Popchips pulled the ad from its social-media channels the next day, and Mr. Belling issued an apology.
WSJ: How I Built It: Popchip Makes Its Way Into the Snack Aisle
And you also have a very good talk radio structure in that area with Charlie Sykes and Mark Belling.
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Mr. Belling: One of the lessons learned was the power of social media.
WSJ: How I Built It: Popchip Makes Its Way Into the Snack Aisle
Belling says influencer marketing was critical from day one, when popchips was just a little indie brand that could.
FORBES: Influencer Marketing: How Your Business Can Benefit From Popchips' Secret Recipe
Belling, who grew up in the Bay Area, had the West Coast covered.
FORBES: Popchips: The Next $1 Billion Snack Food Or Just Full Of Hot Air?
Mr. Belling: When I went to visit this rice cake plant, I hadn't realized how the rice cakes were made.
WSJ: How I Built It: Popchip Makes Its Way Into the Snack Aisle
To distinguish Popchips from the hundreds of other foods in the snack aisle, Mr. Belling focused on word-of-mouth and grass-roots marketing.
WSJ: How I Built It: Popchip Makes Its Way Into the Snack Aisle
Mr. Belling spoke to The Wall Street Journal about how he came up with the idea for Popchips and the lessons he learned from the ad controversy.
WSJ: How I Built It: Popchip Makes Its Way Into the Snack Aisle
Mr. Belling declines to say how much was invested.
WSJ: How I Built It: Popchip Makes Its Way Into the Snack Aisle
Mr. Belling: There's a deli around the corner from my office where I'd get a bag of chips with my sandwich, and I was hiding them under my sandwich because I was embarrassed.
WSJ: How I Built It: Popchip Makes Its Way Into the Snack Aisle
But Belling and cofounder Pat Turpin, an ex-investment banker who managed private-label brands for Costco, needed to get the snack out there fast before they could persuade chains like Safeway and Whole Foods to clear shelf space.
FORBES: Popchips: The Next $1 Billion Snack Food Or Just Full Of Hot Air?
Mr. Belling: I was pretty lucky.
WSJ: How I Built It: Popchip Makes Its Way Into the Snack Aisle
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