iRobot CMO on turnaround, 'Shark Tank' secrets, AI and that old Will Smith movie

In this episode of the Marketer's Brief podcast, Jack Neff interviews Athena Kasvikis, the CMO of iRobot, about her plans to turn the company around amidst low-cost competition. Kasvikis discusses iRobot's new line of smarter robots, her CPG background, and her experience on Shark Tank with her startup brand, Behave Bras. She highlights the company's new "Made for This" campaign, the strategic use of CTV for media buying, and the importance of strong agency partnerships. Kasvikis also touches on the potential of personal robotics, the power of the Roomba brand, and the role of AI in iRobot's future, emphasizing a focus on consumer needs and tangible benefits.

Outlines

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Ad Age Marketer's Brief

Introduction to iRobot's Turnaround and Athena Kasvikis' Background

iRobot's "Made For This" Campaign and CTV Media Strategy

Agency Partnerships and the Opportunity in Personal Robotics

Brand Recognition, Love Brand Status, and Future Plans for Roomba

Expanding into New Areas, Connected Home Potential, and the Role of AI

iRobot CMO on turnaround, 'Shark Tank' secrets, AI and that old Will Smith movie

Ad Age Marketer's Brief

00:38Introduction to iRobot's Turnaround and Athena Kasvikis' Background

Introduction to iRobot's Turnaround and Athena Kasvikis' Background

07:56iRobot's "Made For This" Campaign and CTV Media Strategy

iRobot's "Made For This" Campaign and CTV Media Strategy

12:38Agency Partnerships and the Opportunity in Personal Robotics

Agency Partnerships and the Opportunity in Personal Robotics

15:49Brand Recognition, Love Brand Status, and Future Plans for Roomba

Brand Recognition, Love Brand Status, and Future Plans for Roomba

19:03Expanding into New Areas, Connected Home Potential, and the Role of AI

Expanding into New Areas, Connected Home Potential, and the Role of AI