Hard lane.

And we...

Exactly.

So trying to be funny, and as we are funny, people will remember, and we do that through, I think, very creative campaign around people that is like, "That was crazy.

That was fun, and now I remember the name.

I remember that beverage company that has some crazy ads." Now, from there, now that you remember me because the creative is strong from a remembering standpoint and I go with high frequency, so now people really remember.

Now, next time they see me, which is most likely for me on social or at the retailer, I need to basically link the brand name with the benefits of the product.

Right

Yeah.

So that's how we try to do it.

We try to obviously not move away from that.

Besides, you know, so many different factors like if I'm on the NFL, the NFL is gonna tell me, "You cannot do that crazy stuff." Well, I need to, if not, that's not me.

So it-- those are very tricky, difficult, and then you get on the retail website and it's like, "No, you cannot use that word, murder your thirst.

No, there's no way you say that on a website." So it is difficult, it is challenging, but we rather not do it than do it in a different way.

Yeah.

And at that point, that idea was like, "This is it, but now how do we find a pregnant woman that could also carry that story?" And in a matter of days, we found that Kylie Kelce was having her moment, too, and was super pregnant.

How are you actually working the system underneath to actually make the funnel work for you or break the funnel the way you've done so?

Compared to any challenging brand, we started with the top of the funnel.

We started with the awareness.

A lot of people that are talking full funnel are the people that are, have been established for 20 years, that have massive already audience and they are thinking how to put that funnel together.

As an emerging brand, usually you start thinking conversion first.

You need sales.

You need sales.

So I was trying to work out w- what is the balance between those three or four things in terms of actually being the unlock for the business?

Say more.

[laughs] I think it's true that it, yes, changed, but I think the fundamentals of the funnel are still here.

And going back to feelings, it starts with feelings.

It start with storyline, and it's very difficult to get to act off of a storyline, and you need to get that story and that feeling to repeat itself several, several times before you act.

Now, where you act, definitely in the omni-channel world, has changed a ton, and now you can act from a feed on social, from a bunch of different places on e-com because you find yourself on, I don't know, Walmart.com, and you are shopping for something else, and now you see that brand and you can act on.

But it is still an awareness play first, and once you're aware, now you can consider, and the different levers to consider is, are still here, and then you have to repeat the purchase.

So yes, it has changed because there are so many ways to consider the product and act, but the fundamentals are still the same.

... an offer associated.