Building Word-of-Mouth in a Category Nobody Talks About

In this episode of The Future of Marketing, host Andres interviews Jazmyn Williams, Vice President of Brand at The Honey Pot Company — the first brand to span both sides of the feminine care aisle, offering plant-derived period care and vaginal wellness products. With just a 20-person marketing team and roughly 70 employees total, Honey Pot has scaled to over 36,000 retail doors across the US while building one of the most culturally resonant brands in a category that has historically lived in the shadows. Jazmyn unpacks how a category defined by stigma, legacy purchasing habits, and low visibility requires a fundamentally different marketing playbook — and how Honey Pot is rewriting it. Topics Discussed: Marketing a product that lives "in the dark" — under bathroom counters and in purse pockets Breaking generational brand loyalty in a category dominated by habit Using experiential sampling to drive mass awareness at scale Building a digital-first brand in a brick-and-mortar dominated category Leveraging Gen Z to reverse-sell into older demographics Using AI for faster consumer insight synthesis without a large research team Crossing the feminine care aisle as a portfolio expansion strategy