Challenger Brands Inside the Insta-Worthy Kiddie Pool for Adults in the City Minnidip courts the urban hipster in search of fun for grown-ups The "That's Banana(leave)s!" pool allowed anyone to dip in style for $45. Minnidip By Robert Klara June 5, 2020 Key insight: Upstart brands can succeed by finding a niche between established categories. Emily Vaca was blazing a career path in the ad agency world when she gave it all up for swimming pools. Robert Klara @UpperEastRob email@example.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.