Journey from Heritage Brand to Viral Product Campaign

Brands are fighting harder than ever to break through a congested landscape. Matt sits down with guest Michael Shmarak to unpack how creative PR, timing, and human connection helped revive the historic Smith Brothers cough drop brand and turn it into a national retail success story. Michael shares the behind-the-scenes thinking that helped transform Smith Brothers from a forgotten legacy brand into a product carried in over 42,000 stores across the US and Canada. Michael explains how great marketing happens when brands tap into emotion, personality, and culture—not just product features.  What you’ll learn in this episode: - Why personality and storytelling matter more than product specs in marketing  - How Michael took a cultural moment from the Chicago Blackhawks and leveraged it into a success campaign.  - Why human connection still beats technology when it comes to building trust and brand loyalty  - Michael’s perspective on “moments-based marketing” and creating cultural relevance in real time Check out Michael on LinkedIn!