The power of rituals in brand growth, with Renato Camera, Haleon, and Rafael Ribeiro, Danone

“People don’t romanticise what a headache or body pain is. Understanding what moments are truly embedded in consumers’ routines, and showing up with authenticity, is such a crucial thing in our strategy.” In this special edition of The Persuasion Game, recorded in New York, Forge’s Chief Growth Officer, Eleanor Lloyd Malcom, is joined by two global brand leaders for a conversation about the power of human rituals as a driver of brand growth. Our guests are Renato Camera, Vice President and Global Brand Lead for Advil at Haleon, and Rafael Ribeiro, Global Category Vice President for Plant-Based at Danone. We discuss how the economic environment is squeezing mainstream brands, the challenge of private labels, how GLP-1 is reshaping consumer health behaviours, and the pressure to stay culturally relevant at a global scale. Much of it comes down to understanding the rituals consumers already have and how that can unlock a much richer emotional role for brands than functional benefits alone. Rafael and Renato also reflect on what it takes to lead in transformative times and how to build a consistent global brand without losing local agility. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: forgemsq.com This is an 18Sixty production for The Forge. CHAPTERS: (00:00) Introduction (06:48) The K-shaped Economy (12:34) Rituals as Growth Strategy (19:56) GLP-1 Tailwinds (23:00) New Competitors and Category Reframes (26:01) Scaling Brands with Agility (29:32) Leadership Rituals