For the past several years, Columbia Sportswear's marketing was indistinguishable from the rest of the category. It wasn't until August last year that it adopted a much bolder strategy, bringing a distinct edge to all of its campaigns. "Engineered for Whatever" painted a different picture of the great outdoors, positioning it as a cruel and deadly mistress, and Columbia products as armor in a battle against death itself. Since then, the brand has brought that edge to a variety of campaigns. Matt Sutton, senior VP and head of marketing at Columbia Sportswear, joined this week's edition of the Marketer's Brief podcast to discuss this work and advise brands interested in making a similarly drastic pivot.

Gatorade has been a top sports drink for more than six decades, with a spot in Super Bowl history as people bet on the color poured on the winning head coach. Gatorade's Chief Marketing Officer Anuj Bhasin talks about how to maintain authority in the space as new brands crowd the category. Bhasin discusses Gatorade's post-Covid reset, relaunching the classic "Is It In You" advertising campaign, and how being "moment-centric" is bringing Gatorade closer to the sports culture space where the brand typically thrives.

Matt Hocken, head of creative at London-based agency mongoose, discusses the subtle difference between American and British consumers and what the sports and entertainment agency is doing for U.K.-based fans on Super Bowl Sunday. He also shares more general, TikTok marketing advice and gives tips on how American brands can curry favor with U.K. audiences.