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Why vegan brands avoid Veganuary
You'd think that January would be the busiest marketing month for vegan, health and alcohol-free food and drinks brands, but no: it's the opposite. The GM UK for Australian-born healthy food and drink platform Soulfresh explains the difference between performance marketing for a big corporation and a small disruptive brand, why she had to take a road trip of billboards in the UK and how to get attention as a challenger brand.
Plus, she answers the unanswered question: do adaptogens (ginseng, CBD, hemp, etc.) actually work? Or is it just a marketing tactic?
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The skinny
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