The Unofficial Monthly Retailer Awards for January: Coach Sims Bags, a Nespresso Store, and More | Reimagining Retail

Summary

Behind the Numbers: An EMARKETER Podcast

Episode: The Unofficial Monthly Retailer Awards for January: Coach Sims Bags, a Nespresso Store, and More | Reimagining Retail

Date: January 28, 2026
Host: Suzy Deva Kenyon
Guests: Arielle Fager, Rachel Wolf, Sky Canavas

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Episode Overview

This episode of Reimagining Retail unveils EMARKETER’s new “unofficial monthly retailer awards”—the “Umrahs”—spotlighting standout strategies and under-the-radar moves among retailers for January 2026. The awards replace the previous retailer rankings and “committee” format, honoring innovation in three categories:

• Most Impactful Campaign
• Best In Real Life Initiative
• Greatest Under the Radar Move

Analysts Arielle Fager, Rachel Wolf, and principal analyst Sky Canavas each present their nominees in each category, with Suzy as both moderator and judge.

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1. Most Impactful Campaign

Discussed at [01:12–07:14]

Nominees & Analysis

• Arielle: Dr. Pepper’s TikTok Jingle Turned Commercial

  • A TikToker named Romeo posted a catchy Dr. Pepper theme song on December 23rd
  • By January 19th, Dr. Pepper turned it into an official commercial, featuring Romeo
  • Praised for its quick momentum, agile response, and creative fan engagement

  “What a fun way to incorporate fans.” – Arielle [01:47]

  “You don’t often talk about how audio can also go viral … it was a very cute moment.” – Suzy [02:30]

• Rachel: Coach x The Sims In-Game Brand Integration

  • Coach launched branded items in The Sims, moving beyond typical platforms like Roblox or Fortnite
  • Noted as a novel channel to reach a broad, multi-generational audience

  “It’s a great way to reach a huge audience of people, not only younger consumers that Coach has really been going after, but there’s such a wide audience for The Sims that I can really see it doing wonders for their sales.” – Rachel [02:53]

• Sky: Fanatics Launches Fanatics Studio with OBB Media

  • Fanatics launches a content studio (Fanatics Studio) with OBB Media, marrying sports/music entertainment and commerce
  • Example: Bringing Tom Brady out of retirement for a flag football classic in Saudi Arabia
  • Ties to broader trend: brands investing in content to expand reach and drive sales

  “Brands and retailers would be taking greater stakes in media and entertainment content to engage with customers, reach new audiences and ultimately sell more products in a market where it’s a lot harder to stand out.” – Sky [04:03]

Award Winner

Dr. Pepper’s TikTok campaign

• Recognized for its fresh, fast, and unexpected transformation of user content into official advertising

“It’s like they got it, they went with it … it got unveiled during a college cultural moment, which I thought was really cool.” – Suzy [06:32]

“For such a big brand, I think we tend to think about bigger brands having a little less agility … showed that really agile thinking from them.” – Arielle [06:59]

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2. Best In Real Life Initiative

Discussed at [07:14–15:40]

Nominees & Analysis

• Rachel: Nespresso’s NYC Flagship Store

  • Opened recently on Fifth Avenue, NYC
  • Offers multi-sensory mocktail experiences, lounges, masterclasses, and a coffee “speakeasy”
  • Focused on experience over transactions; “a place where you can spend the whole day immersed in everything coffee related” – Rachel [08:08]

  “It’s literally a destination where … they welcome transactions, but it’s not the focal point.” – Suzy [08:59]

  “It really adds to the enjoyment of a product.” – Arielle [14:52]

• Sky: Levi’s Wear Longer Project

  • Workshops teaching high schoolers to repair and repurpose clothing
  • Launched in San Francisco with plans for wider rollout, including Super Bowl activation
  • Aimed at supporting sustainability, appeals directly to Gen Z’s thrifting/DIY trend

  “If they brought something like this into stores, it creates new experiences … it’s not just for transactions. It’s to have experiences and do things together with other people.” – Sky [10:08]

  “A way for them to justify premiumization … you can buy this more expensive pair of jeans, but we’ll give you tools so you can wear it for longer.” – Rachel [11:05]

• Arielle: Albertsons’ In-Store Retail Media Expansion

  • Rolling out in-store advertising to 800+ more stores
  • Launching enhanced measurement for advertisers to track incremental sales
  • Question raised: Will more in-store screens add clutter?

  “Anytime you bring more screens in store, there’s the opportunity for it to feel overwhelming or distracting.” – Arielle [13:38]

Award Winner

Nespresso’s NYC Flagship Store

• Lauded as a genuinely immersive destination, a “departure from the Nespresso stores that I’ve experienced.” – Sky [15:12]
• Combines education, experience, community, and coffee fandom effortlessly

“It’s just like, so nice.” – Suzy [15:09]

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3. Greatest Under the Radar Move

Discussed at [15:40–21:49]

Nominees & Analysis

• Sky: Amazon’s Upgraded Dash Cart for Whole Foods

  • New, lighter, more capacious smart shopping cart with multiple payment options
  • Smarter in-store retail media and less friction than screen-based or stationary display ads

  “Part of unlocking the power of in-store retail media is really going to be with more flex, mobility and connectivity to the customer as they move through the store, rather than static and stationary displays.” – Sky [16:55]

• Arielle: Wild Planet “Small Fish Resolutions” Campaign

  • Placed miniature billboards at street level in San Francisco for New Year’s resolutions
  • Cleverly tied product (sardines, tinned fish) to sustainable lifestyle choices

  “I’m just such a fan of anything that’s comically large or comically small. I just think it’s a unique, fun way to get that message across.” – Arielle [19:06]

• Rachel: Gap Appoints Chief Entertainment Officer

  • Gap creates a new C-suite position to bridge content, entertainment, and commerce
  • Marks organizational commitment to shaping—rather than reacting to—culture

  “A lot of retailers in the past have been more reactive to what’s happening in culture, and now this is an example of a retailer that’s really trying to shape it in a more active way.” – Rachel [20:59]

Award Winner

Gap’s Chief Entertainment Officer

• Recognized as a pivotal signal of how brands must merge commerce with entertainment
• “Fashiontainment” cited as the next wave in retail’s evolution

“It’s an organizational commitment … taking legs and taking shape.” – Suzy [20:39]

“It wasn’t under the radar, but I don’t think it got enough radar.” – Suzy [20:59]

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Notable Quotes & Memorable Moments

• Arielle on Dr. Pepper:
  “Such a fun way of a brand really capitalizing on quick momentum, a social trend, and kind of just a surprise and delight.” [01:47]

• Rachel on Coach x Sims:
  “It’s interesting to see a brand have a video game activation on a platform that is not Roblox or Fortnite.” [02:53]

• Sky on Fanatics:
  “Bringing Tom Brady out of retirement to play in a flag football classic … ultimately selling more sports-related product.” [05:43]

• Rachel’s playful self-tallying:
  “If you’re keeping count, that’s two for Rachel and one for me.” [22:15]

• Sky’s pop culture close:
  “Thanks. I’m definitely going to try to make Fetch happen next time.” [22:47] (Mean Girls reference)

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Episode Flow & Tone

• Fast-paced, friendly, and lively banter among expert analysts
• Playful jabs and pop culture references lighten deep-dive analysis
• The awards format fosters debate on what will actually move the retail needle
• Analytical rigor mixed with genuine enthusiasm for standout ideas and retail trends

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Timestamps for Key Segments

• Intro to the Umrahs: [00:00–01:12]
• Most Impactful Campaign: [01:12–07:14]
• Best In Real Life Initiative: [07:14–15:40]
• Greatest Under the Radar Move: [15:40–21:49]
• Award Recap and Wrap: [21:49–end]

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Final January 2026 Umrah Winners

1. Most Impactful Campaign: Dr. Pepper’s viral TikTok jingle commercial
2. Best In Real Life Initiative: Nespresso’s immersive NYC flagship store
3. Greatest Under the Radar Move: Gap’s Chief Entertainment Officer appointment

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For retail marketers and brand strategists, these Umrah picks offer a pulse on what’s truly resonating—from rapid-fire cultural engagement and sensory retail experiences to strategic, structural shifts toward entertainment.

Transcript

[A]

Creator strategies are reshaping discovery, shopping and video. At the next eMarketer Summit, Creator Trends 2026, hear insights from creators and brands like Gap, Stanley 1913, and Dick's Sporting Goods on commerce and CTV. Join us live February 13th at 11:30 Eastern Time. Hi, everyone. Today is Wednesday, January 28th. Welcome to eMarketers weekly retail show, Reimagining Retail, where we talk about how retail collides with every part of our lives. I'm your host, Suzy Deva Kenyon. On today's episode, we're rolling out something new. It's our unofficial monthly retailer awards, or as our producer and some others are calling it already, the umrahs. They're taking the place of our retailer rankings, which also means we're officially retiring the committee. Thank you for your service committee. You earned the rest. Joining me in the studio, we have Ariel Fager. Hi, Arielle.

[B]

Hi. I'm delighted to be here.

[A]

I'm so excited to have you. Analyst Rachel Wolf.

[C]

Hello. Thanks for having me.

[A]

Thanks for joining us. And dialing in from Texas, we have principal analyst Sky Canavas. Hey, Sky.

[D]

Hey, everyone.

[A]

Okay, so how this works is that each month we're going to hand out our Umrah awards to the retailers we think really nailed it in three key categories. Most impactful campaign, Best in real life initiative, and the greatest under the radar move. Ariel, Rachel, and Sky each brought a nominee for January, and I'll get to pick the winner based on how convincing their case is. So let's get started. Award one, most impactful campaign. This is the marketing idea that broke through. The noise that resonated was memorable high performance. And the nominees are. Arielle, I'm starting with you.

[B]

Ooh, exciting. So my nominee is Dr. Pepper for a TikTok jingle turned commercial. So back on December 23rd, a TikToker named Romeo shared a video where she is like, hey, Dr. Pepper, I've got a theme song for you. And she sang this really cute little, little song. And then on January 19, Dr. Pepper unveiled official commercial with that jingle. Obviously, they worked with Romeo to create it. And I think it's just such a fun way of a brand really capitalizing on quick momentum, a social trend, and kind of just a surprise and delight. What a fun way to incorporate fans.

[A]

I love this one. I love because we don't often talk about how audio can also go viral. It was a very cute moment. Next up, Rachel, what's yours?

[C]

So the one that caught my attention this month was Coach teaming up with the Sims to offer players branded in game items and wearables. And you know, there are a few reasons this caught my eye. One is that as a recovered Sims addict, I'm very interested in something I.

[B]

Didn'T know about you, Rachel.

[C]

In any new content drops. But also I think it's interesting to see a brand have a video game activation on a platform that is not Roblox or Fortnite. So that's one differentiator. And I just think it's a great way to reach a whole a huge audience of people, not only younger consumers that Coach has really been going after, but there's such a wide audience for the Sims that I can really see it doing wonders for their sales.

[A]

As a non gamer gamer, I had to look up the Sims. So now I'm devastated that I might start playing a new game.

[D]

I'm also a non gamer gamer, but every time I hear about the Sims I'm like, wow, that's still around. Because it seems very old. It seems like 20 years old now.

[C]

So, you know, it evolves, I guess.

[A]

Well, and the thing about Coach, which I thought was cool, is that they're staying true court to their own course around gaming, but they're expanding that footprint into a place that for some of us is net new. Or maybe Sky. We're not the generation that's on it anymore, I'm not sure. Um, but it is really interesting to see how they're using customization in a new way. Sky, who's your nominee?

[D]

Okay, so my nominee is Fanatics for the launch of Fanatics Studio, which actually ties into one of our big 2025 retail trends. And of course trends don't have expiration dates. They don' just last a year. So they continue to build and grow. Fanatics is launching a content studio in partnership with OBB Media, which I know them best for, producing Sabrina Carpenter's very nonsense Christmas in 2024. And this past holiday season they did kiss or Kim's Ms. Kim Kardashian's TikTok live streaming special, which was also very commerce oriented. So this really brings together brands, retail and content to drive commerce ultimately in really creative ways because our big trend was that these brands and retailers would be taking greater stakes in media and entertainment content to engage with customers, reach new audiences and ultimately sell more products in a market where it's a lot harder to stand out. And of course, by partnering with OBB Media, they're working with a company that has a lot of deep expertise in sectors with a lot of fan engagement, namely sports and music and One of the. One of the big things I think they're doing is tapping into audiences for new sports as well. So they're bringing Tom Brady out of retirement to play in a flag football classic. Yeah. That's taking place in Saudi Arabia, which is a huge destination for more sports audiences and sports content and ultimately selling more sports related product.

[A]

Merch.

[D]

Merch.

[A]

Well, it's fascinating that they're like, figuring out a way to own culture in such a seamless way and to own every touch point around fandom, including the merch, which is their original.

[D]

And they'll. They'll gain revenues from the content, from their licensing and distribution agreements, from the ip, as well as from the merchandise that they then create based on the content that they're producing. So. So I think it's really creative and part of the much bigger trend of how brands need to work harder and more creatively to stand out.

[A]

I love this. I love all of these. For our most impactful campaign, which as our first award, we had Dr. Pepper coach and fanatics and you guys, this was really hard for me. Do I tell you now who I think wins?

[B]

Yeah, tell us now.

[C]

Yeah.

[A]

Is there a drum roll? I think for me, I was the Dr. Pepper one because it's like so new and it's leaning into the cultural moments and we don't see this happening so often in the exact order that it happened in. And it's like they got it, they went with it. There was a slight pause, so the audience didn't really know what was going to happen. And then it got unveiled during a college cultural moment, which I thought was really cool.

[B]

And also for such a big brand, I think we tend to think about bigger brands having a little less agility when it comes to, like, capitalizing on, you know, pop culture moments. So I think it showed kind of that really agile thinking from them.

[A]

I'm sold. The other ones are cool too, but I'm just. Okay. Award number two, best in real life initiatives. The in real life move that got people off their screens and into stores, creating an experience worth checking out. So the nominees are. Rachel, I'm starting with you.

[C]

Okay. So my nominee is Nespresso's newest New York City flagship. And I will caveat by saying that this technically opened at the end of last year, but it happened after our previous rankings episode, so it didn't make the cut.

[B]

Still counts.

[C]

Yeah, it still counts and it looks really cool.

[A]

Have you been?

[C]

I haven't been.

[A]

I've been.

[C]

Oh, have you?

[A]

Yes. Can you guess who's gonna win. It's amazing.

[C]

Yeah, it's got a coffee.

[A]

It's rigged.

[C]

It's rigged.

[D]

Suzy likes coffee.

[A]

The whole thing. Wait. Wait till you hear more about this story. It's truly amazing.

[C]

I just want to. They have a multi sensory mocktail experience. This is quoting their press release and I have to say that that sounds pretty amazing. You can hang out in their lounge. You can test out all of these different nespresso machines and learn some coffee skills. They have a coffee theater with where you can attend master classes. And it really just is a place where you can go and spend the whole day immersed in everything coffee related.

[A]

They are not exaggerating. It is pretty big for a fifth Avenue store. There's education, there are couches. I went for an event, so it was a little bit different, but there are like these tactile things where you can pump to see the smell and it's describing. It's like just amazing. And downstairs, did you talk about the bar?

[C]

So they have the coffee speakeasy with exclusive drinks. I think they swap them out throughout the year so it gives people more reasons to go in.

[A]

It's like literally a destination where I think they welcome transactions, but it's not the focal point.

[C]

Yeah, I think it's just a great example of what retailers can do with physical retail and also what they increasingly need to do to stand out in a very competitive and tough landscape.

[A]

I love that one. Up next, we have Sky. I'm going to caveat that this one got nominated by many people in many different categories. So I also wonder if this might be the winner.

[D]

I don't know. Coffee immersive experiences are going to be tough to follow as a. As an espresso loyalist who insists on fresh cup of coffee by just pushing a button in the morning before I'm barely awake.

[A]

Imagine speakeasy.

[D]

I want to go live there now. So my pick is Levi's with the Wear Longer project, which is an educational initiative for high school students students to teach them how to repair or repurpose clothing that they already own. And they launched this with a workshop in San Francisco at one of their innovation labs. And they're going to do additional ones throughout the year along with activations during super bowl weekend, which is coming up. And so we know that Gen Z loves thrifting and secondhand clothing and DIY projects. So this brings all of them together. Levi's actually based this on, I think, some of their own survey research that they had done, which found that a lot of Gen Z doesn't know how to do basic repair. So it's really focused on basic things like sewing buttons, on repairing tears, hemming items. And I think if they brought something like this into stores, like expanding it further, it could really be one of those things. It brings people into stores, it creates new experiences. I know that other stores are doing, like I saw that Michaels is doing patch bars now. So that's the kind of thing that I think will really appeal to younger consumers. They want to go to stores. But as Rachel said, it's not just for transactions. It's to have experiences and do things together with other people.

[C]

One thing I thought was really interesting about the Levi's project is that it also kind of is a way for them to justify premiumization. Right. If you can make the case that you can buy this more expensive pair of jeans, but we will give you the tools so that you can wear it for longer. You know, I think that really supports that. Push that.

[A]

And also trust. Right. Like you can trust me that I'm giving you something great and I stand by it, and I'm going to show you how to fix it yourself.

[D]

Yeah. And they're also offering resources for high schools that work with this platform to help teach students in schools as well, which is when I think about how I learned these basic tasks. I had sewing in junior high school and I made a pair of denim overalls.

[B]

Oh, I want to see that.

[A]

That's awesome. Arielle, I know you had this one on your list, too. Anything to add on?

[B]

I did. I really like this one. I think it's. It's a good example of a brand kind of doing good while also, like, being able to. To, you know, do brand marketing, I think you can do both. And as someone who unfortunately, I did have home EC in middle school, but somehow didn't retain any of it, I could certainly use some of this.

[A]

I mean, it is really cool. And if all of this isn't enough on the sustainability and trust building, they're doing activations during the super bowl, which I think is also really clever. Arielle, what do you have then instead?

[B]

So I cheated a little bit. So mine is less about bringing consumers in store. Although I think this could, when done right, absolutely do that and more about bringing advertisers in store. So I love to talk about retail media. And so my nominee is Albert for kind of the two pronged approach. They're bringing more in store advertising to about 800 additional stores this year. And in addition, they're launching a measurement capability that helps advertisers measure incremental sales in store, which is something that is kind of hard to do and something that I think in store retail media has had a little bit of a challenge with advertisers needing to prove its value. So I think with this, I think Albert Sins will then bring more advertisers in store and then also which will bring more customers in store and have a better in store experience.

[A]

I mean, I'm cool with small cheat. Yes. I always do those kinds of things, so that doesn't worry me at all. The one thing I'm a little bit. And we spent a lot of time talking about this last week, but what I'm a little bit concerned about is can it become too much clutter?

[B]

I think it absolutely is possible. And I think that, you know, Albertsons, I think, has been on the forefront specifically of measurement, and I trust that they are trying to do this with the customer experience in mind. So, you know, obviously anytime you bring more screens in store, there's the opportunity for it to feel overwhelming or distracting. But, you know, that's kind of why I'm so interested in this because I'm really excited to see how it can. It can work out.

[A]

Well, yeah, I mean, we were talking about that sky and I earlier this week around, or maybe it was last week. Skye and I were talking about that last week around ChatGPT bringing in advertisers. Right. And Amazon did it too. And I think if people understand that there are going to be ads, then they're sort of more accepting of it.

[D]

And somehow the Europeans survive with a lot more digital screens in their supermarkets. Exactly. And we don't think it affects their quality of life or quality of shopping experience. Experience.

[A]

That is very true. So then with that, the Best in Real Life initiative goes to.

[D]

Thank you.

[A]

The Nespresso store surprise also in parentheses. I'm trying to get them to come on the pod.

[B]

It does sound very cool. And actually, when you were talking about it, Rachel, it made me think of a, you know, a brewery or something. You know, amazing, this experience where you're smelling and tasting and learning about how it's made and I think really adds to, you know, the enjoyment of a product.

[A]

And it's like Wi fi and coffee tables and it's just like, so nice.

[D]

And it's such a departure from the Nespresso stores that I've experienced. The one here in Austin is pretty small. It's smaller than the one I've been to on Madison Avenue, where it is a little bit narrow and I went to one in Europe once and it was like a giant waiting room. I think people took tickets and they sat down to get their coffee because it's so popular there. It was very, a lot more transactional. So I fully celebrate the immersive coffee experience.

[A]

I love it. So on to award number three, greatest under the radar move for the month. This is the smart play that didn't make the headlines, but quietly move that business forward. And the nominees are. Sky. I'm starting with you.

[D]

Sure. And this one, I guess follows on nicely from Ariel's retail media oriented pick because it also has a retail media angle. And this is Amazon is upgrading the dash cart. So they have these smart carts that they've started rolling out in whole food stores and they've introduced a refreshed, lighter, more capacious version that can take more payment options. And I think it's a really savvy move as a, as the prices of this kind of technology come down and they're able to roll them out in stores because we talk about those challenges to retail media and digitizing the stores through screens. And I'm racking my brain trying to remember where I read this, but I recently an article talking about that challenge of screens in terms of creating bottlenecks in stores if you get people crowding around screens. I saw Sam's Club also recently had some announcements about refreshing their sample dispensing kiosks which can also create lines and crowds around them while you wait for the sample to be dispensed while you watch a commercial for a product. So I think part of unlocking the power of in store retail media is really going to be with more flex, mobility and connectivity to the customer as they move through the store, rather than a static and stationary displays or ad tech that is apart from the customer. So mobile phones and retailer shopping apps are a great way to do this when people are looking at their phones in stores. And I think the cart is also very savvy and you can easily measure displaying an ad or offer on the screen and whether a product goes into the cart or when it goes into a cart at some point later.

[A]

And so this is also really good in terms of removing some of the friction from the original cart. Right. And making it that much easier. So on the retail media front, amazing. But on the consumer front it might also just make for a better experience.

[D]

Right. If you can actually fit your whole shopping trip into the cart, that kind of matters.

[A]

Well, at a whole Foods I think you're probably not doing a big Haul. Cool. Not a small company, but definitely a small move that was under the radar for the better. Ariel, what do you have?

[B]

Speaking of small, I have to team myself up. So my pick is a company called Wild Planet, and they did this campaign called Small Fish Resolutions. And it's a New Year's resolution campaign, which by itself isn't necessarily new or exciting, but they installed tiny billboards that are a 64th of the scale of real billboards all around San Francisco at street level. And the idea, you know, behind the campaign is small choices, like eating, quote, lower on the food chain, like sardines or, you know, tinned fish can add up to more sustainable, you know, consequences and better health. And I mean, I'm just such a fan of anything that's comically large or comically small. And I just think it's a unique, fun way to get that message across. And I really liked it.

[A]

It is very cute. You guys go check it out. But my question to you is, had you ever heard of Wild Planet?

[B]

I have, actually. I'm probably a unique person because I have worked. I used to work in specialty food, so I am familiar with some of these. But tinned fish, you know, is a. Is a pretty big trend. You know, it's grown a lot. So I do think this is a great way for them to get their name out there, you know, and build awareness.

[A]

I mean, it's definitely clever.

[B]

Yeah, it's fun.

[A]

Definitely.

[D]

I know the name and I just remembered that I received a sample of their tuna. It's still in my pantry because I'm not a big canned fish eater. And.

[B]

Yeah, gotta try it for the pod now, you know.

[D]

Okay. Yeah, I will.

[A]

Let us know what you think.

[C]

Our next episode, sponsored by Wild Planet.

[B]

Yes, they can sponsor us. It's okay.

[A]

Rachel, who do you have?

[C]

So my under the radar move is Gap hiring a chief entertainment officer. And I will admit that maybe this is not the most under the radar if there was a Bloomberg article about it. But I do think that it's super interesting. And really this builds on sky, what you were talking about before, about this merging of content and commerce and entertainment and how retailers are really having to lean into this to stay relevant. And I think it's notable that Gap created an entirely new role entirely for that purpose. And I think, you know, talking about trends that we're going to see over the next year, I think this is definitely something that we're going to see. More brands, especially in the apparel space, have to do to stay relevant.

[A]

It's interesting because you're right, it's not. It wasn't so under the radar. But what I do think is under the radar, it's this idea around. It's an organizational commitment that we were trying to talk about in 2025 that is starting to. Like you were saying before sky, it's taking legs and taking shape.

[C]

I think the difference is that, you know, I think a lot of retailers in the past have been more reactive to what's happening in culture, and now this is an example of retailer that's really trying to shape it in a.

[A]

More active way, especially as we think about creators. And the Dr. Pepper example, you know, it's a way for them to scale cultural moments in a different way. It is fascinating. And the winner is Gap, because I do think there's something around fashiontainment, as it has been billed, that is really going to change the way all the different players and channels come together. And it wasn't under the radar, but I don't think it got enough radar.

[C]

Yeah, I think people were more focused on, oh, here they're doing something entertainment related as opposed to thinking about. Here are the implications of what that move.

[D]

Move means.

[C]

Yeah, the industry.

[B]

I think it's a really interesting move. I think it's a smart move, and I'm. I'm sure that other brands will follow suit.

[A]

Those are all our awards. Thank you so much for joining us. So the first award was most impactful campaign. Dr. Pepper was the winner. Best in Real Life Initiative, the Nespresso store on Fifth Avenue in New York City. And Greatest under the Radar move, which was Gap and their new structural change.

[B]

If you're keeping count, that's two for Rachel and one for me.

[A]

She did none for Sky.

[B]

Canavas. That was a Glen Coco reference. Just FYI from Mean Girls. No. Okay, sorry. I wasn't trying to be mean.

[A]

It didn't even sound mean.

[D]

Okay, good.

[A]

That's all the time we have for today. Thank you, Ariel.

[B]

Thank you, Suzy.

[A]

This is fun. Thanks, Rachel.

[B]

Thanks, Susie.

[A]

And thanks, Sky.

[D]

Thanks. I'm definitely going to try to make Fetch happen next time.

[A]

And thank you to the team who edits the podcast and, of course, our listeners. Please leave a rating or review and remember to subscribe. I'll see you next Wednesday for more reimagining retail. And I'll be back with the Umrahs at the end of the month of February. And on Friday, you can join Marcus for another episode of behind the Numbers.