March Madness unites college basketball fans across the country and also signals the start of spring. For Thomas Oh, senior vice president of marketing for XYIENCE, March Madness also signals the start of the company’s massive brand loyalty push. “Over a year and a half ago, XYIENCE shifted away from a polarizing marketing property (mixed martial arts) to a more broadly appealing platform (college sports) that more befits the mainstream attributes that the product line possesses (i.e. great taste and zero calories),”....

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