HUNGRY.

This week on Hungry, the founders behind SULT — the electrolyte brand turning “unhinged luxury” into a cultural movement.
From building a status-driven brand that people actually want to post on Instagram, to rewriting the rules of marketing in the age of TikTok and YouTube, this is a masterclass in modern brand-building.
We get into why unpredictability creates obsession, why most brands overcomplicate business, and how SULT uses storytelling, sex appeal, humor, and world-building to stand out in a saturated wellness market.
We talk Better & Wetter campaigns, Margot Robbie-style bath content, Hailey Bieber’s Rhode, Vivienne Westwood fashion shows, F1 boxes, Michelin-star storytelling hooks — and why the first three seconds of your content might be everything.
If you’re building a brand, running a food or drink business, or trying to crack YouTube, this episode is packed with practical insight and uncomfortable truths.
This isn’t just about electrolytes.
It’s about status, culture, identity — and making something people feel part of.

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ON THE MENU
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The Wellness Culture Backlash
Making Electrolytes Sexy
Consistency vs Quality on Social
Social Media Is Your CV
What Is “Unhinged Luxury”?
Unpredictability Creates Obsession
The £15K Acoustics Lesson
The Iceberg of Content Creation
Why We Can’t Crack YouTube
From Empty Restaurant to Michelin Hook
The Hardest Thing: Having a Point of View
Why Status Beats Shelf Space
Do You Fit at Vivienne Westwood or F1?
Why Rhode (Hailey Bieber) Wins
Business Is Just X to Y
Make Brands Simple Again
The 3-Second Attention Economy
Ignore Traditional Marketing Rules
00:00 Intro
00:01 Milly’s Eating Disorder & Recovery
00:05 Toxic Wellness & Running Culture
00:09 SULT’s "Not That Deep" Philosophy
00:14 Netflix-ification of Brand Building
00:19 Ignoring Experts & Taking Risks
00:24 "Unhinged Luxury" & Storytelling
00:30 Scaling in Public vs Building in Public
00:34 The Whiteboard Content Strategy
00:42 How to Write Viral Hooks
00:46 Organic Growth vs Paid Ads
00:56 The Brooklyn Beckham Story
01:00 Choosing Brand Colors & Standing Out
01:06 Why They Ignore Business Advice
01:08 The Power of Anti-Selling
01:13 Building a Tribe & Status
01:15 Learning from Rhode & Anti-Trends
01:17 Dealing with Copycats
01:20 Embracing Chaos in Business
01:22 Co-Founder Dynamics & Conflict
01:28 The Simon Squibb Story
01:33 Simplifying Business & Branding
01:37 How the Co-Founders Met
01:39 Why Launch an Electrolyte Brand?
01:45 The 4 Pillars of Marketing
01:53 Launching in Boots & Retail Strategy
01:58 Financial Transparency & Investors

  🔥10x creativity beats 10x budget. Want a life changing HUNGRY Creative Workshop for your team? DM brother

Most companies bet everything on one big launch.
Doug Lamont thinks that’s how you kill growth.
In this clip, the former CEO of Tony's Chocolonely and Innocent Drinks breaks down a radically different way to scale — one built on rolling innovation, layered bets, and removing fear from failure.
Instead of over-researching, over-launching, and over-spending, Doug explains why the smartest brands:
- test cheaply
- back winners late
- kill losers fast
and never rely on a single “big idea” to carry the business
From product launches to international expansion, this is a masterclass in how real growth actually happens — especially from £100m → £500m+.
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📱 ON THE MENU
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🎯 Why “the one big thing” strategy usually fails
🔥 Rolling innovation vs over-researched launches
🧠 Removing fear from failure inside big organisations
📦 Why marketing can’t save products that don’t sell
🌍 How country expansion really works (3–5 year bets)
💰 When to actually turn on the marketing spend
⚖️ Small and medium bets vs betting the house

"Brand is the intangible layer that sits atop any business... and floods it with color and emotion." Tobey Duncan, CSO of Uncommon Creative Studio, joins Dan Pope to dismantle the fluff surrounding modern marketing. They explore "Purpose 2.0," why brands need enemies, and how to turn consumer tension into cultural fame. From the genius of Bold Bean Co to the audacity of Oasis, this episode is a masterclass in building brands that actually matter.

00:00:00 Intro
00:01:04 Why Creativity Requires Dissatisfaction
00:02:40 London vs. Sydney: Creative Differences
00:06:10 Defining Brand Strategy & The "Intangible Layer"
00:10:06 Why Brands Must Claim a Role in Culture
00:11:48 The Evolution of Brand Purpose (Purpose 2.0)
00:15:05 Fixing Consumer Problems vs. Fixing Brands
00:19:32 Case Study: Bold Bean Co's Brand Strategy
00:28:02 Strategy vs. Tactics: How They Work Together
00:33:19 Case Study: The Ordinary & Skincare "Guff"
00:42:43 B&Q Case Study: From Chores to Change
00:47:38 The Power of Finding Consumer Tension
00:51:44 British Airways: Exporting Originality
00:53:15 Why London is a Creative Powerhouse
01:03:09 What Brands Can Learn From Bands (Oasis)
01:06:25 Rational, Emotional, and Fame-Based Comms
01:09:20 PerfectTed & Leveraging Cultural Heat
01:12:44 Why You Should Set Strategy Once & Not Pivot
01:26:17 The Brand OS Framework: 5 Key Inquiries
01:32:04 Guinness: Breaking Category Codes
01:44:07 Marketing Planning: The "Jobs to Be Done" Framework
01:55:24 The Crisis in Modern Brand Building

 🔥10x creativity beats 10x budget. Want a life changing HUNGRY Creative Workshop for your team? DM brother

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This week we have a throwback to an incredible convo with the co-founder of TRIP, Olivia Ferdi.
It’s what every wonderful guest on the poddy teaches me.
TRIP ripped up the rule book.
Definition of outlier.
TRIP is for everyone and anyone, anywhere, anytime and everywhere.
TRIP is a coffee replacement. Booze replacement. Cocktail mixer. Meal Deal enhancer. Grab & Go.
All charged with a beautiful mission: Be Kind to your Mind.
Won listings at Co-op Sainsbury's, Waitrose & Partners, @Annabel’s, Soho House & Co

ON THE MENU:
1. Why your brand must be chameleon to be a truly omni-channel brand – lessons from Annabel’s, Mayfair and Co-Op.
2. Why your brand should act as a PROMPT to unlock an emotion in people – TRIP own “Be Kind to Your Mind”
3. How TRIP won a Bill’s listing in 4 weeks – when one door shuts, open a window. Be fluid.
4. How to repurpose your brand and shelf space to unlock more occasions = more consumption = more £ wonga.
5. How TRIP raised £10 million quid – do you really need presentation a deck?
6. Why founders must actually seek and embrace stress it’s a gateway forward.
Every top food and drink founder reads our Newsletter - why wouldn't you? 
https://hungryfeast.beehiiv.com/
Watch the full shabang on Youtube -  https://www.youtube.com/@HungryFMCG/videos
Let’s link up on LinkedIn - https://www.linkedin.com/in/daniel-pope/
Stalk me on Insta- https://www.instagram.com/_hungry.pod/ 
This episode originally aired in June, 2023.