As the CMO for Vintage Italia, Adam Cohen oversees marketing, strategic partnerships and events for the brand’s Pasta Chips and Pasta Bow Ties product lines.
His latest marketing initiative is a collaboration between Vintage Italia’s Pasta Bow Ties and Tipsy Elves, a holiday-themed apparel company that is known for its ugly Christmas sweaters.
“We’ve co-designed festive packaging for our bestselling Honey Butter, Meatball Parm, Creamy Ranch, and Smooth Cheddar Pasta Bow Tie flavors,” says Cohen, “The bags have been re-imagined with classic holiday characters like reindeer, elves, snowmen, and, of course, Santa.”
Cohen says the campaign will be a cross-platform effort on Instagram, Facebook and Twitter, as well as an ad component with iHeart Radio’s Jingle Bells concert series. The brand will also be launching a sweepstakes via its social channels where followers are given a chance to win tickets to iHeart’s Jingle Ball.
“Naturally, we had to take it a step further and carry these designs onto an actual ugly sweater as well, which Tipsy Elves will be producing.”
With an October launch, Cohen says he hopes the campaign will add “some additional holiday spirit” to the brand, as well as introduce its new pasta-based snacks just in time for holiday parties.
What mobile device can you not live without?
Which apps do you use most often for work?
Delta enterprise, and I love Hotels Tonight.
What social media network or website do you frequent most when you’re not working?
Instagram. I’m always traveling and it allows me to keep up with my family and friends, as well as gives them a fun way to keep up with me.
What’s the first thing you check on your phone in the morning?
Take me through your typical workday.
There is no such thing as a typical work day. I travel to multiple cities every month working from dawn to dusk and then some. I primarily work remotely but do have an office and desk in Orlando, Florida.
What has been the most exciting work development during the past year?
I secured a partnership between Wonder Woman’s DVD home video and Pasta Snacks.
What does your work space look like — any sentimental items you can share?
All of the brands I have represented on my desk are sentimental to me. They were all startups, and I poured my blood, sweat and tears into them, so I feel there is a piece of me in each of them.
They remind me of my various accomplishments throughout my career.
How many miles have you traveled in the last 12 months?
I flew about 150,000 miles this past year, and then by car another 20,000 miles. Honestly, the most interesting place I travel is probably home in Orlando since I’m never there!
What work challenge keeps you up at night?
Managing travel and deadlines is always the most stressful. Since I’m constantly jet-setting, it’s difficult finding time to put pen to paper, or create a PowerPoint. Sharing the work load with my various teams can be tough as well since we’re scattered physically.
Can you tell us about a campaign or work project you’d like to do over?
I’m happy to say that I don’t think I’d like to do any over! All have run relatively smoothly thus far (knock on wood).
Tell me about the people who have been most influential in your career.
Hands down, my father. He’s a media mastermind that created mall advertising, and he actually gave me my first gig in the industry. He really taught me to be a leader and cultivated my entrepreneurial spirit.
That said, Jason Cohen and Jerry Bello (Vintage Italia’s CEO) — both incredibly successful snack entrepreneurs — gave me my entrance into the CPG sphere, which was definitely a defining moment in my career.
What traits does a person need to succeed in your position?
The ability to manage hundreds of people across countless different spheres. It’s a superpower that you’re either born with or not, and a talent that is very difficult to learn.
Can you tell us something about yourself that your team would be surprised to know?
I think most of them would be surprised to know that I’m a horrible speller.
Why did you go into marketing?
Marketing really fit my personality. I love being out of an office and in the field, understanding consumer habits and our target audience.
What other career would you like to try, and why?
I always wanted to be an on-air travel host for a TV show.
What’s the last business book you read, and what did you think of it?
I’m in the process of reading “The Culture Code” by Clotaire Rapaille, and it’s a game changer.
When you can understand what motivates you and your team members on an intimate level, you’re able to really connect with them, and ultimately work better with them as a team.
Outside of your company’s efforts, what ad campaign caught your eye recently?
I loved the Delta’s “High Ho, High Ho, It’s Off to Work We Go” campaign. It was clever, endearing and really resonated with me personally.