Jacques Spitzer

@mbertulli It’s everywhere. What’s worse is people automating their feeds with AI postings that are just not good.

The AI slop in my instagram feed is intolerable. AI or not. Please don't make shitty content. It's just asking people to turn these platforms off as they become unusable. And if you thought CPMs were bad now, wait until people literally just hit the off button...

@cpgwire Yeah looks great, will be curious to see

@JacquesDrop Agreed. This is one of the more graceful topical to ingestible transitions in recent memory tho

Freaks of Nature, the performance skincare brand created by Kelly Slater and Squared Circles, just dropped Skin Support Electrolyte, a daily hydration drink mix. The drink mix is designed to hydrate while fortifying the skin barrier, supporting gut health, and defending against environmental stressors. Key active ingredients include an advanced mineral blend, hyaluronic acid, vitamin C, and several others.

@drewfallon12 So good

Breaking down Procter & Gamble's current M&A strategy👇 P&G has been the elephant in the room for decades, but their strategy when it comes to M&A is fluid P&G acquires in two modes: The first is the large, capability-filling deal; Merck Consumer Health Care (Shanghai) Trading Co. Ltd for $4.2B in 2018 added Neurobion, Dolo-Neurobion, and a global OTC infrastructure. Big gaps, not necessarily brand bolt ons. The second is the small premium brand acquisition, typically $50M-$500M, targeting culturally relevant DTC brands they can scale through their global distribution. Native ($100M, 2017) was the template. First Aid Beauty ($250M, 2018), Farmacy Beauty ($350M, 2021), TULA Skincare (2022), Mielle (2023), and Wonderbelly (2026) all follow the same logic. P&G focuses on 10 daily-use categories where product performance drives brand choice: Fabric Care, Home Care, Baby Care, Feminine Care, Family Care, Hair Care, Skin & Personal Care, Oral Care, Personal Health Care, and Grooming. Every acquisition maps to one of these. The target profile is consistent: clean or "better-for-you" positioning, strong DTC or natural channel traction, a category where P&G's retail muscle can accelerate distribution, and a founder or brand with cultural credibility that P&G's legacy brands lack. They are buying into younger consumer relationships they can't organically build. Wonderbelly is the clearest recent example If it doesn't, they eventually sell it. They proved this with the 2014-2016 mega-pruning that shed 100+ brands including Duracell, Coty beauty brands, and others, generating $12B+ in proceeds. As far as what's to come, expect more targeted, not huge, but premium acquisitions. Personal health is the category that seems to be getting the most attention from P&G. If you found this interesting, follow me as I will be posting a deep dive into several more strategic acquirers including Unilever, E.L.F. BEAUTY, Mars, Nestlé, and more! Plus, subscribe to my newsletter to get the consolidated report of buyer-by-buyer history with my predictions

@codyplof Dating apps

Hey guys I’ve been in meetings all day. Which industry did Claude kill today?

@codyplof Your children are actually adorable

@JacquesDrop Bro stop subtweeting me like this

People showing me what they made using AI often feels like when someone shows you a photo of their child they believe is insanely adorable and the kid is just not that cute. 🫣

One of our brands doing around ~80M a year got acquired a few months ago. They had so many amazing things to say we ended up staying on even with the hold co, and it’s been onwards and upward.

@NotZainAgain where is the sponsored content label?

Brands I love: Fermat, Obvi, Yotpo, Applovin, ILIA, Richpanel, Poorpanel, Woocommerce, Fulfil, Icon, Cluely, Man Cereal, Activate Talent, Microsoft Teams, and Ridge (wines)

@moizali @ecomtarun and his team have done some incredible work for us and our brands, highly recommend

Does someone have an email agency they recommend for brands doing north of $50 million? Asking for a friend (Zack but he isn't on X).

@mbertulli Damnit I’ve spent 15 years trying to be Steve Jobs and now I find this out

I answer email once a day. That's it. Everything urgent finds another way. Everything else can wait. And NO, the speed with which you answer email doesn't tell the world how good of an operator you are.

@roaringronny @mbertulli

@JacquesDrop @mbertulli I just downloaded and installed it based on your recommendations. It's fucking amazing.

What’s the most valuable use of AI in your brand? Seriously. What’s making you more money or cutting costs?

@jackfriks Bidet

what’s a material thing under $1000 you’ve bought that actually changed your life?

SEMIS BOUND 🤩

@RosenZone @LastCrumbCookie @GuinnessUS You are my #1 influencer

Well hello there @LastCrumbCookie x @GuinnessUS

@dave_stickland Grade A human being

@JacquesDrop What's Herbie like in real life, my guy?

New Work 🏀🌱

@darnparker @mortalmunchies Killed it my man

New ad I directed for @mortalmunchies. Turns out it’s much easier to cast insane musclemen with AI. Who knew? Eat healthy or die!

@mortalmunchies 👀👀

What they mean when they say "your snacks are k!lling you" Get yours at mortalmunchies.com