Creator Packaged Goods: with Andrea Hernández

0:00Question Andrea, do you have things you want to promote like that you're doing in New York this week? I mean, we have our event, but it's already sold out. Oh, come on. I got tickets. Thank you, Kevin. When is it? It's literally tomorrow. It's tomorrow. Shit, I'm going to a Broadway show tomorrow. What time is it? And where is it? It's from 8 to 10. It's at Pop-Up Grocer. I miss a Pop-Up Grocer. The most awaited collaboration of 2020. God damn. I always miss your events. I legitimately, like consistently. Actually, no, I went to the one at Pearl Fisher. But that was like our birthday celebration.

0:33but this one is like this is like a spoof of sommelier called like culture so it's like literally come and get your certification as an official snack sommelier and we're gonna have like like wines paired to like and i'm like crossing my fingers that these monocles that i ordered actually make it so it's gonna be like monocles and like these like white gloves that butlers use and i bought myself a top hat and i hope it really makes it because i'm super excited to be like living my best Monopoly man dreams. Yo, you always have such in-depth concepts, elaborate schemes for your events. You're like, well, we're going to do a seance and we're all going to pray to bring back purple ketchup.

1:15It's like... People are still wanting to do that again. And I'm like, I honestly think we invoked something. So I don't want to... Yeah, one time only. Yeah, you don't want to mistakenly get a demon on you. Wait, speaking of that, there's this podcast that I love about like supernatural stuff and they had this episode last week about people watching goop oh yeah and accidentally like good fucking podcast i love that podcast yeah that's kind of yeah i love that's like his favorite show it was so funny because like i'm like that's my my kind of content like invoking a demon by doing like watching goop yeah yeah invoke the demon of ronald mcdonald

1:58three two one what's up buddy what's up dude what'd you do you just have to look away no i just had to clear my throat oh okay i'm trying not to do it in the mic you're ready to rock yeah you have an off-brand center merchandise uh on today i like that yeah chill that's just a that's a sample that doesn't say anything but chill i mean it's a cool penguin on the back. I also like this hat. What hat is this? It's some Hawaiian League whales team. I don't know. Found it online. Kevin's on a fucking hat heater. He just buys a hat every day. Not every day. He's now collecting. I've slowed down. My bank account told me to slow my roll.

2:34Well, Kevin, I want to talk about your hats and your shirts and everything else, but we have a very, very, very special guest today. Maybe our favorite guest. I don't know if I could say that without offending all the other guests. But this is her third time on the pod. to repeat. It is the Oracle of food and beverage, the cult leader of the Snackspers, your favorite snack writer's favorite snack writer, the one and only snacks insider, it's Andrea Hernandez. Welcome back. Oh my God, I'm so excited to be here. Long time no see. You look amazing. Thank you. Yeah, you look like you're ready to drop bombs.

3:12She went Hollywood. She's so Hollywood. Yeah, that's why we're wearing our sunglasses inside. It's mostly because So, Andrea is so Hollywood. What brings you to New York? Well, I'm actually here for an event with Pop-Up Grocer. That's actually tomorrow. But I'm actually also doing a guest lecture at Cornell. Whoa. Oh, shit. Yeah. Teaching the kids about snacks. Actually teaching the food scientists at the food science. Whoa. About snacks. I know, right? They got a ball and ass food science school up there. I know. It's so funny. That's big time. The fact that these like scientists like love Snackshot and I can just imagine them like looking through the memes and just being like, I don't know what the fuck this is.

3:56No offense, but could you ask them to, you know, maybe get these snacks that taste a little better? Yeah, well, that's literally what we're going to be like. They're going to give me a whole tour about like how they like do the tastings and stuff like all that sensorial stuff that they do. And it's so funny because it's like so scientific and they actually showed it to me like on Zoom when we were like going over on a Zoom call. But I just find it so funny that these like PhD candidates like are obsessed with Snackshot and they think that I can actually teach them something. Well, you can. I mean, I'm going to say you always talk about how snacks are a signal.

4:29I'm going to tell you that Snackshot as a signal because you've been on our podcast now for like two years. We were up on it first and now you're doing Cornell lectures. Oh, shit. Like Kim Kardashian. next time she's going to come in and just like a gold robe and like just like nothing but like gucci it's only a matter of time until you're speaking at harvard business school yeah yeah and we're gonna be like oh we gotta talk to andrea's assistant's assistant try to get her back yeah you better not big time us well it's so funny because like since the last time i was here like i've actually expanded i actually have one one intern now oh let's go let's go team is doubled in size but it's so funny because like now people circumvent me when i like don't like have a response for them or like like they're trying to like get me to try their samples whatever and it's like they've discovered her and like they go and like she has to like talk to me and be like oh i got this and i'm like oh god they're circumventing me and going straight to the intern trying to get in that way oh man that's great though that's what that's that's what people do to me yeah that's what they do to kevin and to pete here they're like oh i don't want to go to alex he'll say no but if i go to other people they'll say yes but no that's amazing and congrats i know you've always talked about sort of building a team and building out snacks verse and building out all these you know kind of amazing amazing amazing things you're working on you work non-stop i feel like you travel all around the globe all the time and uh yeah you're absolutely doing it and i'm sure this is you know only going to continue um and also i would say you know you know you've made it when you have a big time knockoff, which is something that you have here.

6:04How mad are you at the Snacks Insider account on Twitter that appears to be doing their best, their worst, their worst imitation of Snackshot? Putting out the hottest pile of dog shit for content. People are like, ooh, the greatest form of flattery. It's like, oh my God, shut the fuck up. like the greatest form of flattery to me is like monetizing money yeah pay me yeah well what's kind of like upsetting with this like they were called mondelese insider and they recently like changed it to snack insider which is like literally s-n-a-x with an x yeah i think that's the part that like is the most frustrating or crazy to me to me it's just been very frustrating because obviously there's like a bunch of people mondelese subscribe to snack shot um and then also i've had conversations with various people from their team, particularly from their marketing team.

6:59So it just feels kind of like a big, you know, like. Fuck you. Yeah. I'm like, you could have really worked with us like in a better way. And so like, you know, I just hope that they just like, you know, implode with the cringe content. I mean, they're doing a really good job on that. Did you hear that some Sour Patch Kids have been spotted together? Or some fucking wheat triscuits are doing some bullshit? Yeah. For those that don't know, Mondelez is a mega corporation who owns Oreo, Ritz, Philadelphia Cream Cheese, Sour Patch Kids, Tate's. And to be very clear, they're a really great company, and we would love to work with them if they are listening.

7:38So Kevin, cut all that stuff. You got to pay Andrea first. But no, they created a Twitter account called Snacks Insider, S-N-A-X Insider, which couldn't be more like Snackshot if you tried. And they're posting basically like press releases from their own PR company and PR team about their own brands, which is like sort of feels like it's like fake gossip girl thing. It's just like it's everything that you do, but generally like the sort of. On a much lower quality. The bizarro version. And it's like, yeah, it's an insider because you're inside of the company. We see what you're doing. Yeah. That's also you don't get paid from the brands that you promote.

8:19Exactly. And that's the whole point is like you're there because you're a fan and because you love the culture of it all. And it's not because you're an insider in a company. Yeah, it's definitely something that I was just like, wow. Well, to me, it was just also kind of like, wow, that's literally me disrupting a fucking industry. Like the way that, you know, they go about like even doing their own press releases. But, you know, it's just super cringe. you know F you to the Mondelez marketing team for you know really doing that and going there. Andre's words do not reflect center design studio LLC because I believe that imitation is the sincerest form of flattery that's what I say.

9:01Okay this is where we cut and I stand up and I leave. Well Oscar Wilde famously said that and he's an idiot. We all know that he's a fucking moron. Who the fuck is Oscar Wilde? What has he ever done And also - Can you write that book, Into the Wild? I looked it up. He died in 1900. So the dude's been dead for so many fucking years. He doesn't know anything about intellectual property or sort of registration or sort of copyright, all these things that have advanced - He never had a meme literally stolen from him. He doesn't even know what memes are, Oscar Wilde. The silver lining here is their content is horrible.

9:37And it's like in no, it's not even in the same atmosphere as what you do. As the great philosopher Kim Kardashian, one said they can steal your recipe but the sauce won't taste the same that's what they're not even doing the same recipe i mean they're trying but they're not doing it but um yeah moving on uh uh have we had peak beverage yet andre we hit peak beverage uh like three years ago like literally snack shots started to you mean you mean three weeks ago because the bon appetit our article just came out then don't worry they're gonna come out with another one in about Six months, six years.

10:13We're so close, but we haven't hit peak. We're right on our way. I don't know. The moment I saw Palo Santo being literally as an RTD, like Palo Santo water, I'm like, we may be getting there. No. We're getting so much. So close. What are the neurological benefits of Palo Santo? Oh, my God. It's so funny because you literally look it up and it's brewed and using, I don't know what type of pink quartz crystal like you know meditating on the number seven like it's stupid like but but that's literally that their description of functionality there's there's also like um this brand called days that says they uh their functionality is um spiritual uplift oh hell yeah i actually asked the rabbi about that i'm like you know is this something that spiritual leaders should be concerned that beverages are now doing yeah palo santo welcomes Palo Santo water.

11:06Peace, luck, health, harmony, and positivity. I think we all could use some of that a lot. That sounds really good to me. I'd like to monetize those things. The packaging is also incredible. Palo Santo, yeah. Do you think it tastes like incense? It better. But that's what I'm saying. What does that even taste like? Like burnt water? Santa Barbara, like a hippie store. Wellness. It tastes like wellness. Yeah. So I would say we're close, very close. Very close. What happens when we go over people? what are the repercussions i think you can start to see the counter movement already where uh you know it's like a reject modernity embrace tradition we're gonna go back to the surge water yeah like the sink that's what we do we go back to go back to like the hubba bubba rtds like really shitty i think we're going we're closely approaching that kind of reversal of the last awesome 30 years yeah i'm actually rooting for it to be honest yeah that was something that we were just talking about before uh we were recording like you were talking about sort of how gen alpha is starting to reject technology a bit they're starting to reject a lot of the things that the the millennials like us and the very cool gen zers like heaven i'm not gen z like talk to us a little bit about like trends that you see in sort of the like gen alpha counterculture you told me they're getting flip phones so i guess like the zalfas which are like the zalfas the zalfas are like the youngest gen z eldest alphas which are turning 15 so like this generation is turning 15 the alpha ones are turning 15 in two years so like we were talking about like actual teenagers now right so it's these kids in high school rejecting the use of technologies it's called like the luddite teen movement and luddite was a movement that was like anti-tech i think in like the 1900s or like 1300s I don't know some some old ass time but it's so funny to see them just like be like oh you know anti-smartphones um anti like the iPhone and so like they go and like have like these like disposable cameras and like literally like rejection of all the things that we we came up with like as millennials and we made like a thing and then also the rejection of that the goopified like better for you everything movement that i think starts with gen with gen z and and now it's like you know like when you interview like kids like i've seen these reports where they're like oh what's your favorite snack like these gen alpha kids are like oh it's goldfish like it's not like better for you allergen like allergen free it's none of these like healthy snacks it's literally just like what a 90s kid was you're telling me they don't want annie's bunnies you know it's so funny to see that that speaking of mongolese like those are the types of brands that they're um you know the the legacy of lunchables is well alive with gen alpha and that's a pretty big feat you know 30 years being like a staple and you saw that lunchables is actually going to become like the standard like meal in the u.s like schools no way that's probably an improvement over what they're eating at school oh those chicken patties and like those lunch things like lunchables can't pull a candle to those like just a little ritz it's the same thing i think you taught me this was like uh lunchables were for leftovers right yeah it was like sort of it was a marketing like they literally went into like how do you market this scrap as food and obviously they make ritz right or that's the part there's a partnership with grits i don't know i don't know but they have like the cracker and stuff but yeah it did start off as like how do we make how do we turn these scraps into like a product itself so so it's perfect for lunch that's how good things come that's like hot dogs and yeah baloney true yeah mortadella people love mortadella that's true so yeah any other emerging trends that we should be on the lookout for as uh as branding uh experts and oracles ourselves yeah i think we're gonna go through them um you know oh we're going through them oh on the show yeah no i mean i think it's cool that kids are sort of being a little bit anti-technology because i do think technology is has taken over our lives and i do think that yeah it was only a matter of time before these kids were like fuck this shit i'm not trying to be tracked all the time by the chinese government i'm just trying to like uh stretch scratch that from the record i'm like you know i and try to live in a sort of a cabin in the woods and um be one with nature yeah they'll have an iphone at home to record their their tiktoks and yeah yeah that's so funny because i feel like denzy also has that like uh duality where it's like you're killing the environment greta thunberg whatever and then they'll be like you know posting about their shine or shane or whatever it's called like it was like really bad like their halls yeah um and it's so funny because like i just i love gen z but it's so funny how they mock millennial so much but like i don't remember growing up making stupid ass dances is like fuck fuck those yeah back in my day we did the macarena yeah wait i'm not that old okay i'm just saying like i it's so funny like they find us so cringe but then i'm we're starting to see like gen alpha even mock the gen z like tiktoker like making stupid dances that's the thing about life is that it always comes around and it comes at you fast and i do you know listen these gen z kids that make fun of us millennials i just cannot wait for these gen alpha kids to come in and make fun of them for all the stupid shit that they do their fucking feelings and the therapization of life and they're like i want to set boundaries and like all this shit when they just start making fun of you guys uh for being losers what are they going to call the next generation because uh the millennials are already yeah beta generation i don't know i was making a joke like you have like two years to have a kid before the beta generation comes wrong because like if it's the alpha it's like you don't want your kid to be a beta you're literally like priming them up for like i don't know i think it'll be an over correction and there'll be like a lot of giga chads in the band generation that's my that's my shot i'm calling yeah yeah they're just gonna be like robots they come out like it'll be all roided up yeah super jacked yeah just like they all have the technology embedded in their brains um yeah well i mean it is interesting because i do think technology has gotten to this place where like it is really starting to fuck with our brains a little bit and i think that's maybe a good segue into the first topic which is jaquemus Jaquemus is back, Kevin.

17:26Shout out Jaquemus. Jaquemus, our favorite fashion brand. They captivated the fashion world this week with a gag-worthy stunt. I don't know who wrote this description, but basically on the streets of Paris, there was a sort of an army of motorized bags, sort of their iconic little handbags that looked like cars. And they were sort of driving up and down the block in Paris. and the visuals, they looked fucking super realistic. But later it was unfortunately confirmed that the massive bags were actually three-dimensional renderings and it was all fake. I'm gonna be completely honest, hand up here.

18:01I absolutely thought these were real. I completely was fooled. And I think this is bad because people are dumb and they should be able to tell that like there were no windows on these bags and that there were no other videos from the street or that anyone else had seen these bags except for this one video from this one angle. But neither of those thoughts ever actually fucking crossed my mind. And so I just assumed what I saw was real. I love to do like little, oh wait, before I share something, am I going to look ridiculous because it's fake, right? So I immediately like went to look for like UGC, so user generator content.

18:35And I didn't see anything. And so I was like, this is 100 % like a stunt, like a fake stunt thing. okay um and i highly recommend to like taking the image like for like you know whenever you want to make sure that something's like legit just like grab the image then put it on google images and see what what comes back you know to see like whether it's because for like the ai ones like if you don't get anything in the beginning when it starts to go viral like you won't see anything like pick up sure so you know it's like oh yeah it's one of those like ai generated ones and if you see like just the same image again you don't find any other pictures of angles like you you you have to at that point just like come on like use your common sense but those are the type of things like i've learned from like you know i have that fear of like being like the misinformation person like i just feel like like i'm uh think before you post um you're asking for a lot, honestly.

19:34I couldn't disagree more. I'm the misinformation king. But also, you are a news source. Yeah. For you, you're like, okay, I have to make sure that what I'm putting out into the world, I have to do a little bit of research because you have integrity. I think the average person, not to say, not to use Kevin as an example here. Yeah, my ass is missing information all the time. The average person isn't going to do that kind of research and maybe they should and I agree with you. this is a good idea to sort of do reverse image searches or to sort of look at other angles. But they aren't going to do that.

20:07People are just going to see something and be like, this is sick. Repost. Yeah. We should call you misinformation. That would be my drag name, misinformation. That's so funny. Fuck yeah. That's good, Kevin. Yeah. I mean, it's so funny because I feel like we're so primed. And I mean, I did study communications. Like I know like how these mediums and this is, by the way, the more, you know, you know, like I love that little rainbow. It's like the more, you know, like that's literally why they created the 24 hour like new cycle. That was actually something that started in the 80s. And it was how do you keep people kind of like engaged or hooked onto like the medium itself?

20:47And that's why 24 hour new cycles were literally invented to just sell more advertising. And then obviously like social media is news, news feed and stuff is also primed to kind of keep you on like that doom scrolling kind of mentality. So it's really like, I think obviously like as a person who has kind of that knowledge of how like platforms themselves like work, I am able to kind of just be like, I like to say like the law of minimal attention, like what's on your control and what's not. so like i've learned to like not fall for the triggers of you know and like have that like pause and i think a lot of people obviously because of what these platforms do it's like you're primed to like immediately react share like like do it for the cloud send it to my friend yeah yeah yeah and i don't know i just feel like i that's going back to the ludic movement for gen alpha i think that that they've realized like oh it's all like we're fucking mice you know on like that like hamster wheel and like these kids are like what kind of life is that like just literally living for the algorithm we are the product yeah yeah like the rejection of the algorithm at the same time that like we are embracing like ai generated shit like the jock and moose thing like i just feel like it's very it's a very interesting juxtaposition of like you know um and one of the things that i had talked to kevin about is also like why we're so obsessed with nostalgia like the ai futurism and then like the obsession with nostalgia but it's like a form of escapism from like how shitty of a present we have sure if you think about it but no that shit rules i love instagram yeah what about that pope though he looks sick like if that would have been real like come on but i knew that one was fake i knew i could tell from the shiny skin his fit went way too hard for that to be my favorite like tweet was like what all the Brooklyn boys think, like, want to be like.

22:45I was like, that's so accurate. Hell yeah. Absolutely. I mean, you're kind of looking, you kind of look like a dark, dark pope right now. You're an angry pope right now. You got the black puffer on. This is my villain look, I guess. If I was like a villainous pope, this would be like my fit. No, but I feel like it's, to me that's like the little, like, disappointing of it. It's like, it's not real. So then it's like, eh, yeah, it's cool, but it's like, it's not fucking real. It's like, I don't know. But we've hit that tipping point where it is tough to tell, And I do think it's interesting that brands are going to be able to make content that tricks people and purposely does, you know, and sort of makes people question what's real and what's not.

23:21And I do think with AI getting as advanced as it is, I think it's going to be a really interesting time for marketing and for brands and for all this stuff. And I don't know exactly how it's going to be regulated. I don't know exactly how we're going to be able to really tell because, you know, that Pope image, you're like, oh, the skin is just a little too shiny. And it's like, but like those things will be fixed by Friday. I want to believe. That's such easy stuff for them to sort of get closer and more realistic. Yeah. I mean, this is still like, you know, iteration 1.5. Yeah, exactly. So I feel like we're just getting so much closer to that fact where like, I don't know if you've seen, I'm sure you have like those TikTok trends where it's like Kanye singing other people's songs and it just sounds exactly like his voice and they're just mimicking his voice using AI.

24:06Yeah. I actually know the guy who made that like, and that's gone viral. he started it with like a drake thing and now he's like using it for a different um his name is near and he now it's like different um like musicians and stuff and yeah i think there was a whole post in the new yorker about that like thing that he built where it's like you know what is like legal in terms of like what you know what capabilities of ai and music um right because that's my voice right and i think if someone starts making content or starts making videos or even selling things with my voice. Like, what are the copyrights?

24:43Do not put our voices into AI. Yeah, do not do that. Do not make an AI version. I do not consent. That would not be cool. That would suck so bad. Do not take our voices and turn them into songs that sound anything like rap songs. No, but I mean, we've got enough content out there where somebody could just plug all our shit in. True, yeah. They'd be able to make us say anything. Yeah, they could do that, but please do not. I think that there are presidents being set so like um oh my god like it's like the nft craze last year where everything was like a fucking nft but um hermes actually won the lawsuit that they did against this thing called meta birkins and like yes they tried to like argue like well it's not like a like it's a digital thing whatever and like they were like trying to argue that you know they were allowed to do that or something like that and then um they won hermes won and was like no like you can't do that yeah these are our bags even if it's like a digital fucking like collectible like whatever and so and they're making money off of them they're selling them yeah digital world that doesn't mean we should have asked our lawyer about that one yeah we should have but like i feel like it's it's those are the kinds of things that at least fashion brands like all these people that have just like this huge ip you know like i guess like artists and stuff like you're gonna start to see more of these presidents being set because, you know, it is your IP.

26:04Yeah, and I think that's where things get really interesting. Dude, fuck Jerry. Didn't you see that? Like a meme that they're like, they're suing. What has he done? Fuck Jerry's. Nothing everything and it's wrong in my mind. No, but fuck Jerry's actually suing all these like different like brands that have like copied their meme templates. That's actually very interesting. Did you guys see that? Wow, I have not seen that. They copied the memes that they stole from other people? Yeah, how did they fucking do that? A meme a meme templates so like they're basically arguing like they they have like these memes are basically like templates and so like they're like ip and um they're like yeah all these like brands have been like ripping off like our meme templates that's ridiculous well hopefully they can bring those meme templates back for fire festival too fucking billy mcfarland announced this oh that was a great segue yeah yeah yeah yeah uh our boy billy's back billy's out of jail and he announced on Twitter that it's going to be making Fyre Festival 2 is in the works and it's really happening.

27:05And he said something like, tell me why you should be invited, which is like such a call for engagement. Andrea, why should you be invited to Fyre Festival 2? Honestly, I'd be definitely bringing in worst. I'd literally curate the worst snack brands possible. Snacks, sommelier, but the opposite. But the opposite, just do one-off like the little bread with the lettuce that they had last year. You could add a lot of value to the Fyre Festival too. You can make sure people aren't eating cheese. Snacks 10, you know, Snacks activation. Everything that the Snack Insider recommends, I'd bring. Yeah, Sour Patch Kits, Triscuits, Tate's Cookies, you know, vibes.

27:50I mean, honestly, I knew that Billy was going to get out of jail and he was just going to get right back on his bullshit and I just fucking salute that man. I mean, it took him a couple weeks. I mean, look at Anna Delvey. She's making a whole reality show. Yeah, which is sad to say, but Infamy is the new hot trend. So I think what we should actually be doing, Andre, is trying to figure out a way that we can start conning and scamming people. She's in the villain mode. Yeah, villain mode. I'm in my villain era. I'm literally going to be like, at this point, don't fuck with me. That's right. Did you see that Billy McFarlane on Twitter?

28:26he said like i'm looking for a deck like i need help with the designer that shit like i love that so much i just feel like new client alert yeah oh my god that would be like conic i thought about it because i i will i'm one to maybe sometimes do things for the story of it yeah why not i mean listen why not the mystification of of an agency that would be so fucking funny i just want to see i just want to be in a meeting with billy and i just want to be like hey i got these ideas you should make one we can we can get an hour for what like 2k i'm trying to get him on the pod i feel like that would be uh a huge huge huge get um i just again i think he's uh i think he knows what he's doing i think he's very smart he's a complete maybe a complete con artist and a scam connor con artists are gonna you know yeah that's gonna con but i think i'll be watching this closely i think if he could turn fire festival into a very legitimate brand and a very legitimate concert experience festival they just have to partner with liquid death you know like that way like that's social water nobody nobody would have to like give fellatio in exchange for water like they did yeah he's good yeah whatever it takes what's that guy's name andy king and shout out to fucking andy king what an absolute legend yeah we just need pablo escobar's former villa um and uh private island the bahamas kendall janner emmy radikowski fucking Bella Hadid Firefest 2 on Jeffrey Epstein's island.

29:54Let's make it happen. Yeah. I mean it's all gonna be sponsored by Liquid Death. Yeah. It's all turning up Billy. People would be going crazy if that was the case. Seriously though. If it was sponsored by Liquid Death I'm pretty sure that that's all it needs to happen. Yeah. Fraud fest. I mean if you made a lean into it and lean into the meme-iness of what happened and what's gonna be. I think it would sell. So I'm interested. I think people would do it for the merch, right? Or they show up, they're looking for a Five Festival shirt. And I think there's a way to do this. And I think we'll see if he does it right.

30:28I feel like if you were to make a fest where it's like you just go and you have that little scan thingy and you scan things, but you don't get anything in return. And you're literally the experience of getting scammed. I think that's a very 2023 thing. It's like, yeah, I just paid to have the experience of being scammed. Maybe it just shouldn't be on an island. Maybe the logistics might work out a little bit better if it's like - Yeah, don't have it on a fucking private island. Yeah, maybe if it's at Randall's Island. That's good. Yeah, yeah, yeah. Yeah, an island that literally you can get to from an Uber.

30:58A private island for the day. No, I think you're right. I think some of the logistics, again, Fire Festival was so close to being great. Billy, reach out. Let's make a sound. Billy, yeah, we got ideas. Okay, moving on. Fanta. This story comes with the Dye Line. to dial in the best stories in packaging news and all those other things that you love. Fanta's back. They unveiled a brand new sort of global rebrand designed by Jones-Ritchie. And yeah, it's got a fucking huge army of creatives. JKR, as I said, on packaging imagery, Brazilian artist Lucas Wakamatsu on illustrations, motion identity from Gretel, Colophon on typography, Tim Marcella on the photography, and Martin Wanakok on the product photography.

31:42that is a whole ton of people but ultimately i think they've created a really nice rebrand for it has a uh really exciting color palette it's bold it's fun it's graphic and it's gen z adorkable yeah they literally like that's so funny because like that's the aesthetic they went for like similar to what starry not like yeah yeah they're just trying to you know appeal to the youth gen z loves soda too yeah yeah that's true that's true i actually really like the packaging i think they did a really nice job i i think it's it's clean minimal and also feels fun and bold um because i remember back uh there was a global identity for fonta that was done a couple years ago by an agency called koto and it sort of looked somewhat like this and it was sort of had this like cut out feeling but in america they had a different fonta brand and so this was sort of like the global brand and the american brand weren't exactly the same and so what they've done here is they've taken kind of the global brand and they've taken some of the pieces of the american brand and sort of created a new sort of global identity for uh the brand for everywhere i'm gonna be honest i never really drank a ton of fanta that wasn't really my brand of choice in latin america is like legit like that's right i feel like all the sodas in latin america just tend to hit better just because like they don't have like disgusting probably have like real sugar yeah 100 because like i really like the orange vanta i don't drink it anymore but like i remember as a kid like it was like top tier yeah somebody on brand new put a um usa orange and a global orange and the usa orange was like bright bright orange it was like neon it's radioactive where the global orange looked maybe a little bit more like an orange juice yeah no but um i think it's so funny because like all these why is everybody it's like they're all going through the knife right under the knife so like all these like legacy brands are getting like these like botox filler here like you know i lift like they're literally getting the buccal fat removed yeah yeah exactly and i think it's all very much because like our generation made food and beverage like an external signaler in the same way as fashion items i've actually written about this very extensively um in like for example like in in south korea i love this trend of guys like girls and guys like just like like going out with a cereal box as an accessory and i actually saw that yesterday with uh someone with like something like joey joe's or something like that this like cereal but it looked really cool and i was like wow that's the first time i see that do you think they were signaling or do you think they just didn't want to pay the five cents for a bag no because they were carrying a bag but they were like holding the the cereal box here so it's kind of like i don't know it looks did have cereal on it yeah i was like you could tell it's like an unopened box of cereal and that's like how like in south korea they'll do it with like a kellogg's like an average fucking cereal but it's like this like big box i don't know it just what would you walk around with a hundred percent like if off limits did like a bigger wine i love their boxes um i'd walk around with that um we're more magic spoon company around here that's a fucking magic spoon i'm i'm taking uh cap and crunch i stay with the cat mommy cap and crunch speaking of that they need kind of like a facelift you know brands that need color at us we're ready they do not they do not do not touch cat we do skin tightening we do brow lifts we do uh yeah uh full fat whatever that hands off my cat yeah yeah yeah yeah wait but we sell those epic we do it all around here going back to fanta though i well yeah going back to that i feel like you know it used to not be a thing where you would be posting a picture of like your soda like as like a way of like signaling and it's like funny because like beverage itself has become a thing that people want to post about that identify like there's the beverage girlies there's the beverage goblins you know yeah that's awesome i don't know if you guys have seen the beverage goblin me no what do they do um it's like it's a song that's like beverage goblins need at least three drinks one to keep like it's like a song but it's become like an actual like got it so just like if you just like google or like just like look on instagram or tiktok beverage goblin like you'll see everybody like using that little song and it's like goblin mode yeah the energy the water and like the fun beverage and the concept of fun beverage like in that i feel like they're starting to pick up like oh you know like the actual can as a signaler actually matters which is for every agency it's like their dream come true it's like oh yeah i get to this is great yeah yeah we've been talking about this for years and i can see y 'all like salivating on like all the potential pitches look at all of our brands our brands are signals and i think it's because people are brands and they want to be seen with things that make them look cooler and it's just like to a certain extent like wearing like you said like growing up like wearing cool clothes wearing cool logos on your shirt wearing cool like jackets or hats or things like that it's like you show up to someone's house or you're online with a beverage with a box of cereal whatever it is it says something about you and it's part of a lifestyle and it's part of an identity.

36:46It's like Andy Warhol's dream come true of making like a Campbell soup like a thing. Also because it's like, it's very affordable. Like we said, like the richest person in the world drinks Coke and the soda is the poorest. And I think it's like, you can have something that's not like an Ame Leandor fucking New Balance sneaker for$400. You can go to your local Target or Walmart and buy a can of United Sodas of America, the best soda in the world. And you could be, you know. You know, Penelope. You could be part of the cool kid gang that drinks soda. Penelope Kardashian posted about it once on TikTok.

37:18She did. That's my girl. So that's what I'm saying. Like, you know, it is. Yeah. It is kind of like, you know, a signaler for these like new generations. And I think that's what's so exciting about what we do is trying to create these brands that are more than just products. And I think that's what, you know, that's the power of branding in general. But I think the fact that the snacks world with an X owned by Andrea is thriving. Like literally you go across the street here to, you know, sort of big night and you see just like the world of Snackshot in real life. I do feel like you've been a huge part of sort of bringing all of that to our attention and being like, these are the new brands.

37:56We called it in 2020. Exactly. We said it. Snack as a signal or curation as a service. Sass is the new Sass. I've been saying it. Sass is the new Sass. I don't get the credit for it. You should call it Sass is the new ass. I've been saying curation is a service because I think you just, you see that in my brain. And it's true because you could go to a regular supermarket. There's a million brands and you're trying to find the five that, you know, sort of identify with you or you can go to pop up grocer, a plug for, you know, sort of Emily. Right. And, and, and the event tomorrow that I will not be at, unfortunately, but my invite must've got lost in the mail.

38:31Those stores do the work for you. You just walk inside. You're like, I want everything. similar to a fashion store like the kith or like i call it pantry kits yeah like literally these are like where you want to have like these like even the placement of it like your regular grocery store is like all these like items shoved next to each other and then like in pop-up grocery you see it's like all like you know there's space in between it makes you feel like you're in a department store and like it's an experiential type of experiential grocer um and actually wrote about this trend that's not just in the u.s uh you know the pantry kits exist like in london in australia like you see them popping up mexico city etc it's like literally everywhere and it's in it's also like stemming from that like um two things two things right like legacy like like traditional grocers operate on like legacy can have the most and the best spaces because they can pay for it right it's like really like a pay-to-play kind of thing and so like they have the best real estate and the way that grocery stores are designed are trying to trick you like the most essential things are in the back of it so like everything that has been like everything has been planned on like what they want you to grab like before you enter the store and then with these like curated crosters there's like a lot more of like the experience of discovery at a time where there's so much influx of products right like go to like did you not see my meme where it's like capitalism breeds innovation yeah it's like a shit time people are sending that to me and i was like i i know i know i know andrea i know i know i know sack shot i'm i'm certainly following it uh yeah he's he's alex certified alex and kevin have been og snack boys thank you you know yeah for a long before it was cool thank you yeah and and because we do love snacks in the same you know sort of way and it's like i don't just start studying you know we'd be eating yeah we'd be eating and also just like you know i love those images when you show like the erwan beverage aisle and in my brain i'm like how many of those are our brands you know i can tell like surely not enough yeah not no way you need more yeah but but yeah it's like it's so funny because like um even erowan beverage aisles like have become saturated and like these like tiny curated grocers offer that like better like more pristine more again department store type of elevation of uh the the grocery experience but it's so funny because like if you think erwan's expensive go to juice store grocer in LA like that shit's like it that really feels like you just entered like you know Gwyneth Paltrow's like they put the pantry they put the pantries on a pedestal yeah and I joke like you know pantry items want to be seen but it's really like it is kind of like a generational thing so like I remember when I was writing about this like looking into like the data like Pinterest put out there like oh you know like all these people are looking for like makeovers in their kitchen and what are they making the most it's like their pantries and their shelves and they're like opting for open bare shelves and like wait so like why don't you go for cabinets anymore it's because people want to be able to post their pictures and have people see like you know their grossa bottles uh their fermented organic dark horse ketchup you know the woolly mammoth meatball that's what they yeah i don't think you would have that in like a pantry that's in the fridge for sure that's like like like that's like occupying for sure like probably like one quarter of your fridge.

41:50Yeah. So for those that don't know, a mammoth meatball has been created by and cultivated by a meat company. What is the name of the company? I think it's called like VOW. V-O-W. V-O-W. Right. Yeah. I know about the chocolate. An Australian company is taking a different approach to culture meat. The first cultivated meat to be sold in diners will be Japanese quail, which the company expects will be in restaurants in Singapore this year. So fucking dumb. We have a quote. We have a behavior change problem when it comes to meat consumption, said George Papow, CEO of Vow. The goal is to transition a few billion meat eaters away from being conventional animal protein to eating things that can be produced in electrified systems.

42:32I don't know, just eat fucking beans. Yeah, just eat beans or nuts or vegetables or mushrooms. Do we have to make willy mammoth meatballs? Absolutely. Andrea? It's the innovation we were talking about earlier. yeah well i'm so first of all this is not the first time this company triggers me because when i first like uh came across it when i was writing about brave the brave new all world i was like do we really need like fake zebra i mean i'm like i don't get it like this is why nobody takes these companies like seriously as they should because you're out here with like the latest tech like raising millions and you're like you want to draw attention by making like a fucking mammoth meatball like i don't i can't take you seriously i feel like you know and if you look at it like beyond me like all these like they're struggling so hard to get like that mainstream mass market appeal and they're like having to you know do all these like layoffs and god like beyond me like since it ipeoed it went down like 98 of its value because the guy bit that other guy's nose off you know that was so fun dude that was so fucking funny um but this is why you don't hire a tyson employees for your plant-based alternative isn't it tyson he was no no no he he was an ex-Tyson employee but isn't like beyond meat kind of Tyson no because but he left Tyson and went no I know but isn't it like under Tyson I don't know is that true Andre would be the one to know I don't think that no no no they wouldn't be able to like their valuation at that time like they didn't get bought out that's why they IPO so like they're standalone company but that's worth almost nothing now um but they've been they've been struggling for a while but that's why people don't take them seriously like what like that I just feel like it's so stupid like no i don't want your fucking all giraffe meat first of all who the fuck is eating that in the first place like how does that this is not changing the world like like this is why are i i'm like okay this is why sometimes i believe like yeah we should be you know rotting like why would we as a like you like a human race like the fact that we have all this technology and this is what you decide to do that's like it's just really like it's just really triggering to me and that's why like i'll get into conversations with people like on like like all like where i stand with alt meat i'm like yeah we should maybe reduce our consumerism like of like meat whatever but also like you can't expect me to go and talk to people in indigenous communities who use the product like you know they're not wasteful at all and be like like shelling them like eat this lab-based wooly mamas yeah be like get the created in a lab yeah I mean, it's only really supposed to take some of the environmental impact off of factory farming.