Brave Commerce: Perfetti Van Melle’s Sylvia Buxton on Reinventing Impulse Marketing for the Digital Age

Episode Release Date: April 29, 2025

In this insightful episode of Brave Commerce, hosts Rachel Tippograph, Founder & CEO of MikMak, and Sarah Hofstadter, President of Profitero, are joined by Sylvia Buxton, President and CEO of Perfetti Van Melle’s Business Unit Americas. The conversation delves deep into the evolving landscape of eCommerce, focusing on the transformation of impulse marketing in the digital era. Below is a comprehensive summary capturing the key discussions, insights, and conclusions from the episode.

1. Introduction to Impulse Marketing in the Digital Age

Timestamp: 02:16

Rachel and Sarah introduce Sylvia Buxton, highlighting her extensive experience in the confectionery sector and her role in steering Perfetti Van Melle through the rapidly changing eCommerce environment. Sylvia emphasizes the enduring core principles of marketing—such as having a differentiated brand promise and guiding consumers through the purchase funnel—from awareness to acquisition. However, she notes that the digital revolution has significantly altered how these principles are applied.

Sylvia Buxton [05:38]:
"Great marketing is still based on the same core principles. You need to have a differentiated and motivating brand promise and you need to move consumers through the purchase funnel, all the way from awareness through to purchase."

2. Evolution of Media Planning and Consumer Targeting

Timestamp: 06:34

Sylvia discusses the dramatic shift from traditional media channels like television and radio to a fragmented digital landscape. This evolution has made it both easier and more challenging to reach consumers. Digital platforms offer precise targeting based on demographics and consumer behavior, but the sheer volume of channels complicates the effective allocation of media budgets.

Sylvia Buxton [07:14]:
"It's easier in that you can really specifically target consumers in the digital space... But it's harder in that because of that fragmented media landscape, it's really hard and much more complicated to figure out how to apply all your media dollars against the right approach."

3. Reinventing Impulse Marketing for Online and Offline Retail

Timestamp: 09:23

The conversation shifts to the specifics of impulse marketing within both eCommerce and brick-and-mortar settings. Sylvia shares how Perfetti Van Melle has successfully adapted traditional in-store impulse strategies to the digital realm. She cites the example of their latest digital campaign for Mentos in Fortnite, where virtual "Mentos fazookas" engage millions of players, thereby maintaining top-of-mind awareness and driving brand engagement.

Sylvia Buxton [10:45]:
"We have to have the virtual equivalent of merchandising in the digital space in order to be top of mind when you're shopping either in the eCommerce space or in the real world."

4. Trade Spend vs. Marketing Spend in the P&L

Timestamp: 15:14

Rachel probes Sylvia on the strategic placement of retail media within the Profit and Loss (P&L) statement. Sylvia explains the blurred lines between trade spend and marketing spend, emphasizing the importance of linking expenses to customer plans and distinguishing between short-term incentives and long-term brand building. She advocates for consistency in financial reporting and clear communication within teams to effectively manage these expenditures.

Sylvia Buxton [16:20]:
"From a brand perspective, honestly, there's kind of no real right answer in terms of where you put it... The most important thing from the finance people's perspective is just to be consistent and to figure out the rules of the game and then follow them."

5. Impact of GLP1 on Consumer Behavior in Confectionery

Timestamp: 19:22

The discussion turns to the emerging trend of GLP1 weight loss drugs and their influence on consumer purchasing habits. Sylvia references a study by Circana, noting that while these drugs initially lead to healthier food purchases, there is a slight decrease in their usage over time. Interestingly, she highlights a positive outcome for the confectionery sector: the side effect of dry mouth from GLP1 medications has increased the demand for gum and mints, benefiting brands like Mentos and Trident.

Sylvia Buxton [20:30]:
"One of the side effects of taking these GLP1 drugs is a dry mouth. Therefore, the purchase habits of things like gum and mints actually are on the rise as a result of some of those consumers that are experiencing those side effects."

6. Navigating External Challenges and Leveraging Opportunities

Timestamp: 23:15

Sylvia adopts an optimistic perspective on the challenges facing the confectionery industry, such as rising cacao costs and tariffs. She credits innovation and creativity in marketing for turning potential headwinds into opportunities. By staying adaptable and proactive, Perfetti Van Melle continues to thrive despite external pressures.

Sylvia Buxton [23:54]:
"That's why we are all innovative and creative marketers and business people. We have to think about new ways to get around some of these challenges and maybe turn the headwinds into tailwinds if we can."

7. Personal Insights and the Importance of Bold Moves

Timestamp: 24:13

In a segment highlighting personal growth and bravery, Sylvia shares her experience of relocating from Canada to the United States to advance her career. She emphasizes the importance of overcoming fear and embracing change to achieve professional and personal development.

Sylvia Buxton [25:00]:
"One thing I like to say to everyone that I meet is dare to succeed."

8. Concluding Thoughts and Final Reflections

Timestamp: 26:16

The episode concludes with Rachel and Sarah expressing their appreciation for Sylvia's insights. They encourage listeners to explore other episodes featuring industry leaders, reinforcing the podcast's mission to provide valuable eCommerce strategies and perspectives.

Key Takeaways:

• Digital Transformation: The shift from traditional to digital media requires brands to adapt their marketing strategies to maintain consumer engagement and impulse purchases.

• Targeted Marketing: Digital platforms offer precise targeting capabilities, but managing a fragmented media environment demands strategic allocation of resources.

• Innovative Campaigns: Engaging consumers through interactive digital experiences, such as in-game advertising, can enhance brand visibility and consumer interaction.

• Financial Strategy: Clear differentiation and consistent reporting of trade spend and marketing spend are crucial for effective budget management and accountability.

• Consumer Behavior Adaptation: Understanding and leveraging changes in consumer behavior, such as those influenced by GLP1 drugs, can create new opportunities for growth.

• Adaptability and Creativity: Overcoming external challenges through innovation and strategic thinking is essential for sustained success in the eCommerce landscape.

Notable Quotes:

• Sylvia Buxton [05:38]:
  "Great marketing is still based on the same core principles. You need to have a differentiated and motivating brand promise and you need to move consumers through the purchase funnel, all the way from awareness through to purchase."

• Sylvia Buxton [10:45]:
  "We have to have the virtual equivalent of merchandising in the digital space in order to be top of mind when you're shopping either in the eCommerce space or in the real world."

• Sylvia Buxton [20:30]:
  "One of the side effects of taking these GLP1 drugs is a dry mouth. Therefore, the purchase habits of things like gum and mints actually are on the rise as a result of some of those consumers that are experiencing those side effects."

• Sylvia Buxton [25:00]:
  "One thing I like to say to everyone that I meet is dare to succeed."

Conclusion

This episode of Brave Commerce offers a wealth of knowledge on navigating the complexities of impulse marketing within the digital age. Sylvia Buxton’s expertise provides listeners with actionable strategies and a forward-thinking mindset essential for thriving in today’s dynamic eCommerce environment. Whether you're a seasoned marketer or new to the field, the insights shared in this conversation are invaluable for driving brand success and consumer engagement.