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Helllooooo my friends! 

I hope everyone had an awesome 4th of July, eating burgs and hot dogs. Hopefully, you took some time off (unlike me 🙃).

Let’s get into it!

This week we are going to jam on…

SOCIAL INFLUENCING AND SEIZING THE MOMENT

📣 S’MORES RAMEN HAS ENTERED THE GROUP CHAT

In my internet perusing this week I came across something wild in the CPG space: Cup of Noodles' new S'mores Flavor.

@snachwithzach

We’re trying out the new s’mores ramen from Cup Noodles. This is the fourth flavor they’ve made, following pumpkin spice, breakfast, and e... See more

This isn’t their first bizarre flavor—remember Pumpkin Spice, Breakfast, and Everything Bagel ramen? They’re thriving on these unusual flavors.

It’s a move…and a move that taps into a broader trend in consumer motivation where “weird” and unconventional food flavors capture significant social media attention. Platforms like Instagram, TikTok, and YouTube have popularized quirky and bizarre food combinations, influencing masses and driving consumer packaged goods brands to develop unique flavor profiles.

And even if you think that it is gross, people are going to talk about it, people are going to buy it. THEY WANT TO BE A PART OF WHAT YOU ARE SELLING SO THEY CAN TALK ABOUT IT TOO.

Let’s breakdown WHY weird works👇

🤩 Novelty and Curiosity: Consumers are inherently curious and drawn to new experiences. Unusual food combinations, like S'mores Ramen, trigger a sense of curiosity, making people want to try them just for the experience.

📲 Social Media Buzz: Unique and unconventional products are highly shareable on social media. They create a buzz, leading to viral marketing as consumers post their reactions and reviews online.

Exhibit A above + there’s a WHOLE slew of tiktoks of people trying this and jumping on the train.

🤫 Scarcity and Exclusivity: Limited edition and rarity create a sense of urgency. Consumers fear missing out (the good ol FOMO), which can drive quick purchases and stockpiling behaviors.

💖 Emotional Connection: Nostalgic and novelty evoke emotions and memories, enhancing the consumer's connection to the brand. In the case of S'mores Ramen, it connects to summer campfire experiences and memories.

Thus, capitalizing on a seasonal moment…SUMMER BABAYYYY

Viral marketing comes in many different forms, whether through aesthetically pleasing campaigns or seizing a viral moment with a quirky, unconventional product like a bizarre noodle flavor. Cup of Noodles’ introduction of an LTO like the S'mores Ramen is a prime example of how tapping into consumer behavior insights and social media trends can rejuvenate a classic product, making it relevant and exciting for both old and new customers alike.

Now, how can we apply this to your brand’s success?

1. Exclusive Launches: Announce and drop unique products with your most loyal customers first to create exclusivity and brand loyalty.

2. Innovative Ideas: Continuously introduce fresh products to keep consumers engaged and loyal.

3. Encourage Experimentation: Promote consumer adventures in eating habits or utilizing your products to make consumers open to that ‘new new’.

4. Elevate Brand Perception: Play into trends to be seen as innovative and attract diverse customers.

And that’s that on the ‘weird’ Smores’ Ramen influencing and teaching us a thing or two. Remember, people do what people like them—and people they like—do. What they see others doing can be influential. 🙂 

Happy slurping! 🍜🔥
- Jess

P.S…I will be in NYC this week to speak at Grow with my good friend Cate Marques, CXO at Terra Kaffe. We are chatting all things ‘Omnichannel CX and retention through non traditional channels’. If you are there, come say hi!

I will also be hanging at The Lead Summit, hanging at the Kustomer booth with the world’s greatest Marketing Manager, Alexandra Hollon. She planned the SICKEST booth, come stop by and get tattooed.

UPCOMING IRL EVENTS

1. Join some commerce homies and I for coffee and bagels before GROW!

   TUESDAY, JULY 9 IN NYC // COFFEE MEET UP
   Time: 8:30AM-9:30AM EST
   Location: NYC
   RSVP HERE
   

2. Nik Sharma and I are hosting a fun af morning on July 10th. 
   Come spin with us and afterwards get a hair blowout before heading to The Lead Summit!
   

   WEDNESDAY, JULY 10 IN NYC // SOULCYCLE & HAIR BLOWOUTS
   Hosted by Nik Sharma and ME!
   
   Soulcycle Sign Up
   Time: 7:00AM-7:45AM ET
   Location: NYC
   RSVP HERE
   
   HAIR BLOWOUTS, COFFEE & COMMERCE
   Time: 8:00AM-11:00AM ET
   Location: NYC
   RSVP HERE

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

leilahormozi

View more on Instagram

THIS WEEK’S DOPE JOBS

Lemme help you get a new jobby job ;)

Dose is hiring for a Head of Retention in Miami.

Loyalty marketing is having a moment and Madewell is hiring for a Loyalty Marketing Manager at their NYC HQ.

Mark Anthony Group, the homies behind Mike’s Hard Lemonade and White Claw, are hiring for a Sr. Manager, Shopper Marketing in Chicago.

Quince is looking for a Director, Customer Experience and a Growth Manager, Paid Social + A TON of other roles.

Good luck to all! ILY

👐 BONUS CONTENT 👐

Laura and I’s After Hours LIVE episode on Youtube.
Save the date for July 22nd, we got another one coming REAL soon 👀
Follow OLC on LI to know about the drop! 
👇👇👇👇👇

A Special Subsummit recorded epi of The Juice with Jess Podcast with Logan Dunn, Head of E-Commerce at Wyze Labs and I!
👇👇👇👇👇

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