Observed Signal · Sep 17, 2026 · Appointment · Source: The Drum · Impact: 3/5 · Sentiment: Positive
Retail Media Market: SharkNinja's Fluid Media Model Seeks Proof, Not Theory
Dave Kersey, global head of media at SharkNinja, spoke at The Advertising Club of New York's Commerce Media Exchange about the brand's 'fluid' media model and its focus on proof over marketing theory. He highlighted a creative campaign for the Ninja HydraSense water filter that demonstrated its effectiveness by pouring Sunny Delight through it, which drove demand with minimal paid investment. Kersey argued that the brand-versus-performance debate is outdated, emphasizing that commerce media should focus on incremental audiences and unique brand experiences. He also announced his role as jury vice-president for The Drum Awards for Commerce Media 2027, where he will look for innovative work that breaks industry molds.
This news provides insight into a major brand's evolving commerce media strategy, highlighting a shift towards performance-based, proof-driven marketing and the integration of creators in retail, which is relevant to the AdTech and retail media industry.
Key Takeaways & Evidence Grounding
- SharkNinja's global head of media, Dave Kersey, spoke at The Advertising Club of New York's Commerce Media Exchange.
- SharkNinja launched the Ninja HydraSense water filter with a demonstration that turned Sunny Delight into clear water, exceeding sales expectations.
- Kersey was named jury vice-president of The Drum Awards for Commerce Media 2027.
- SharkNinja operates in around 40 product categories and employs a 'fluid ecosystem' media model, reallocating budget hourly.
- SharkNinja is bringing creators into retailers like Costco, Best Buy, Walmart, and Currys to create local content and drive demand.
Connected Companies & Entities
5 Entities mappedWalmart
Omnichannel retailer with marketplace, membership, B2B procurement and retail media.
“SharkNinja is experimenting with bringing them directly into retailers, including Costco, Best Buy and Walmart in the US and Currys in the U...”
SharkNinja
Public consumer appliance company behind Shark and Ninja brands.
“SharkNinja recently found a rather effective way of advertising a water filter: pour Sunny Delight into it and watch what comes out the othe...”
Currys
Omnichannel retailer of consumer electronics, services and mobile plans.
“SharkNinja is experimenting with bringing them directly into retailers, including Costco, Best Buy and Walmart in the US and Currys in the U...”
Costco
Membership warehouse retailer selling bulk goods online and in-store.
“SharkNinja is experimenting with bringing them directly into retailers, including Costco, Best Buy and Walmart in the US and Currys in the U...”
Best Buy
North American consumer electronics retailer with stores and e-commerce.
“SharkNinja is experimenting with bringing them directly into retailers, including Costco, Best Buy and Walmart in the US and Currys in the U...”
Ontology Mapping & Concepts
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