalgia. Craft marketing campaigns that tap into these sentiments, reminding consumers of the joy and comfort of the season. This can foster a sense of connection between your brand and the pumpkin spice trend, even if your products don't include it – yet.?

On Our Radar

Remember when we would reference Cosmopolitan for fall nail inspo or browse the Barnes & Noble section, hunting for the next best recipe in Food Network Magazine? While these days aren’t long gone, they’ve certainly dwindled as B&N now only carries 19 “women’s interest” print magazines versus the 61 publications on shelves in 2015.??

For an obvious answer, we might say Gen Z and younger millennials have now switched to TikTok and Instagram for all their daily questions. Need tips on skincare or looking for the next viral hairstyle? Search #beautytok. Any #keto, #glutenfree or #easyrecipe is available instantly with Instagram. So, how can you reach your customer who refuses to hop on another social platform or read a print magazine? A: Substack and Facebook groups.?

Facebook groups have been a thing for eons, but more and more women in their 30s and 40s are turning towards FB pages like former journo Caroline Moss’ “Gee Thanks, Just Bought It!” for all the recommended “life-changing products” or BuzzFeed’s “Tasty Recipes” for how-to recipes.??

Under the lens of Substack, the platform is a safe haven for writers to publish newsletters directly to paid and free subscribers without editorial approval. Therefore, not only do Substack authors change how consumers receive suggestions, but it's a helpful pipeline for marketers, as they can contact the author to be included in their newsletter or earn a spot in an upcoming roundup and feature article. Some of our favorites to follow include:?

• Lindsay’s Weekly Opportunities: Freelance journo Lindsay Tigar, tells her subscribers what kinds of stories she’s working on and the kinds of pitches she’s open to, and offers invaluable advice about how to craft the pitch itself.????
• Aly Walansky’s Newsletter: As a freelancer with more than two decades of experience writing on food, travel, and lifestyle, Walansky not only shares the current assignments she’s working on but passes on productive tips on how to pitch (Hint: There’s a difference between offering a “sample” vs. a “gift.”)?

• Alice Dublin Media Newsletter: Experienced lifestyle journalist and freelance content marketing writer, Alesandra Dublin, reveals the latest PSAs and news happening in the media industry. Additionally, she invites publicists to pitch products for national media stories.?
• Snaxshot: Of course, we had to include our CPG cult leader, Snaxshot. Ran by market-wiz, Andrea Hernández, the writer rounds up the best snacks, beverages and latest trends to nosh on from a month-to-month basis (unless you want near-daily updates and brand features on IG). So, if you’re wondering how you can keep up with all the newest startups, we recco clicking that subscribe button.??
• the group chat: Substack isn’t just for journalists and bloggers, it’s for influencers too! For instance, private chef and TikToker, Meredith Hayden, has started her own newsletter -- which has already garnered 44k+ subscribers.?

Further reading: The Women’s Magazines of 2023 Are in a Facebook Group and Your Inbox (NYT: Sapna Maheshwari)?

Weekend Reads

• There’s no dip in the hummus market. In fact, consumers' taste for hummus-based snacks is on the rise. According to Skyquest’s latest research report,?market growth is expected to reach $10.21 billion by 2030, a predicted increase of 14.7% in the next few years. Let’s go chickpeas! #pulses?(Global Newswire)?
• According to Morning Consult, Walmart scores high with Gen Z. What has the brand been actively working on to engage Gen Z consumers, a cohort known for its digital native nature and unique preferences? Live Shopping events, alcohol delivery, investment in the Metaverse and more are among the many tools Walmart has in their playbook.
• Further reading: How to engage Gen Z just like Adidas and Walmart (Fast Company: Kolawole Samuel Adebayo)?
• The Illinois legislature moves to protect the earnings of ‘kidfluencers,’ social media stars under the age of 16. (Christian Science Monitor: Claire Savage)??
• Cooking videos (and TikToks) are everywhere. Are they making us better cooks? (NYT: Priya Krishna and Umi Syam)??
• Did you take a summer vacation this year? Was it your last one? (NYT: Mac Schwerin)?
• The growing number of people experiencing “sober curiosity” is still making headlines… (The Guardian: Adrienne Matei)?
• …even as brands continue to spike every imaginable beverage. (CNN Business: Elisabeth Buchwald)?

You're a star,? The Maxwell Crew

P.S. Hey! What are you doing Thursday, Friday and Saturday night from 8 p.m.– 5 a.m.? Snapchat wants you and your friends to “relive the night” via its new After Dark Stories. They’ve roped in the poor moon emoji to help make the announcement, which is fine, although the pepper almost certainly makes more sense. ?? ??? ???????