Getting Creative with Marketing a Lifestyle — Not the Product
Shopify Masters episode in which the host talks with Alyse Borkan, co-founder of Rocco, a maker of mini drinks fridges designed to be displayed like furniture. Alyse, who also helped market Casper, Billie and Our Place, says Rocco started when her co-founder Sam, who worked in supply chain, learned from fridge factories that wine fridges had seen little innovation. They widened it from a wine fridge to an all in one drinks fridge. She says Rocco sells a lifestyle of hosting, wants to put the living back in the living room, and encourages mini celebrations at home. She says brands should think about how a product fits into someone's life and share a message bigger than the product, and uses Billie's razor ads as an example. Shopify, which produces the show, is the sponsor named in the description. PARTIAL COVERAGE: the captions cover roughly the first 12 minutes of the 32 minute episode, so later topics are not summarized. All claims are Alyse's own and are not independently checked. Nothing here is financial, legal or medical advice.
Executive Summary (TL;DR)
Shopify Masters episode in which the host talks with Alyse Borkan, co-founder of Rocco, a maker of mini drinks fridges designed to be displayed like furniture. Alyse, who also helped market Casper, Billie and Our Place, says Rocco started when her co-founder Sam, who worked in supply chain, learned from fridge factories that wine fridges had seen little innovation. They widened it from a wine fridge to an all in one drinks fridge. She says Rocco sells a lifestyle of hosting, wants to put the living back in the living room, and encourages mini celebrations at home. She says brands should think about how a product fits into someone's life and share a message bigger than the product, and uses Billie's razor ads as an example. Shopify, which produces the show, is the sponsor named in the description. PARTIAL COVERAGE: the captions cover roughly the first 12 minutes of the 32 minute episode, so later topics are not summarized. All claims are Alyse's own and are not independently checked. Nothing here is financial, legal or medical advice.