San Francisco, Calif.—Hint, the zero-calorie, zero-sweetener beverage brand and IEX, the U.S.-based stock exchange completed an advertising run last week. They both had ads around the Super Bowl, without spending the millions of dollars for a national TV campaign.
“It’s time to show up in places where consumers don’t expect it,” said Kara Goldin, founder and CEO, Hint.
As challenger brands to behemoths like Pepsi, Coca-Cola, Nasdaq and NYSE, Hint and IEX got resourceful while remaining creative. At Adweek’s CMO Summit here last week, we caught up with Goldin and Kate Gunhing, CMO, IEX for their insights on how small brands can go big when it counts.