The Brand That Bets on the Unexpected

Meredith Diehn started in market research at Nielsen, spent 11 years at PepsiCo, and eventually followed the itch for emerging brands all the way to goodwipes, where she runs consumer marketing. Her big bet this year: collabs with unexpected brand partners that stop the scroll and make people say "I never would have thought of that, but it makes total sense."

Collabs Are a Disruption Strategy: goodwipes partnered with Olipop in the spring and Liquid Death in August. Two brands that do not look alike on the surface but make complete sense when you dig in. Meredith says collabs are the best tool for disrupting attention right now. 🤝

Community Over Scale: Not everything needs to be a massive event. goodwipes has leaned into more intimate and unique interactions to build a brand community that actually sticks. 💡

Nostalgia Is Not Going Anywhere: Meredith says the nostalgia trend is not just about carrying a cute digital camera to a Backstreet Boys concert. It is about the emotional feeling of wanting things to feel simpler and less cluttered. Brands that tap into that will win. 📸

Living in the Present and the Future Simultaneously: goodwipes just shot a holiday campaign in September while deep in 2027 planning. Meredith says that is just what marketing is. You are always living at the intersection of the current and the future. 📅

Trust Your Gut: Meredith knew she wanted to work in brand since she was a kid obsessing over car logos. Her advice to her younger self: trust your gut, you are on the right path, and go with the ebbs and flows. 🌊