We Are Alexander

05/22/2026

Helping brands expand beyond their core audience is where strategy meets impact.

For Presidente, colloquially known to Dominicans as "Una Fría" (a Cold One), we supported their multicultural efforts. This campaign was designed to grow brand presence beyond Miami, New York, and Boston by connecting with a broader audience through culturally relevant creative, campaign strategy, and full-service ex*****on.

From concept to rollout, this is the kind of work we love to do. Learn more here:wearealexander.com

05/11/2026

One of the most interesting branding moves this year:
Beyond Meat dropping “Meat” from its name.

The company is rebranding to “Beyond” as it expands into protein drinks, bars, and other wellness-focused products. For years, the brand was tied to one category: plant-based meat alternatives. But as consumer behavior shifts, they’re repositioning around something bigger, protein, wellness, and functionality.

The bigger branding lesson here: The strongest brands know when they’ve outgrown their original positioning.

Sometimes rebranding isn’t about changing who you are. It’s about creating room for where you’re going next.

Read more here: https://lnkd.in/gW9vYP7Q or here for a nonsubscription article: https://lnkd.in/g-_UtaZV

05/04/2026

From concept to connection, and every step in between, we are your strategic partner in building brands that matter.

We guide you through ideation, creative ex*****on, retail programming, packaging, digital/social, and even healthcare-specific solutions. With dedicated teams like Alexander Turn, Alexander Health, and our on-demand local support hub, we bring expertise, agility, and one-shared vision to every engagement.

Your success is our mission! Learn more here: https://lnkd.in/g33gafKe

04/27/2026

isn’t just about music anymore...it’s become one of the most competitive battlegrounds for brands.

With events like happening right now, brands aren’t just showing up, they’re building entire worlds around their products. From hydration brands sponsoring wellness runs to roadside pop-ups, influencer houses, and immersive sampling moments, CPG is moving far beyond the shelf.

For CPG brands, this is a big signal: The brands winning right now are creating moments people want to be part of, and post about.

Read more here If you want to go deeper on how brands are showing up this season: https://www.bevnet.com/news/2026/marketing-electrolit-monster-head-to-stagecoach-biolyte-unveils-first-national-campaign/?utm_source=chatgpt.com

04/21/2026

While the performances at are the main draw, the brand activations have become just as compelling over the years. This year’s standouts felt less like marketing moments and more like experiences built around festival-goers.

The standout lesson from was the power of authentic integration.

Check it out:https://retailboss.substack.com/p/the-top-10-brand-activations-of-coachella

04/14/2026

In it’s not just about awareness, it’s about relevance.

Best Damn Root Beer is a 5.5% ABV hard root beer from Anheuser-Busch, developed as an easy-drinking, sweet ale aged on real vanilla beans. For this client, we developed and executed a full-year digital + social playbook centered around education and usage occasions. Helping to bridge the gap between the physical product and real-life consumption moments.

Looking to build a strategy that actually drives results? Let’s connect–wearealexander.com

03/23/2026

Experiential isn’t just marketing, it’s how brands become felt, not just seen.

One of our favorite examples: our campaign with Bud Light Lime-A-Rita. We designed a one-night, invitation-only pop-up that brought the brand to life in a way traditional channels simply can’t. Driving product trial and sparking real-time social engagement among high-profile influencers.

A moment that lived far beyond the event itself, extending into feeds, conversations, and culture.

As we head into warmer months, it’s the perfect reminder: the right product + the right experience = something people actually want to share.

Today's marketing isn't just about reaching your audience, it’s about creating something they want to be part of.

03/18/2026

is entering a new era, bringing in Dua Lipa alongside longtime ambassador George Clooney to expand its reach across generations.

It’s not just a celebrity play, it’s a full-funnel brand evolution. They’re expanding from a legacy, premium audience to capture hashtag without losing what made the brand iconic.

This is what modern brand building looks like:
• Cultural relevance through talent
• Innovation in product & packaging
• Omnichannel ex*****on across retail, digital, and experiential

We're seeing that growth doesn’t come from choosing between audiences, it comes from building a brand that connects with both.

READ the full article here: https://www.adweek.com/brand-marketing/gen-z-fave-dua-lipa-joins-george-clooney-as-nespressos-global-ambassador/

POLL: What do YOU think is the most effective way for legacy brands to win with Gen Z?

A. Influencer/celebrity partnerships
B. Product & packaging innovation
C. Digital/social-first storytelling
D. Retail & experiential activations

Cast your vote below.

Brands says pop star will help it usher in a ‘new era’, but insists Clooney isn’t leaving.

03/09/2026

Spring has us craving something refreshing… like an ice-cold Snapple tea 🍑🍋

A little throwback to some packaging work we loved, designing bold, flavor-forward primary and secondary packaging to showcase Snapple's all-natural flavors. The goal was simple: let the flavor lead and create packaging that feels just as refreshing as the drink inside.

Great packaging should do the same thing a great beverage does, grab attention instantly and leave a lasting impression.

03/02/2026

Big brands don’t refresh just for aesthetics, they refresh to stay culturally and commercially relevant.

Hint Inc.’s latest brand refresh is a great example of how companies evolve to meet changing consumer expectations. Leaning into bold flavor cues, modernized design, and clearer differentiation in a crowded functional beverage space.

This is exactly the kind of work we think about every day here at We Are Alexander.

👉 How does packaging instantly communicate value on shelf (or screen)?
👉 How do you modernize without losing brand equity?
👉 How do you stay distinctive as categories mature?

Brand isn’t static in CPG, it’s a growth lever. The brands that treat it that way are the ones that stay relevant.

If you’re thinking about a refresh, renovation, or repositioning, reach out.