☕ Sweet and sour

How yogurt brand Sourmilk is making its mark. July 30, 2026 View Online | Sign Up | Shop Presented By It’s Thursday. Omnicom CEO John Wren acknowledged on the holding company’s earnings call this week that the “marketplace hasn’t seen” the true cost of AI when asked how it was driving savings. Call it an omen or a sign of the times—what subscription product isn’t getting more expensive in 2026? In today’s edition: Capture the moment 📲 Kick ball change ⚽ Staying loyal 🛒 —Katie Hicks, Kristina Monllos, Vidhi Choudhary SOCIAL & INFLUENCERS Up close and personal Morning Brew Inc., Photos: @getsourmilk/TikTok It’s not often a brand touts a “drug deal” model in its marketing. But that’s exactly what the founders of Greek-yogurt company Sourmilk were doing in the lead-up to and after the product’s November in-store launch date, having delivered more than 8,000 pre-ordered yogurts to customers from coolers across NYC on Citi Bikes. “We have a product that has an eight-week shelf life, and so we also can’t sell DTC online and have that as our testing ground,” founder Kiki Couchman told us. “We knew we had to build up demand before we were ever on grocery-store shelves.” Since then, Couchman—also known by her social media moniker, @Couchwoman, and her co-founder, Elan Halpern, have pulled other stunts, like offering celebrities yogurt, to help draw attention to their brand in person and online. Overall, Couchman said Sourmilk’s marketing strategy has been “a lot of IRL things paired with a good social strategy capturing the moment.” We spoke with Couchman and Halpern about how that approach has grown the brand’s (and Couchman’s) social following as Sourmilk continues to expand its retail presence nationally. Continue reading here.—KH        Sponsored By Zoom Making an event of digital events Stop us if you’ve heard this one before: After months of meticulous planning, booking speakers, getting email sign-ups, and painstakingly making room in your budget, your webinar is live. Yet the content goes unused, and it’s not clear if there’s any real ROI. A major flaw is this mindset that events are one-and-done, when in reality they can be ongoing engagement engines. Zoom Webinars put together a playbook to help you do just that. This guide breaks down a format in which you plan, produce, repurpose, measure, and optimize the life cycle of your webinar. This helps marketers move beyond one-off executions without creating more work for them. It even explores how AI helps teams accelerate content creation, follow-up, and analysis, enabling marketers to do more with fewer resources. So before you send out your next RSVP, get the guide here. SPORTS MARKETING Script, ripped Screenshot via @NikeFootball The World Cup wrapped earlier this month, with Spain beating Argentina in a nailbiter of a final that scored 62.8 million viewers in the US. For some soccer fans, the final whistle marked the end of a whirlwind few weeks. For Nike, the tournament was just the beginning. “The actual, most exciting challenge starts today,” Camilo Andrade, global VP and GM football/soccer at Nike, told Marketing Brew the week after the tournament. “It’s the post-tournament excitement. All the billions of people that are now inspired, that are excited, that actually want to play. Our job is to actually give them the tools to play.” Funneling the residual excitement from the World Cup into continued fandom for the game—and, of course, the brand—is what the team plans to do, Andrade said, noting that the company has already begun preparing for the FIFA Women’s World Cup in 2027, the Olympics, Euro 2028, and Copa América. Continue reading here.—KM        BRAND STRATEGY Plus up Niv Bavarsky Walmart executives have said the retailer sees its membership program, Walmart+, as a growth platform to build durable loyalty, and one of its most popular perks has been its 10-cents-per-gallon fuel discount at more than 13,000 gas stations. With members coming in to save money at the gas pump, Walmart’s plan seems to be working. Members are increasingly relying on the subscription service—which also offers free same-day delivery and free next-day and two-day shipping—for its fuel discounts, driving higher engagement and reinforcing the value of the retailer’s loyalty program beyond standard perks. During a recent exclusive chat in Bentonville, Arkansas, Deepak Maini, SVP and general manager of Walmart+ membership, told Retail Brew its members are returning more frequently for gas and leaning on Walmart+ for its fuel benefits to cushion the global surge in gasoline prices. While gas prices are starting to come down, the American shopper has had to contend with paying roughly 50% more in the last few months. “We see them come back and fuel more,” Maini said. “The utilization is improving. It’s growing, especially in this time, so we know that they’re relying on this to save more.” Continue reading on Retail Brew.—VC        Sponsored By Guinness World Records Lovely day for a record. Guinness World Records™ doesn’t want your campaigns fighting for attention. They help brands create moments people want to participate in, share with friends, and remember long after the campaign ends. In 2025, they were part of 1,291 brand activations in over 80 countries. Explore your next record. french press Morning Brew There are a lot of bad marketing tips out there. These aren’t those. You have questions…Why a Q&A doc may be helpful when hiring your next team member. Hear ye, hear ye: Tips on building a brand newsroom. Pin it: Ways to establish a brand on Pinterest. Done with one-and-done: Zoom Webinars put together a playbook to help marketers make the most of their webinars. It helps you plan, produce, repurpose, measure, and optimize the event’s life cycle beyond the day of. Get it here.* *A message from our sponsor. EVENTS Print isn’t dead Morning Brew Inc. Some messages deserve more than another browser tab. Join Marketing Brew and Smartpress to learn how marketers are pairing digital with print to build trust, increase conversions, and stand out in high-consideration industries where every touchpoint matters. Jobs Real jobs shared through real communities. CollabWORK brings opportunities directly to Marketing Brew readers—no mass postings, no clutter, just roles worth seeing. Click here to view the full job board. Head of Digital Marketing at Neuberger Marketing Manager, Content Creation & Social Media at PayRange Content Strategist with Magnolia at RGP Content and Social Media Manager at ProCaps Marketing Manager at Alamo Group WISH WE WROTE THIS Morning Brew Stories we’re jealous of. The Verge wrote about how artists are taking legal action (and, in some cases, winning) against AI slop. Bloomberg dove into the rise of “luxury voice” in hospitality spaces—including what to keep an ear out for. 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