🍨 “Creamaxxing” — David’s CEO on ice cream. Coors Banquet’s beer pop. AI’s sticker shock. +Spelling Bee $$$

Summary

Podcast Summary: The Best One Yet

Episode Title: “Creamaxxing” — David’s CEO on ice cream. Coors Banquet’s beer pop. AI’s sticker shock. +Spelling Bee $$$
Hosts: Jack Crivici-Kramer & Nick Martell
Date: June 1, 2026
Description: This episode covers the surging popularity of Coors Banquet beer among Gen Z, the "sticker shock" companies are experiencing with high AI costs, and an interview with Peter Rahal (CEO of David Protein) about the brand’s new ice cream launch, including the creative marketing behind it. The hosts also touch on the Scripps Spelling Bee’s business-relevant words and the record-breaking prices at the upcoming NBA Finals.

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Episode Overview

The hosts bring their usual energetic, witty, and conversational style as they break down three main business stories:

1. Coors Banquet beer’s sudden appeal to Gen Z during an era of declining alcohol consumption.
2. The end of “token maxing” in AI, as companies confront the very real costs of large-scale artificial intelligence (“AI sticker shock”).
3. The launch of David Protein’s new ice cream, featuring a live interview with CEO Peter Rahal on innovation, influencer marketing, and brand strategy.

Memorable asides include fun facts about the Scripps National Spelling Bee, pop culture references, and actionable business takeaways.

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Key Topics & Discussion Points

1. Coors Banquet: The Cowboy Core Revival

[05:48-09:39]

• Coors Banquet Beer is gaining traction with Gen Z despite a cultural push towards sobriety and health-conscious choices.
• Heritage and Authenticity: Instead of pivoting to meet modern trends, Coors leans into its cowboy, old-school legacy (“The Banquet beer trades temperature for time...remind you how old they are.” – Jack, [06:45]).
• Key marketing moves:
  • Collaborations with Wrangler Denim and product placement on TV’s "Yellowstone" (the “boomer TV series” beloved by many).
  • Social media and site branding evoke cowboy imagery (bottles opened with cowboy boot spurs).
• Data & Trends:
  • Gen Z sales up 31% ([07:40]).
  • Western-themed parties up, cowboy boots searches on Depop up 85%, and Coors Banquet merch sales up 150% ([09:02], [09:14], [09:19]).
• Main Takeaway:
  • “Coors didn’t chase the times, the times chased it.” (Jack, [08:37])
  • Embracing tradition and brand age attracts a new audience when it aligns with trending aesthetics.

2. AI Token Maxing & Sticker Shock

[09:54-14:28]

• Background:
  • Until recently, companies encouraged indiscriminate AI use—rewarding employees for maximizing “tokens,” the unit by which AI models charge computational use.
  • “Amazon had a leaderboard...like it was a golf tournament.” (Nick, [10:18])
  • Employees created AIs that did meaningless tasks just to increase usage stats (“crunch the spreadsheets while you’re sleeping in the bedsheets” – Jack, [11:05]).
• Problem Emerges:
  • Massive AI bills come in (“Uber COO confirmed they used up their annual token budget in just four months.” – Jack, [11:41])
  • An anonymous company spent $500 million on AI in a single month ([11:48]).
  • Realization hits: “AI isn’t an unlimited resource like AIR is. AI is really expensive.” (Jack, [12:18])
  • Companies (Amazon, Microsoft) begin cutting wasteful or unproductive AI spending.
• Stock Market Context:
  • AI-driven demand is why chip stocks (Dell, Micron, semiconductor ETFs) have soared ([13:33]). But without results, tech bubbles may pop.
• Main Takeaway:
  • “Show me the money. No, no, no, no. Show me the results.” (Jack, [13:22])
  • Companies are shifting from AI euphoria to accountability—AI must deliver measurable ROI, not just buzz.

3. David Protein’s Ice Cream Launch & The Power of “Breadcrumb” Marketing

[16:48-23:49]

• Guest: Peter Rahal, founder/CEO of David Protein (and previously RXBar).
• Product:
  • High-protein, low-sugar ice cream (“Our ice cream only has 2 grams of sugar per serving,” Peter, [17:44]).
  • Leverages rare sugar allulose (“tastes like sucrose”).
  • Expands “occasions” for eating ice cream—possibly post-gym or even breakfast.
• Marketing Genius:
  • Months of “breadcrumbing” (deliberately leaking hints, influencer moments, paparazzi snaps).
  • “Were you behind all that?” (Nick, [20:24]); Peter: “We were behind most of everything. ... There’s different ways to bring a product to market. You can do surprise, or you can tease it a little bit.” ([20:37])
  • The viral image of Bella Hadid feeding another model on a yacht: “Did you tip off the paparazzi?” “No, we just sent her product.” (Peter, [21:27], [21:36])
  • Playful branding (muscle-bound cow trucks, bold graphics).
• Business Model:
  • Not a stunt; ice cream is a serious long-term revenue play (“This one, I think, will be financially more impactful than the fish business [David’s prior launch]” – Peter, [19:27]).
  • Corporate muse: Mars, notably for its culture, rather than just its chocolate (“The corporate muse is probably Mars ... more because of their culture. ... a combination of art and science.” – Peter, [22:15], [23:24]).
• Potential Future Products:
  • Teases “more chocolate” and possible pet products (“Puppuccinos,” [22:45]).
  • IPO? Not soon ("It would be Medici, because that's actually the parent company." – Peter, [23:06])
• Key Quote:
  • “Marketing’s what you pay for. Publicity’s what you pray for.” (Nick, [24:45])

Spelling Bee, NBA Finals, & Other News

[01:32-02:59, 24:52-26:39]

• Spelling Bee:
  • Noting the business-y origins of winning words (“condominium,” “marocain,” “nouveau riche,” “bromocriptine”).
  • The 2026 Bee-winning word: “bromocriptine” ([26:39]).
  • “Marketing’s what you pay for. Publicity’s what you pray for.” (Nick, [24:45])
• NBA Finals Pricing:
  • Record-setting ticket sales: “A pair of courtside tickets...$279,804.” (Nick, [25:08])
  • “That is $4663 per expected minute of game time.” (Jack, [25:16])
• Other Business Stories (Quick Hits):
  • Dell has a blowout year (+292%) in part due to AI demand ([25:36]).
  • Costco sees all-time gas sales by leveraging “Kirk Premium”—exclusive lower prices for members ([26:14]).

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Notable Quotes

• "Coors didn’t chase the times, the times chased it." – Jack, [08:37]
• "AI isn’t an unlimited resource like AIR is. AI is really expensive." – Jack, [12:18]
• "Show me the money. No, no, no, no. Show me the results." – Jack, [13:22]
• "Marketing’s what you pay for. Publicity’s what you pray for." – Nick, [24:45]
• "Our ice cream only has 2 grams of sugar per serving." – Peter Rahal, [17:44]
• "We were behind most of everything...There’s different ways to bring a product to market." – Peter, [20:37]
• "The corporate muse is probably Mars...more because of their culture." – Peter, [22:15]
• "B R O M O C R I P T I N E." (How to spell the winning spelling bee word) – Jack, [27:08]

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Timestamps: Important Segments

• Coors Banquet story: [05:48–09:39]
• AI “sticker shock”: [09:54–14:28]
• David Protein ice cream & Peter Rahal interview: [16:48–23:49]
• Spelling Bee/business word fun: [01:32–02:59], [26:39–27:13]
• NBA Finals ticket prices: [24:52–25:31]

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Episode Takeaways

1. “Coors Banquet’s old-school branding is in—Gen Z is drawn to authentic, non-try-hard heritage.”
2. “AI’s token maxing is over; now it’s about real results, not just activity or hype.”
3. “Smart, creative marketing—including ‘breadcrumbing’ and influencer moments—can turn a functional product launch into a cultural event.”

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This summary skips all intros, ads, and non-content banter for a focused, engaging, and timestamped guide to the episode’s most valuable insights.

Transcript

[A]

This is Nick, this is Jack. Welcome back. It's Monday, June 1st, and today's pod is the best one yet. This is a T boy.

[B]

The top three pop business news stories you need to know today.

[A]

Besties, in case you were out last week, we dropped a biggie. We gotta catch you up quick.

[B]

We announced the three final cities of the T Boy IPO tour. Our in person offering our live shows.

[A]

September 23rd, palace of Fine Arts, San Francisco, baby.

[B]

October 14th, City Winery in Boston.

[A]

And rounding it out, November 4th at the Showbox in Seattle. Seattle. What a venue, man.

[B]

Grab your tickets now. We got the link in the episode description and we'll see you there.

[A]

Got a rock show of business news, but yeah, we got three fantastic stories to kick off the month. What do we got on the T

[B]

boy for our first story? One beer brand is defying the sobriety surge right now. And it's the oldest beer brand.

[A]

Coors banquet beer is up 31% on Gen Z cowboys.

[B]

For our second story, token maxing is over. A new era of AI has arrived.

[A]

Oh, boy.

[B]

Sticker shock. Sticker shock.

[A]

Companies are downgrading those Claude subscriptions because the ROI ain't there. Token maxing, your receipt maxing.

[B]

And our third and final story. Remember last week we followed the marketing breadcrumbs and we guessed what David Barr's next product was.

[A]

Jack. We guessed it was ice cream. And we were right. Right.

[B]

And today, the David founder, Peter hall, is telling us how he got Bella Hadid to spoon feed his ice cream to another supermom on a yacht and

[A]

somehow maybe get the paparazzi involved.

[B]

But yetis, before we hit that wonderful mix of stories.

[A]

Love the mix, Jack. No one else doing that mix.

[B]

C O N G R A T

[A]

S to the winner of the spelling bee.

[B]

The 98th Scripps National Spelling Bee is officially in the books.

[A]

Literally. 247 spellers, 3,827 words, six vowels, and one 14 year old winner.

[B]

But plot twist. Nick and I noticed that this year's spelling tournament had Wall street vibes.

[A]

We dove in T boy style. Turns out all the big spelling bee words kind of go back to business.

[B]

The winning word in 1956 was condominium.

[A]

Condominium. Jack, can you use it in a sentence for us?

[B]

I love my condominium, but I hate the HOF.

[A]

Okay, the winning word back in 2018, it was Marukane.

[B]

It's a proper noun of Arabic origin. It's an ancient luxury fabric that was once used as currency.

[A]

Hey, you sound pretty confident there can you spell the word though, Jack.

[B]

Can you say it again?

[A]

Okay. Marrocaine.

[B]

M A U R A.

[A]

Okay, and next up, the big spelling B word this year was actually nouveau.

[B]

As in she got engaged to aloe Y. Cause she's nouveau richer.

[A]

Can you spell that one though, Jack?

[B]

That means new rich, right? Nouveau richer.

[A]

Yeah, yeah, yeah.

[B]

Okay, nouveau. I think it's N E U E.

[A]

And finally, the winning word of this year was actually a pharmaceutical product.

[B]

Dude, every time you interrupt me with a buzzer, I just can't stop laughing.

[A]

You know what? I kind of love it too. But besties, it ain't thytastrophal. The winning word this year was bromocratine.

[B]

The 14 year old spelled bromocreatine correctly.

[A]

Yeah, and won it all we can. So Nessie's our T boy trivia for you today. How do you spell the word bromocratine?

[B]

If you want me to say it in a sentence, I can't.

[A]

Alright, Jack, I think it's B R O M A. Drop your guess in the comments and we'll tell you the answer at the end of the file. Fifteen years before this song, two boys from the northeast met in the dorm. They had an idea to cause a cultural storm. It's the best one yet. But the best is the norm. Jack. Nick, that's it. I don't even think they need to practice. 50%, that's a fat tip. T boy city on your at list. If you know, you know. Cause we read to go. We can't wait no more. So just start the show. Start the show. First, a quick word from our sponsor,

[B]

Beero premium non alcoholic beer.

[A]

Alright. Yet he's a little behind the scenes here. Before our New York City live show back in April, Jack and I went sober for two weeks. True story.

[B]

Couldn't risk getting sick. I didn't want to be groggy. I couldn't afford a hangover. It was New York, baby.

[A]

Okay, but Jack, celebrating the wins is what we do. And so for our live shows we crack open something special.

[B]

So we drank beer O the premium non alcoholic beer brand co founded by Tom Holland.

[A]

Yeah, actually first saw it at my grocery store. Delicious. Tastes like a celebration. Feels fantastic and looks legit. More on the looks in a sec.

[B]

And if it's good enough for the actor who played Spider man, it's good enough for us.

[A]

You see it pairs well with the pickleball game of profitable earnings report or with the best podcast.

[B]

So yetis, if you wanna celebrate the wins with all the taste of A premium lager or ipa, but none of the alcohol. There's no better choice than beer.

[A]

Okay, pause the pod. Did we mention the can is straight up gold? This thing will stand out at every one of your next parties. Trust us, we've done it.

[B]

Only beer we know that actually upgrades the scene like a promotion.

[A]

So Basties, if there's. When you're celebrating every day, Bureau is the non alcoholic brew brand you gotta bring.

[B]

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[A]

For our first story. Despite this sobriety situation, the oldest Coors beer Banquet beer is surging with America's youngest drinkers.

[B]

And it shows that if heritage brands are patient, marketing comes back to them.

[A]

But Jack, you know you were an economics major, interpretive dance minor, also German double minor. Can you sprinkle on some context to

[B]

start off the story, please? Okay, just to fact check your resume, I was an econ and German double major. Okay. And I study abroad in Berlin. And Coors Brewing company is so old, it was founded by German immigrants before Germany was called Germany.

[A]

You gotta explain that more, Jack.

[B]

It was founded in 1873 by a guy born in Prussia, not Germany. Prussia. That's right, because Coors is 153 years old.

[A]

Coors, they beat Budweiser by three years.

[B]

Coors light reminds you in every commercial during every NBA game that they're cold brewed in the Rockies.

[A]

Code blue Coors. The Banquet beer trades temperature for time and they remind you how old they are.

[B]

And on Friday, Coors collabed for the third time with Wrangler Denim company And then on the same day, they sponsored the newest music video of Chase Rice, the country singer.

[A]

Jack, I'm putting it together. Are you feeling what the message is here?

[B]

Coors Banquet is such an old beer. It's a cowboys beer.

[A]

They're basically saying AI can't lasso its chaps around a bowl, but we can.

[B]

But you're not going to believe who is eating this OG cowboy brand. Messaging up Gen Z is.

[A]

Yeah, it's like 24 year olds now we should Point out and pour on. Some more context here, please.

[B]

Jack Molson. Coors, the company that owns Coors, they've been nursing a decade long sick.

[A]

Their stock is still down 64% from its 2016 all time highs.

[B]

This beer stock needs some liquid IV stat.

[A]

But Coors just announced they broke their seven quarter streak of shrinking sales because

[B]

for Coors Banquet beer, sales to Gen Z drinkers are up 31%.

[A]

Yeah, or to translate this for Gen Z, the brew got some riz.

[B]

Now for those of you who don't drink macro brews, Coors Banquet beer is a lager sold in a short stout glass bottle.

[A]

So we were fascinated. Jack, why are the bottles shaped like George Costanza Prohibition?

[B]

That's why the shorter bottles were easier to smuggle.

[A]

Look at that. Consistent with the outlaw origin story and

[B]

consistent with the fact that they're so old.

[A]

Coors has been paying for product placement in the TV show Yellowstone. Yeah, your in laws favorite show.

[B]

And the landing page on the Coors Banquet website is a bottle of Banquet beer being opened by the spur of a cowboy boot.

[A]

Jack, I'm sorry, but add it all up. It's almost like Coors is

[B]

about. Their messaging is like we're old and we want old people to drink us,

[A]

but the message is landing with young people. So Jack, what's the takeaway for our buddies over at Coors Banquet Beers?

[B]

Coors didn't chase the times, the times chased it.

[A]

Yeah, like the 1981 Barbara Mandrell country music hit. I was country before country was cool.

[B]

Coors isn't trying to look young. It isn't trying to look techy. It's actually doing the opposite. It is showing off its age, but

[A]

it's working because cowboy core is suddenly in. And we got the data for you.

[B]

Eventbrite shows that parties with a western aesthetic in the description are surging right now.

[A]

Searches for cowboy boots on depop, they're up 85% right now.

[B]

And Yellowstone, the TV show where they only drink Coors Banquet beer has been the top show of the 2020s with like 17 spinoff series.

[A]

But most interesting to us is that merch sales of Coors Banquet beer are up 150%.

[B]

You buy the beer and you buy the beer Jeans collabs that have happened with both Wrangler and Carhartt.

[A]

It's performative purchasing besties. You buy the beer and the beer jeans for the cowboy car look with

[B]

jeans collabs, country music and boomer TV series. Coors is showing off their age on purpose. And it's working because besties business is all about time.

[A]

And Coors, they haven't adjusted to the Times, the Times adjusted to it. For our second story, it's the end of token maxing. Companies are cutting back on AI because they just got the receipts.

[B]

AI sticker shock explains the incredible stock market boom, but also the potential stock market bubble.

[A]

Oh, boy. But first, Yetis, until last week, CEOs in America were treating AI kind of like Jack's dad treats guests at the childhood dinner table.

[B]

Right?

[A]

Right, Jack?

[B]

Of course. My dad said the more the merrier, because he wasn't cooking. My mom was.

[A]

Big dad bought £50 of brisket today.

[B]

Get this. Amazon had a leaderboard to see who was using the most AI at the company. Like it was a golf tournament. They were celebrating the number one guy

[A]

Disney gamified AI use to. The top ChatGPT user at the company could dress up as Mickey Mouse for the day, do whatever he wants.

[B]

In Epcot, managers had the false belief that the more AI, the more productivity.

[A]

CEOs gave Jesse a $1,000 bonus for using Claude more than anyone else in Colorado.

[B]

The result of this belief was a trend called token maxing.

[A]

Token maxing? Could you sprinkle on the context, Jack?

[B]

It's called token maxing because the unit of measurement for AI comp is called the token. So, like, you just did a prompt on ChatGPT, and it took, like, 31 tokens to process it.

[A]

So the way to hit number one on the token maxing leaderboard over at Disney. Well, create AI agents that work 24.

[B]

Seven agents that crunch the spreadsheets while you're sleeping in the bedsheets.

[A]

In fact, some employees at Amazon created autonomous AI agents to do meaningless tasks

[B]

just to drive up the number of tokens they were using so they could hit number one on that leaderboard just

[A]

to max it out. But besties. A slew of headlines we noticed last week show that the token maxing era is over, baby.

[B]

Because Anthropic just sent Amazon a bill, and that bill is gigantic.

[A]

Excuse me, I need to speak to a manager.

[B]

Those AI agents aren't free, Nick. And it started with Uber. Last week, Uber COO confirmed that they used up their annual token budget in just four months.

[A]

One anonymous company told Axios that one employee dropped 500 million bucks in a month on AI.

[B]

Wait, wait, we gotta repeat that. The employee's supposed to use AI to save the company money and boost productivity. Instead, they racked up a $500 million bill.

[A]

One employee in one month It's a write off.

[B]

So the bill, it's coming due for all these AI agents. And as the companies see the receipts, they're getting sticker price shock.

[A]

You see with these higher bills is coming higher scrutiny right now.

[B]

So CFOs are now demanding ROI calculations on the AI's use at the company besties. Here's the realization.

[A]

AI isn't an unlimited resource like AIR is. AI is really expensive.

[B]

So Amazon ended that internal token maxing leaderboard. Microsoft just canceled Claude code licenses that they considered not worth it.

[A]

So Jack and I thought of an early takeaway here. It's that AI agents explain the whole stock market right now.

[B]

Because with agentic, you're not asking AI one question and then getting one answer

[A]

like what's that thing on my thigh? That's not how you're using it.

[B]

No, you're hiring AI to do like a full time job. And that AI does that full time job 24 hours a day for you overnight.

[A]

According to Goldman Sachs, agentic AI could drive a 24x increase in token consumption by 2330.

[B]

That huge increase in AI driven by Agentic. Yes, it's caused wild demand for chips. Yes it has and driven stocks of chip companies to wild all time highs this year.

[A]

But besties last week, sticker shock is a reality check that could send the market back down.

[B]

We've gone from token maxing to receipt maxing.

[A]

And now Jack and I are going to the takeaway. Jack, what's the takeaway for all our buddies looking at a I.

[B]

Show me the money. No, no, no, no. Show me the results.

[A]

Yetis, Dell's stock has tripled this year. They just had their best day ever on Friday. It jumped 40% because of AI deals.

[B]

Micron stock has tripled this year too. And a broad semiconductor ETF is up 150% in the last 12 months.

[A]

And it's all driven by agentic AI and the giant demand it's created for compute and chips.

[B]

But now we're at the phase in the AI era where companies are asking, is all this AI I'm paying for actually worth it?

[A]

Some of them are going to say yes, but some will be saying no.

[B]

CEOs are going to start to ask what's our minimum viable AI model for this project?

[A]

We have to do like Jack, do we need Claude's expensive latest frontier model for this project or will a cheap Chinese model work instead?

[B]

And CFOs are starting to demand accountability that their AI investments are raising revenues or cutting costs.

[A]

Besties with three epic IPOs coming up, SpaceX, Anthropic, OpenAI. What companies do next with their AI budgets. It's going to be in the spotlight

[B]

because to quote Jerry Maguire. Sorry, to quote Rod Tidwell, it's not show me the money. It's show me the results.

[A]

Show me the results. Now a quick word from our sponsor,

[B]

Hims Yetis.

[A]

We've been keeping a list of weight control plans that Jack has launched and announced on this podcast.

[B]

The first was veganuary. I went vegan, but just for the month of January.

[A]

Zach, remember only Cones day. Like you pledged only ice cream. It was eaten in a cone.

[B]

Yeah. Also, who says honey is not cool with vegan? What's the deal with that?

[A]

Apparently the bees. The latest don't eat food off his kids plates. Each one of those. What do you say? Mild success for you, Jack.

[B]

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[A]

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[B]

Honestly, we're not great at all of them. No, we've been avoiding hiring someone to wear those hats instead of us, especially the Von Dutch one, because hiring and training can take forever.

[A]

Well, Bret, to say that we are hiring right now at T boy. And this is a job for indeed sponsored jobs.

[B]

Because sponsored jobs posted directly on Indeed are 95% more likely to report a hire than non sponsored jobs.

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So besties spend less time searching and more time actually interviewing candidates who check all your boxes. Less stress, less time, more results.

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So just go to Indeed.com, right now and support our show by saying you heard about Indeed on this podcast.

[A]

That's indeed.com podcast. Terms and conditions apply. Need a hiring hero. This is a job for Indeed. Sponsored jobs. And for our third and final story, Yetis, we got a sweet treat for you. It's the founder of David Protein, Peter Rahal.

[B]

Last week, we put together months of clues that the viral protein brand was launching ice cream next.

[A]

Yeah, we called it breadcrumbing.

[B]

Well, today they actually did. So we have some questions for the CEO and the founder, Peter Rahal.

[A]

Let's hit it, Jack. Now, Peter, based on the leaks we've been tracking for months now, Sherlock Holmes style, your ice cream only has 2 grams of sugar. And Jack and I have been wondering this for a while, Jack, how can

[B]

that possibly taste good? For reference, I'm looking at Ben and Jerry's half baked, and there's 28 grams of sugar per serving. Peter.

[C]

Yeah.

[B]

Your David ice cream has 2 grams of sugar.

[A]

Defying physics.

[C]

Well, there's an amazing ingredient that's a rare sugar that tastes like sucrose called allulose. And so that's the predominant bulk and sweetener. Ice cream's a perfect application for it.

[A]

Now, before we get too deep into the chemistry here, Peter, can you also step back in and share with us exactly what you guys have just launched?

[C]

Yes. So we are launching a low calorie protein ice cream that tastes like it's full fat. Making ice cream great again. Ready for the summer. I think it's one of our best work yet because, you know, it's like, it doesn't make sense to eat ice cream. It's like one pint's a thousand plus calories. You kind of feel terrible about it. You have some guilt. And so to have a product that has benefits of protein, great taste because it's all about, like, right pleasure, like you're treating yourself. And yeah, we're super excited to bring this to market.

[B]

So when Nick and I were working out in college together and spotting each other on the bench press, protein was associated with working out. And protein bars were associated with a post workout thing. Are we gonna see people eating ice cream after a workout?

[C]

Yeah, I think you could, and you could arguably have it for breakfast. Expands the occasions of ice cream for sure. Because ice cream is kind of a sin food in a way. And now if the nutrition's right, it opens it up.

[A]

Yeah, Jack, And I talk about tummy share all the time. Like there are only a certain number of meals in the day. That's why, like, Starbucks is like, hey, we gotta get the afternoons, not just the morning. So, like, you gotta kind of not necessarily launch a new product, but launch a new time. Yeah.

[C]

Cause you think about ice cream, right? Like the occasion of that, people eat it. It's like after dinner or like in front of the TV with the loved one or like walking the city on a date or something. That's it.

[A]

Well, Peter, first was the protein bar. Then you went after seafood with the cod launch. Now, ice cream. Jack and I are trying to follow the strategy here. Right, Jack?

[B]

Yeah. Genuine question, you know, is ice cream a marketing gimmick or do you expect it to actually make money? Because we assume your, you know, frozen codfish fillets was more of a marketing gimmick and not something you expected to turn the needle on your revenues.

[C]

Yeah. This one, I think will be financially more impactful than the fish business. Yeah. So this is definitely not a stunt. Yeah, I think it's the best product we've made, actually, and I'm very critical. So yes, it's not a stunt.

[A]

Well, what fascinated us is even more than the product itself was the launch strategy, which Jack and I call breadcrumbing. Basically, you leaked a trail of hints and hoped that we would follow them over like six months, like Hansel and Gretel.

[B]

If I could just review the evidence here. First we saw a delivery truck with a muscle bound cow that looked like Darnold Schwarzenegger. That was leaked on, I don't know, Us Weekly. Then we saw a reference to ice cream from a reporter who visited your New York City headquarters. Then when I googled David ice cream, I saw an accidental website link by David.

[A]

No one was reporting on that.

[B]

And then we saw paparazzi pictures of Bella Hadid eating David ice cream on a yacht. Sorry, spoon feeding David ice cream to another supermodel on a yacht.

[A]

Jack and I have been trying to figure out, were you behind each one of those? And then at the end, how did you convince a supermodel to eat all of that on a yacht and maybe tip off the paparazzi along the way? Did you. Were you behind all that?

[C]

We were behind most of everything. To take a step back, I think it's important to have, like, there's different ways to bring a product to market. Right. You can do sort of the day of surprise. You can tease it a little bit. And I think it's important to kind of change the strategies of how you announce a product. With ice cream, we started. We said. We, like, said we're going to do it. Like last year, put it on the calendar. Kept teasing it. Kept teasing and kept teasing it. And then with Bella, Bella is a fan, and we sent her some product, and, yeah, we got an amazing outcome there. The trucks were obviously very intentional at Expo west, which is just funny. And day job, shout out, day job. They made the ad, which is this,

[A]

like the brand design company.

[C]

Yeah, yeah. And, you know, the myostatin inhibited cow is just like branding and marketing. You just have fun with it. And if you stick to the values of the brand, you can do a lot of stuff.

[A]

But on that final, final breadcrumb that you dropped, did you tip off the paparazzi to let them know she was gonna be e. Were you texting with her and like, hey, you gotta get out on the Mediterranean today?

[C]

No, we just sent her a product.

[B]

But you hope that the paparazzi captured it.

[C]

Yes. Well, I mean, they, like.

[B]

I. Bella.

[C]

Bella Hadid is like. She's like. She's the queen of. She knows what she's doing. Queen of cans. Yeah. So, yeah, Peter.

[B]

Jack.

[A]

Jack and I want to know, though, long term, big picture. Like, how big can this David Brand company become? Like, your first company, RXBar, became a $500 million protein bar.

[B]

You know, we see you as maybe like a Chobani path. Like, they started with one product, yogurt, but have expanded to dairy adjacent foods and is now a $20 billion food giant.

[A]

So we've been wondering, like, who is David's corporate muse? Is it like Gatorade is to hydration? Who is it?

[C]

That's a good question. We just focus on making the best products possible and the places that make sense, and we'll see where that goes. The corporate muse is probably Mars.

[A]

Oh, okay. The candy bar company. Dog.

[C]

They're like more of a pet company.

[A]

Yeah. They're more than half sales of dog food.

[C]

They're the muse, not because of their portfolio, but more because of their culture. They're sort of best in class. We have a lot of respect for them.

[A]

So, David, Puppy Chow is the next post. Ice cream product? Is that what we're saying?

[C]

Yep. Puppuccinos.

[A]

Can you drop us one breadcrumb of what could be next?

[C]

I would say more chocolate.

[A]

Okay.

[B]

Chocolate cereal.

[C]

Yeah.

[A]

Peter, before we let you go, Jack and I had to ask one more thing from you.

[B]

SpaceX's IPO anthropic is IPOing. OpenAI is IPO. When is the David Protein IPO coming to Wall Street?

[A]

And what would be your ticker symbol when you ipo?

[C]

Well, we're far away from that. And it would be Medici, because that's actually the parent company, so mdc. I don't know.

[A]

As someone who studied Italian, I was actually sharing that with Jack the other day because not people realize this, but there are levels to this, right? Like the Medici, I believe, paid for the David statue to be built.

[C]

Yeah, yeah. The Medici family, they're the patrons of the Renaissance. And not just Michelange, but also like other science, like both the arts and sciences. And it's a good symbol of what we do here because it's a combination of art and science. And when those two things come together, it's a beautiful thing.

[A]

Well, it was a couple of liberal arts guys, Peter. We appreciated the levels of intellectual history you dropped on the corporate name and branding there.

[C]

Yes.

[B]

Ticker symbol. S, W, O, L SWOLE Swol. Peter, thank you so much. Congratulations on the launch, and I can't wait to taste it.

[C]

Thanks, guys.

[A]

Jack, could you whip up the takeaways for us to kick off the week?

[B]

Molson Coors oldest beer is number one with our youngest drinkers who are going cowboy core. Just like Coors Banquet.

[A]

Coors banquet. They haven't adjusted their brand for the times. The times are finally adjusting to them.

[B]

For our second story, companies are shocked by their huge AI bills. Some cost more than the salary of the employee using them.

[A]

Token maxing is over. Don't show me the money. Show me the results.

[B]

And our third and final story. We were right. David Protein launched ice cream. It promises ice cream flavor without the ice cream calories.

[A]

And founder Peter Rahal, in fact, did not tip off the paparazzi.

[B]

Although it was Bella Hadid eating ice cream on a yacht with another supermodel. So pretty sure paparazzi was gonna be there.

[A]

Marketing's what you pay for. Publicity's what you pray for.

[B]

But besties, this pod's not over yet. Here's what else you need to know today.

[A]

First NBA Finals start this Wednesday. Stanley cup playoffs, Right after that, we're actually working on a story about the Knick.

[B]

But even before the first game, this is already the most expensive NBA finals in the history of maybe any sport ever. Actually get this.

[A]

At Madison Square Garden for game number

[B]

three, which is the first game in

[A]

the Garden, a pair of courtside tickets just sold for $279,804.

[B]

Almost 300 grand for one ticket. That is $4663 per expected minute of game time. If they don't go into ot, the

[A]

richest city in the world gets to see its favorite team try to win their in 53 years.

[B]

For our second story, Dell had its best day on the stock market on Friday since ever.

[A]

We're talking. Dude, you're getting a Dell. Yeah, that Dell.

[B]

The stock jumped 32% Friday on a booming AI division, bringing the year to date stock gains to 292%.

[A]

The big winner though, the president, who bought between 1 and 5 million dollars of Dell stock back in February.

[B]

Last week, Dell announced a $9.7 billion deal with the Pentagon that the President likely knew about.

[A]

Now, while not technically illegal, past Presidents have not traded individual stocks because of the conflict of interest. But this one does. And so do many members of Congress.

[B]

Finally, people are flocking to Costco in record numbers for one reason. Not the $5 rotisserie chicken for their Kirkland gasoline.

[A]

It's the Kirk Premium. Costco reported record quantity of gas sold because of the discount that they offer their card carrying members.

[B]

But the price of gasoline actually fell 16% since their May highs. Despite the Strait of Hormuz still being

[A]

close, it actually had its biggest monthly decline since 2020. Industries are hoping for peace, although no peace deal is done as of this recording. Now time for the best fact yet, which today is the answer to our T boy trivia. What do we got, Jack?

[B]

The Scripps National Spelling Bee was on Thursday night and it was won by a 14 year old Shrey Parikh of California.

[A]

The 13 letter word that he won with was bromocriptine.

[B]

Bromocriptine. Yeah, it is.

[A]

Bromocretine is the pharmaceutical term for a polypeptide alkaloid. We can't spell any of those either by the way. Which mimics the activity of dopamine.

[B]

And yet this 14 year old kid could spell it. Should we actually spell it? I'm reading it right now.

[A]

So were you able to spell it in the last 20 minutes since we began this show?

[B]

B R O M O C R I P T I N E. Jack,

[A]

you're not getting a buzzer on that one. You're getting one of these yetis. You look fantastic Jack. I cannot wait to see you tomorrow, man.

[B]

Yeah, we got our live show in la. This is very exciting.

[A]

Sold out T boy show in Los Angeles this week on Wednesday.

[B]

And tickets have dropped for September, October and November in San Francisco, Boston and Seattle.

[A]

So snag those tickets right now. They're in the episode Description in the meantime, Jack, let's get ready for some hair and makeup. And before we go, Happy Birthday to legendary Yeti. Vanessa Deniz from El Salvador living in San Francisco. Hope to see you at our live show in September.

[B]

Happy Birthday to Emmanuel Asana from Alberta,

[A]

Canada and Dustin Joyce over in Queens. Enjoy the best birthday yet.

[B]

Happy Birthday to Daniel Lee from Seattle who we hope to see in our

[A]

live show in November and Declan Butel from Shanahan, Illinois turning 11 and wants to listen to the best Idea yet, Season two with the whole family.

[B]

Happy Birthday to Raina Cohen, the best banker in New York City, celebrating after working hard with some, playing hard and

[A]

a shout out to Jen and Colin Ryan on their three year anniversary of that legendary engagement down in Milwaukee.

[B]

Happy 35th anniversary to Jocelyn Kohler and her last day of chemo is happening right now in Jacksonville. Congratulations.

[A]

Congrats Jocelyn. You got this. And Daniel and Trisha just got back from a fantastic trip to Japan. They're the ultimate yetis and they've come to three live shows. Thank you Daniel and Trisha.

[B]

Shout out to Pooja Venkatraman for catching that men's butt story we had so much fun doing last week.

[A]

Dude, we got more comments in that dude butt story than anything else we've done.

[B]

And to anyone else who's celebrating something today, hey, make it a T boy.

[A]

Celebrate the wins.

[B]

This is Jack. I own stock of Disney and Amazon. The Drop by GNC Yetis the wellness

[A]

space moves fast every day. An influencer is pumping some new product which is ironically named Pump product and

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[A]

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[B]

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[A]

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[B]

The Drop is the section of GNC that curates the newest products to share with you what actually works.

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We're talking trending ingredients, breakthrough formula stuff that's actually going to move the needle

[B]

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[A]

Think of it as the VIP section of the supplement world. You're not waiting for something to blow up on TikTok to find out about it.

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[B]

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[A]

Get the facts you can trust on what's new and trending what's next by

[B]

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[A]

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