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Have you ever finished off your last pickle spear and, craving a little more of that vinegary punch, taken a couple of sips of brine straight from the jar? Or maybe youre more open about your pickle juice habits and like to mix up a pickle martini in the light of day, rather than hunched over your fridge light at 2 a.m. Whatever you prefer, now theres a product designed for exactly those kinds of moments. Claussen, the Chicago-based pickle purveyor, has picked up on the TikTok trend of using pickle brine as a mixer for everything from Diet Coke to pickle cereal, and theyre meeting customers where theyre at with a new drink called Just the Brine. As the name suggests, Just the Brine is an eight-ounce bottle of juice-sans-pickle. The limited-edition product comes in a six-pack, and it debuted for a short time on GoPuff over the weekend in honor of St. Patricks Day (for those who missed out, it’s now available to win on Claussens website while supplies last.) Just the Brine is the latest evolution of a pickle craze that started back in 2022 (remember Sonics pickle slushie?) and has shown a shockingly strong staying power in the cultural zeitgeist. [Photo: Claussen] Care for some pickles with that brine? Since 2022, weve gone from pickle pizza and potato chips to Grillos pickle toothpasteand, judging by TikToks ongoing pickle obsession, it seems like the trend has yet to run its course. Users are finding ways to use the preserved vegetables that even the most ardent pickle fans never couldve imagined, like a pickle fountain or a fried pickle board. The next evolution of the trend, it seems, is to just lose the pickles altogether. Last October, Dua Lipas viral TikTok video mixing Diet Coke with pickle juice sparked a cultural moment, amassing over 12 million views, says Caroline Sheehey, Claussens brand manager. Inspired by her mixture, Claussen responded by seeding a product concept, Just The Brine, on Instagram. The post received nearly 70,000 likes and thousands of comments from fans sharing how they already love Claussens beloved brine and use it in a variety of ways such as after a sports workout, as a brine for their chicken, to help with dehydration as a morning after cure, cocktail mixer, and more. After seeing the fan response, Sheehy says, the team knew they had to make Just the Brine a reality. Claussen is marketing its brine bottles as a kind of dual-purpose product: a mixer to pregame your night out, and an electrolyte beverage for your inevitable hangover the next day. One serving size is two ounces, which contains 630 mg of sodium (about half the sodium content of a standard instant ramen pack.) [Just the Brine] is perfect for pickling at night and using as a mixer in your cocktails or soda, and perfect for unpickling the next morning as a refreshing electrolyte boost, Sheehy says. Its a strange marketing tactic, given that curing your pickle-induced hangover with more pickles seems like the quickest way to never want to set eyes on the color green again. But, lets be honest, the chances that Claussen ever actually adds this stunt product to its permanent line-up are slim to noneso the lucky few who get their hands on it might as well enjoy it via a pickle-fueled rager while it lasts.
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E-Commerce
It’s fair to say that 2025 continues to fly out the blocks on a wild mission to bring even higher levels of change, unpredictability, and flux shaping our world. But, as I started writing this on Blue Monday in January, apparently the saddest day of the year, this is not intended as an article lamenting the cultural whiplash we are experiencing within our daily feeds. Instead, it is a more positive perspective on how as businesses and brands, we can not just survive but supercharge in this era of incredible unpredictability. The only constant in a changing world is change itself According to an article by GlobeScan, at the end of 2023, nearly 8 out of 10 people believed that the world is changing too quickly for me. But, quoting the immortal lyrics of the Chalamet-rekindled Bob Dylan, its clear that the times they are-a-changin, and they will continue to change, with the only constant in this forever-changing world being change itself. So in an unpredictable world with a market and consumers that believe the world is changing too quickly for them, what is the role and impact that brands can have to bring belief, partnership, and confidence to the communities they serve as they also reel and react to daily change? The answer in a less sporadic and challenged world would be for a companys chief marketing officer to have a clear brand plan that could be adjusted and evolved upon against fluctuating market conditions. But in this new world order of no real order, having a plan is only as useful as the famous Mike Tyson quote, until you get punched in the face. And in a world where we are all ducking and diving daily, that’s not enough, and a new posture and mindset is needed for the chief marketing officer, or change management officer as their 2025 moniker might become, to supercharge brand impact on a daily changing basis. Optimism is the 2025 driver of confidence Optimism is the core value of our company 72andSunny, and has been since we launched 20 years ago. And in 2025 this is the mindset and driver of confidence that we are seeing emerge amongst some of the global brands that we partner with, and more broadly within those pioneering thinkers shaping the marketing industry at large. The optimism we see is a multi-dimensional energizing mindset that stretches way beyond the dictionary definition of optimism as, the hopefulness and confidence about the future or success of something. Optimism challenges the status quo We see an optimistic mindset that is more ready to challenge the status quo and define new ways of thinking within categories. Whether that is Zurich Insurance creating a global platform What Could Go Right? in an insurance category obsessed with things going wrong, Indeed, championing the need to call out that the world of work isnt working, by creating a global mission to make the world work better and calling out job injustices along the way, or the NFL leading the way to make girls flag football officially a varsity sport in all 50 states. We are seeing the brands that consumers gravitate towards being those that are optimistically challenging convention and bringing new math to the categories and culture they inhibit. Optimism creates unexpected partnerships We see an optimistic mindset that is more open and driven by collaboration across sectors and brands to create unexpected partnerships and noise. From the wonderfully bizarre partnership for the Super Bowl of Wrexham FC and Channing Tatum bringing Magic Mike-inspired comedy to their big game ad for Stok Cold Brew Coffee, to Nike opening its doors to Kim Kardashian and the SKIMS crew as the attempt to bring relevancy back to their product in the world. Curating the collaborations that provoke intrigue and innovation is a masterskill of modern marketeers. Optimism provokes play We see an optimistic mindset that is driving more brands to provoke play and bring a positive energy into the categories they inhibit. On, the running shoe brands latest commercial in a category that is driven by competitiveness and performance flipped the script and brought joy and wonder with the Elmo/Federer campaign created by the equally whimsically named NYC agency The Flower Shop, to e.l.f. curating an e.l.f.time show second screen experience for the Super Bowl to bring a shoppable dose of playfulness to its community during the big game. Optimism drives results And we get excited by this, because in a world where Ipsos believes that only 31% of people are optimistic about what the future might bring, the world of brand and marketing feels like it’s finding its own way to reverse that trend with a mindset that creates momentum and real business change. We see this type of marketing optimism being the unlock for boardroom success from Nikes share point having risen by 6.2% post the SKIMS news, to momentum busting e.l.f. posting well over 20 consecutive quarters of growth. And at 72andSunny, a company whose name is imbued with an optimistic disposition, we are excited to see how our industry can flex and drive this cultural and commercial change in the most unpredictable of years. Chris Kay is president international of 72andSunny. The Fast Company Impact Council is a private membership community of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual membership dues for access to peer learning and thought leadership opportunities, events and more.
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What a time to be alive. Looking at the sci-fi movie canon and the years in which these films take place, were 10 years past Robocop (set in 2015) and 7 years away from Demolition Man (set in 2032). As often as sci-fi serves as inspiration for the tech world, from the AI girlfriend of Her (2013) to an Iron Man-inspired tactical battle suit, so rarely does the tech world regard the thematic warnings underpinning their favorite depictions of the future. I believe in the power and opportunity of tech, and Ive made a career of building applications�with integrity. Many emerging advancementsAI-assisted breast cancer screenings, for examplewill change our world for the better. But a few new technologies give me that Danger, Will Robinson! feeling. Here are three of them. 1. Humanoid housekeeping robots Companies like Norways 1X, the U.S.s Figure, and Canadas Sanctuary AI are creating humanoid housekeeping robots, combining robotic hardware with AI-powered software. These robots can receive vocal instruction and translate that instruction to physical action. Astounding! I get the use of these robots in warehouse and manufacturing settings, which are designed to accommodate the human form. Humanoid robots could take on the dull, dirty, and dangerous tasks that are too risky for humans. In the home is a different matter. Aside from a general uncanny valley creepiness, I cant see how these robots would be safe. Current large language models (LLMs) used by AI platforms like ChatGPT arent too difficult to jailbreaki.e., bypassing built-in security guardrails. A jailbroken LLM can be tricked into revealing sensitive credentials and secrets or giving harmful instructions like, say, how to build a bomb or 3D print a gun. Now imagine a jailbroken robot in your home. No thanks. 2. AI social media personas A few weeks ago while scrolling Instagram, I was prompted to try chatting with Instagrams new AI characters. Metas been rolling them out in a stop-and-start fashion since last year, and while theyve been repealed (for the moment) from Facebook, there are still a few on Instagram you can chat with. I think often how technologys principle of eliminating friction has gone too far. Friction and discomfort are necessary in the human experience. To be a person in community is to be vulnerable, to risk showing yourself to others. I worry technology has lulled us into such comfort that the most normal, natural aspects of being social animals have come to feel like a chore, if not a danger. We shouldnt equivocate simulated interactions with human ones, especially for kids, even in the most benign contexts. The less benign contexts are even more grim. Anyone can create an AI agent and say you should use it as your therapist or your girlfriend or financial advisor. Even with whimsical accountslike a Spongebob Squarepants chat agentyou (or your child) is still essentially talking to a stranger. A troubling formula: The humanness of the AI agent makes it feel trustworthy, and the machine-ness of the AI makes it feel unbiased and without agenda. On a broader scale, I worry about these accounts potential for spreading misinformation, not by shouting from the streets of X with a bullhorn, but by whispering directly into our ears. 3. Microsofts Majorana 1 chip Quantum computinganother deeply sci-fi topic is coming into reality. The science behind quantum mechanics is quite dense, but heres a primer. In computing, a classical bit is either a 1 or 0. A quantum bit (or qubit) can be both 0 and 1 simultaneously. The capability of a quantum computer is dependent on how many qubits are powering it. Quantum computers can make many attempts at a problem at once, compared to traditional computers that make one attempt at a time, albeit very quickly. For many, the standard of a quantum relevant computer is its ability to break RSA encryption (aka, the algorithmic formula commonly used to encrypt data) reliably at scale. Many nations are racing to develop quantum capabilities across several verticals and use casesChina, Germany, Canada, the U.S., India, and Japan are leading the way. Theres no way of knowing when quantum will reach a point of commercial or personal viability. That said, Microsofts new Majorana 1 chip represents a significant step toward that reality. The architecture used to develop the Majorana 1 appears capable of supporting a million qubits. For reference, when IBM released the first quantum processor in 2023, it had over 1,000 qubits, and that was a big deal. In 2021, the University of Science and Technology of China debuted a 66-qubit processor that solved a calculation in just 1.2 hours that would have taken a traditional super computer 8 years to solve. My concern isnt for the chip itself. The Majorana 1 is marvelous. My concern is that the world will not be ready for the quantum paradigm shift that Majorana 1 portends. Stepping into a quantum world will require organizations and infrastructure providers of all types to adopt quantum-resistant algorithms to protect our data and themselves against disruption. However, such cryptographic shifts have been historically painful. Many verticals still struggle with migrating to decade-old standards like AES or SHA-2. Our modern world and way of life relies deeply on encryption, and almost certainly nation-state enemies would use quantum capabilities against us if they beat us to the punch. Well see what sticks Its fun to look back in time to failed inventions from the early 20th century. Today, they seem so kooky andcumbersome. So many unique ideas that once appeared to be the next game changer fell flat, then fell into obscurity. I get the same sense about our current era. AI, quantum, and other breakthroughs are forging so many new possibilities, especially as they collide and combine with one another. The technologist in me feels like a kid in a candy store. I only hope the technology that survives serves our interests and individuals and as a species. Lindsey Witmer Collins is the founder of WLCM App Studio. The Fast Company Impact Council is a private membership community of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual membership dues for access to peer learning and thought leadership opportunities, events and more.
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E-Commerce
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