About this event
How to Fire-Up Cultural Relevance and Sales with NPD Partnerships
Virtual Event | 10am GMT, Wednesday 03rd September | Free Registration
Overview
Not just products, but cultural moments
In today’s culture-driven marketplace, the brands winning attention — and basket spend — are those that launch not just products, but moments. From nostalgia-laced snacks to purpose-led collabs, innovation that hits the cultural sweet spot delivers more than buzz — it builds business.
Featuring:
Brand leaders sharing behind-the-scenes stories of innovation that’s bold, relevant, and results-driven.
Maxime Henain, Global Head of Culture & Partnerships for Absolut Vodka.
Dale Mahoney, former shopper marketing lead for Hasbro, William Grant & Sons, and Johnson & Johnson.
Join us for a high-energy, insight-rich session exploring how new product development (NPD), brand extensions, and unexpected partnerships can ignite cultural relevance and commercial growth.
What to Expect:
What Makes a Product Drop Hot?
Discover the secret sauce behind product launches that become cultural moments, not just SKUs.
Collaboration as Strategy — Not Stunt
Explore how smart partnerships unlock new audiences and real brand value.
Innovation with Intent
Learn how to develop products that meet emotional, social, and functional need states.
Breakthrough Vs Novelty
Brave, buzzworthy ideas are everywhere; but how do you make sure they are built to last?
Timing, Trends & Cultural Cues
Why cultural timing is everything, and how to read the cultural signals for launch.
From Buzz to Basket
How to turn cultural attention into real consumer actions – and commercial return.
Retailer Expectations & the Value Exchange
What’s the ideal value exchange between brands and retailers when launching culturally-charged innovation — and what does success look like from both sides?
Who Should Attend:
Brand marketers, commercial innovation leads, NPD specialists, shopper marketing leads, and culture-first thinkers ready to elevate their product pipeline and connect deeper with consumers.
Don’t miss out on ideas that could transform your next launch.
About Brand Culture
Brand Culture creates culture strategies, partnerships and activations for brand fame and fortune.
Our Relevance Creators have been successfully embedding brands within the expanding cultureverse for over 20 years.
Through working directly with entertainment companies, IP owners, talent and creators, we identify evolving trends and authentic connections others can’t.
It’s this ability to spot moments in culture and amplify with distinctive red-thread activations that truly sets us and our clients apart.
Hosted by
Brand Culture is a culture marketing and partnerships agency that creates culture strategies, partnerships and activations to help brands build fame and fortune.
