Get to know the top challenger brands and discover their business and marketing strategies. Challenger brands are smaller brands with big ambitions. Though not the leaders in the industry, challenger brands can take up a lot of space in the market. Discover the latest news about some of the most popular challenger brands of the moment. How are they growing their business? What sets them apart from the rest? Find out what some of these budding businesses are up to and how their creative strategies and ideas align with yours.

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Can Condom Brand P.S. Score With an Anti-Macho Message? This CMO Thinks So

Marine-turned-marketer Rob Seo wants men to have more heart than muscle.

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Sprite Is Named Most Resilient Brand, Even as Shoppers Look to Off-Brand Competitors

The research expects private-label brands to grow to take 40% of market share in Europe by 2028.

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Challenger Brand Gymbox Takes Aim at Competitors Through SEO

The London-based gym company has targeted Virgin Active, PureGym and ClassPass searches.

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Why This Plan B Competitor Is Mimicking Your Morning After Group Chat

The brand wants to redefine emergency contraception by introducing the category to comfort.

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These Challenger Brands Collaborated on a Campaign That Was ‘Pure Chaos’

Viagra, cheese, cereal and working out came together in a Daft Punk-inspired marketing stunt.

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This Challenger Condom Brand Wants to Break Taboos Around Women’s Sexual Health

As Hanx tries to fill a gap in the wellness market, it faces marketing challenges and bias.

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When Vandals Targeted His Campaign, This CMO Went Guerilla

CMO Romain Jolivet on his move from Danone and the challenges of marketing a plant-based product.

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4 Activations That Showcased Why Art Basel Is the Must-Attend Place for Brand Engagement

For marketers looking to connect with and define culture, this growing festival is the new priority.

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How Wendy’s Is Turning an All-American Chain Into a Brand for Brits

The brand’s signature sass has been adapted for U.K. audiences.

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Quip’s Biting New Campaign Wants to Save Us From Ourselves

The oral care brand wants to save us from ourselves.

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Blake Lively on Betty Buzz’s Rapid Growth and Starring in Her Brand’s First Ad

The alcohol-free mixer line's first spot comes after 7 months of organic expansion.

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March Adness 2022: Vote for Today’s Best Advertiser

As Adweek's annual tournament returns, which brand will rise to glory?

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Watch Every Session of Challenger Brands 2022

The summit's fourth edition featured celebrity entrepreneurs including Alicia Keys and Martha Stewart.

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Vibing Higher With Keys Soulcare

Keys Soulcare encourages people to "vibe higher" by turning their everyday routines into invigorating, meaningful and intentional rituals.

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Abercrombie & Fitch Is Shapeshifting for a New Era

Carey Collins Krug and Corey Robinson discussed the role of social media in revamping their well-established identity.