BEYOND THE ALGORITHM: WHY THE BEST MARKETING STILL COMES FROM HUMAN INTUITION

Summary from the TLDR Marketing newsletter

Naked Juice and KeVita, both under PepsiCo, took opposite marketing approaches. Naked Juice spent heavily on measurable channels like display ads and paid social but struggled to generate cultural relevance. KeVita, with a smaller budget, relied on intuition to guide less trackable efforts aligned with lifestyle and conversation. Its campaign felt more alive and delivered better brand awareness and long-term results. Intuition, built from experience, is a strategic advantage when data alone cannot drive bold, brand-defining decisions.