In episode 512, Total Retail Editor-in-Chief Joe Keenan interviews Allison Cullman, senior vice president of marketing at Hint, one of the largest unsweetened flavored water brands in the U.S. Listen in as Cullman discusses Hint's refreshed brand positioning and its new “MMMMM Water™” marketing campaign that leans into emotional branding, cultural relevance and desire (1:00). She provides an overview of the water brand and her role (5:00), the task of balancing playfulness with credibility in brand messaging (7:45), and creating differentiation in the crowded beverage market (9:00).

In addition, Cullman discusses expanding Hint's product line to better meet consumers' needs in different channels (12:35), connecting emotionally with its customer (14:30), and the biggest channel opportunities for growth (16:00). Lastly, she shares how Hint is targeting the next generation of water drinkers and teases upcoming marketing activations (17:14).

Allison Cullman is a brand and marketing executive with more than 15 years of experience building culturally relevant brands that drive both consumer connection and business growth. She currently serves as senior vice president of marketing at Hint, where she is leading the 21-year old brand’s marketing transformation.

Prior to Hint, Allison held marketing leadership roles at Zola, NotCo, Vita Coco, and Anheuser-Busch InBev, where she helped shape some of the industry’s most talked-about campaigns and brand transformations. Her work includes helping turn Bud Light’s “Dilly Dilly” into a viral cultural phenomenon, leading Vita Coco’s purpose-driven brand evolution and viral “Impossible to Hate” campaign which was recognized by Cannes and the Shorty Awards. Known for blending creativity with commercial impact, Allison has deep expertise across brand strategy, integrated marketing, innovation, experiential, and cultural partnerships.