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Jeff RUBENSTEIN
Pres, Mktg+National Acct | HEALTH-ADE KOMBUCHA
Jeff Rubenstein is President of Marketing and National Accounts and a member of the Executive Leadership Team at Health-Ade Kombucha, one of the fastest growing non-alcoholic beverages in the US. In his capacity as a division President, Jeff is responsible for all consumer marketing, including global advertising and media, and all retailer relationships for the Coca-Cola backed, breakout beverage brand .
Prior to joining Health-Ade, Jeff was Chief Marketing Officer and Senior Vice President of National Accounts at WTRMLN WTR, a pioneer in cold pressed juice whose investors include musician Beyoncé. During Jeff's 3.5 years with WTRMLN WTR, its equity valuation increased by 877%; it was named the #1 global food trend of 2017 by an international retailer; and it was selected as an "Item of the Year" at Whole Foods. Before WTRMLN WTR, Jeff spent 5 years as Senior Vice President of Marketing and National Accounts for Vita Coco, the worldwide leader in coconut water, where he was instrumental in helping the brand evolve from a niche, natural food concept with revenues under $10M into a strong global business with revenues over $400M, distribution in 26 countries, and a 2014 partial sale to Red Bull China for $665M. He spent the early part of his career in Brand Management at The Coca-Cola Company.
Considered a leading voice in consumer marketing and emerging brand trends, Jeff is an advisor to CAVU Venture Partners; a Board advisor to Apres; and a regularly featured speaker at industry and academic conferences, including those at Harvard Business School. Jeff is a graduate of the Warrington College of Business at the University of Florida, and he and his wife Loren live in Los Angeles with their 5-year old daughter Olivia and 2-year old son Jack.
questionnaire
1.) What was your very first job?
I was a rollerblade salesperson at Olympia Sports in the local mall. I would sell the 1992 blades, and then try to upsell the knee pads, socks, and helmet. Fun experience for a 15 year old high school sophomore!
2.) Please describe, in your own words, what your job is and what work it entails.
I am President of Marketing for Health-Ade Kombucha, the fastest growing non-alcoholic beverage brand in the US and a top player in the $1.2 Billion kombucha space. My primary function is to transfer the brand consideration process from the rationale brain (where we process price and commodities) to the irritational heart (where we think emotionally about beauty, art, experiences, and creativity). In this capacity, I oversee all brand communications, advertising development, product and packaging innovation, media planning and buying, cultural marketing, and other strategies to make Health-Ade a beloved brand
3.) How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?
My first campaign was in 2001 – “Very Real Power” from Powerade. I was an associate manager at Coca-Cola in Atlanta, and I was hired to breathe life into a distant number 2 brand sports drink behind Gatorade. We hired Weiden + Kennedy to create an anthemic campaign with pro athletes, and after seeing the first mood board with beautiful photography, I was hooked. I knew at that moment building global brands that connect with people on a deep, emotional level would be my life’s work.
4.) In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
I partner with young talent across each creative discipline. These “GenZenial” producers and artists bring fresh ideas, fresh perspectives, new looks without falling into a “sea of sameness”. Right now, we are using 18-20 year old collaborators on a design project, and the results are breakthrough
5.) If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
While I’ve been fortunate to work with some of the biggest names in sports and music (Madonna, Rihanna, Beyonce), our recent Health-Ade campaign, titled “YouBrewYou” was a complete 180 for the brand. For this reason, I’m particularly proud of it – a single campaign that reset the brand, which started in the Farmer’s Markets of California. The campaign took the brand to urban street and sneaker culture, featured models framed by bold, eccentric colors, and used tongue and cheek lines like “Booch, please”.
6.) Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most be interested in seeing at CONNECTIONS? (ie photo, film, social, experiential, vr, etc).
Currently seeking long form film for an upcoming campaign, but regularly tap into photographers for product and campaign shoots, street artists for wearables and murals, graphic designers for packaging projects, experiential
