“Vital learnings from VitaCup: Increase your ad spend precisely and dramatically to rapidly scale and capture the market”
We’re very excited to be here today with VitaCup, Inc. CEO Brandon Fishman– who just happens to have previously founded the highly successful digital agency, Internet Marketing Inc (IMI). Brandon – given our remit at Beverage Marketing Association (beverage marketing in a highly connected world)…You may be one of our most perfectly suited guests to-date!
As many of you already know, VitaCup has taken the world of functional coffee and tea by storm – being first to market with their vitamin-infused K-cups – and finding great success with that and the many other formats they produce.
Brandon, thanks so much for being with us today!
Hi Seth. Happy to be here.
We’re really excited for this one…and if you don’t mind, I’m going to ask you to wear both your CEO of a rapidly-growing beverage company cap, and your President of a leading digital agency cap? First question: Can you tell us the story of how you came to work with VitaCup at IMI, and eventually became their CEO?
I started IMI in 2008 and grew it to over 100 employees. I always knew I wanted to launch my own brand and I launched Vitacup in April 2017. Once it got traction and I raised my first round of capital I left IMI to run VitaCup full time. I sit as Chairman of the board for ImI
What is it about VitaCup that you saw such incredible opportunity in? In our eyes, between the high-quality product and brand – and the nascence of the category you’ve entered…It certainly looks like you’re on pace to reach incredible new heights.
I saw an opportunity to be the very first vitamin infused coffee pod to hit the market. People are obsessed with coffee and can’t go a day without their coffee but everyone always forgets their vitamins. I wanted to launch a product that people would consume daily and constantly re-order. We spent months developing a very high quality product and we are proud of all of our products
Okay, now I’d like to shift and look at how you’ve been able to leverage connected channels to produce INCREDIBLE outcomes so quickly. What pillars of your customer and consumer marketing strategy do you think lead to such overwhelming success in the digital ecosystem?
Facebook and Instagram ads have been key for us. Our core demo is Female 35+ and that demo converts very well on those channels. The key factor is that our repeat purchase rate is extremely high so once we convert a customer they come back.
Tell us a little more about your consumer. I’m sure you work hard to identify, access, engage, and empower your biggest advocates and fans – who are they, and where is there “watering hole” so-to-speak? I see incredible results on your Instagram page…
Females make up 75% of our business. Our core demo is 30-50 and consists of healthy moms, busy professionals, and people that aspire to be healthy. We also do well with an older demo because they have a higher installed base of Keurig machines in their homes.
Finally I’d love to hear your thoughts on the future of the functional coffee and tea category. Beyond having a great, and efficacious product…what will be some of the most critical determinants of success/category leadership over the next few years?
I think taste is crucial. If you test our product against the others in the market there is no comparison. No one wants to sacrifice taste. Also I put a lot of value behind branding. People want to feel good about the brand they are drinking. We spend a lot on branding and we have a partnership with Vitamin Angels where we give back and help kids around the world get access to vitamins that can’t afford them.
That’s a fantastic initiative! Congrats on all the amazing work! Brandon, thanks so much for joining us today and for sharing your story. We hope to see you at eBev later this year (October 28-30 in Las Vegas).
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