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Why DTC chocolate vitamin brand Sourse wants to reach millennials and Gen Z

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Why DTC chocolate vitamin brand Sourse wants to reach millennials and Gen Z

Sourse Chocolate Vitamins is investing in influencer marketing to boost brand awareness and get in front of Gen Z, millennial and Gen X shoppers.

The digitally native brand was launched during the pandemic in 2020 with initial advertising and marketing efforts including social media, paid search, influencer and brand partnerships. Those efforts expanded deeper into influencer marketing last year, with Sourse sharing affiliate codes to earn commissions on sales.

“We love working with influencers who have an audience on multiple platforms, like YouTube,” said Megan Howard, senior director of product marketing at Sourse. “This is a strategy that has helped us scale quickly.” Howard did not provide exact figures.

It is unclear how much of its advertising budget went to influencers and social media marketing as Howard could not disclose the exact figures. However, according to Howard, about 80% of ad spend has been spent on digital marketing channels. Of that spend, Google Ads and display make up 20%, social media ads make up 40%, mobile games make up 15%, influencers and brand partners make up 25%. Offline channels have been direct mail, brand events and partner activations.

Among the influencers Sourse worked with were Nicole Cogan, an angel investor blogger and wellness enthusiast, and fashion model Sanne Vloet. “We like to build relationships with our partners for the long term and we’re a cruelty-free company and love working with like-minded partners whose followers are looking for clean label options, which are hard to find in the supplement industry,” said Howard.

Securing influencers with long-term contracts is one way brands have tried to maintain a connection with consumers. The thinking goes that the strategy will reinforce the brand’s messaging in a close-knit community setting among an influencer’s following, particularly as influencer marketing struggles to mature given its measurement issues.

Sourse sold above one million bags of chocolate bites within two years of launching and continues to grow, Howard said, adding, “We saw strong sales in our first two months, leading to almost $2 million in sales in our first year. Since then, we’ve grown over 400%.

While the brand is available direct to consumers online, it also has a retail presence at high-end spas and clubs like Soho House and Joanna Vargas. The brand aims to target Gen Z and millennials who prioritize their wellness routines and seek clean-label vitamins.

Health and wellness are currently popular topics for many shoppers. It is more common for brands to disclose ingredients and to focus on nutritional concerns, such as gluten-free or vegan, according to industry analysts. “From a marketing perspective, Sourse Chocolates is positioning itself as a leader and providing market education through its blog content,” said Lily Rotter, senior director of demand generation at Skai. “Given their D2C approach, they have the ability to control the marketing, brand, and messaging.”

In an era in which people are more concerned about their health and appearance than ever before, Sourse Chocolates can position itself as an industry leader by playing into childhood favorites as well as something everyone loves: chocolate. A majority of Gen Z (73%) believe they are more concerned about the environmental impact of food choices than previous generations, followed closely by millennials (71%) according to the 2022 Food and Health Survey.

Sourse is underway in its retail expansion, working closely with retail partners on social media, email, and in-store promotion beginning with Foxtrot convenience stores. “The supplement industry is crowded and can be confusing and we want to make it easy to understand,” Howard said.

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USB logos finally make sense, thanks to a redesign

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USB logos finally make sense, thanks to a redesign


Author: Mark Hachman
, Senior Editor

As PCWorld’s senior editor, Mark focuses on Microsoft news and chip technology, among other beats. He has formerly written for PCMag, BYTE, Slashdot, eWEEK, and ReadWrite.

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Cheaper OLED monitors might be coming soon

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Cheaper OLED monitors might be coming soon


Author: Michael Crider
, Staff Writer

Michael is a former graphic designer who’s been building and tweaking desktop computers for longer than he cares to admit. His interests include folk music, football, science fiction, and salsa verde, in no particular order.

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New Pixel Watch leak reveals watch faces, strap styles and more

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New Pixel Watch leak reveals watch faces, strap styles and more
Google Pixel watch



The Google Pixel Watch is incoming
(Image credit: Google)

We’re expecting the Google Pixel Watch to make its full debut on Thursday, October 6 – alongside the Pixel 7 and the Pixel 7 Pro – but in the meantime a major leak has revealed much more about the upcoming smartwatch.

Seasoned tipster @OnLeaks (opens in new tab) has posted the haul, which shows off some of the color options and band styles that we can look forward to next week. We also get a few shots of the watch interface and a picture of it being synced with a smartphone.

Watch faces are included in the leak too, covering a variety of different approaches to displaying the time – both in analog and digital formats. Another image shows the watch being used to take an ECG reading to assess heartbeat rate.

Just got my hands on a bunch of #Google #PixelWatch promo material showing all color options and Watch Bands for the first time. Some details revealed as well…@Slashleaks 👉🏻 https://t.co/HzbWeGGSKP pic.twitter.com/N0uiKaKXo0October 1, 2022

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Full colors

If the leak is accurate, then we’ve got four silicone straps on the way: black, gray, white, and what seems to be a very pale green. Leather straps look to cover black, orange, green and white, while there’s also a fabric option in red, black and green.

We already know that the Pixel Watch is going to work in tandem with the Fitbit app for logging all your vital statistics, and included in the leaked pictures is an image of the Pixel Watch alongside the Fitbit app running on an Android phone.

There’s plenty of material to look through here if you can’t wait until the big day – and we will of course be bringing you all the news and announcements as the Google event unfolds. It gets underway at 7am PT / 10am ET / 3pm BST / 12am AEDT (October 7).


Analysis: a big moment for Google

It’s been a fair while since Google launched itself into a new hardware category, and you could argue that there’s more riding on the Pixel Watch than there is on the Pixel 7 and Pixel 7 Pro – as Google has been making phones for years at this point.

While Wear OS has been around for a considerable amount of time, Google has been leaving it to third-party manufacturers and partners to make the actual hardware. Samsung recently made the switch back to Wear OS for the Galaxy Watch 5 and the Galaxy Watch 5 Pro, for example.

Deciding to go through with its own smartwatch is therefore a big step, and it’s clear that Google is envious of the success of the Apple Watch. It’s the obvious choice for a wearable for anyone who owns an iPhone, and Google will be hoping that Pixel phones and Pixel Watches will have a similar sort of relationship.

What’s intriguing is how Fitbit fits in – the company is now run by Google, but so far we haven’t seen many signs of the Fitbit and the Pixel lines merging, even if the Pixel Watch is going to come with support for the Fitbit app.

Dave is a freelance tech journalist who has been writing about gadgets, apps and the web for more than two decades. Based out of Stockport, England, on TechRadar you’ll find him covering news, features and reviews, particularly for phones, tablets and wearables. Working to ensure our breaking news coverage is the best in the business over weekends, David also has bylines at Gizmodo, T3, PopSci and a few other places besides, as well as being many years editing the likes of PC Explorer and The Hardware Handbook.

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