How do you turn even the most everyday product into a brand people love? In this lively keynote, Rebecca Zarate, General Manager US at Who Gives a Crap, reveals how her team crafted a signature customer journey—across DTC, retail, and the legendary unboxing experience—to deliver delight at every touchpoint. Drawing on her award-winning career in purpose-driven consumer brands, Rebecca will share strategies for building emotional connection through creative copy, playful packaging, and unified brand values. Whether your product is as humble as toilet paper or dazzlingly disruptive, discover actionable lessons that will set your brand apart, stick in memory, and spark customer advocacy—all while staying true to your mission.