"PR at the heart. Think earned first. That's still how I think about campaigns."

How Method Disrupted the Most Boring Aisle in the Supermarket

Holly Rix is a fractional CMO who spent six years at Method/People Against Dirty, helping build one of FMCG's most iconic challenger brands from a standing start in Europe. In this episode we get into what made Method genuinely different - and what founders can steal from it today.

We cover:

• Why naivety and cultural fit beat experience on paper when building a challenger brand
• How Method made cleaning products something people actually wanted on their worktop
• The Method ‘Drag Cleans’ campaign - and why PR-first thinking still wins
• Wild Rhubarb: how one fragrance became a best seller and why it still is
• What founders get wr ...