Sunwink | Jordan Schenck: "Wellness" Overload

Here's a story about lightning in a bottle...in a bottle.

Today we explore Sunwink through the eyes of their Co-Founder and Chief Marketing Officer, Jordan Schenck. Jordan's a celebrated marketer in the plant-based world, having previously been Head of Consumer Marketing for Impossible Foods. She was also recently named to the Forbes CMO Next 2021 list.

Sunwink is a consumer brand producing "super clean plant powered Sparkling Tonics and Superfood Powders for everyday wellness."

Wellness. That's a word I've heard more than almost every word in the brand world over the last year. I get it. Pandemic, stress, depression. Anyone who can front as a wellness brand immediately captures some value, right?

Maybe. Maybe not. Actually these days when I hear the word wellness I think either 1) it's marketing buzzwords meant to drive a sale regardless of truth, or 2) it actually makes me feel "unwell."

Sunwink has a recent campaign and study recognizing this and seeking to clear up what wellness truly means. Today, we chat about that plus Jordan's unique perspective as someone with the responsibility of innovative marketing while staying lean as a founder.

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