Connor Blakley: From Pitching Brands to Building His Own

At just 18, Connor Blakley wrote a heartfelt letter to J.M. Smucker Co.'s CEO, hoping to pitch his Gen Z marketing consultancy, YouthLogic. Despite the company's initial enthusiasm and their acknowledgment of his unique approach to influencer marketing, the meeting he sought never materialized. Today, the young entrepreneur has moved beyond waiting for brands to hear him out and is instead crafting his own empire.

Blakley’s venture, Dropout, has recently gained traction with its innovative frozen sandwich brand, Jams. Launched in November and gaining rapid popularity, Jams now competes directly with Smucker's Uncrustables. In a remarkable turn of events, one flavor of Jams recently outsold its Smucker counterpart in Target stores and has become the official PB&J of the NFL Players Association, a milestone Blakley spent a year strategizing.

What makes Blakley’s rise particularly compelling is not just his product but his approach to business. Since his teenage years, he has been a strong advocate for authentic brand connection, believing that Gen Z's relationship with food is ripe for disruption. With a staggering $12 trillion spending power projected by 2030, he sees a multibillion-dollar market waiting to be tapped by brands that resonate with the values of younger consumers.

Jams is positioned as a healthier alternative in the frozen snack market, and its co-owner, Pat McAfee, has further amplified its reach. McAfee, a former NFL star and now a significant media presence, was won over through persistent product promotion on his show. “They pushed the product hard,” he noted, recognizing the dedication that Blakley and his team exhibited.

Sales for Jams have skyrocketed, with weekly figures quadrupling within a few months. Blakley’s vision extends beyond PB&Js; he has plans for a broader range of products in the consumer packaged goods sector, leveraging nostalgia and authenticity as core brand values.

Previously, Blakley had established himself in the youth marketing world through various ventures, including his agency Utpec and YouthLogic. He recognized early on that Gen Z consumers were becoming disenchanted with traditional advertising methods. By focusing on authenticity, he sought to create brands that could have lasting impact rather than fleeting trends.

His formative years were marked by a relentless drive; he often prioritized business over school, even facing expulsion for it. Blakley’s entrepreneurial spirit led him to meet influential figures like Sprint’s president, showcasing his knack for seizing opportunities. “I literally just got kicked out for being here,” he humorously recalled from that pivotal meeting.

As Blakley continues to navigate the competitive landscape of consumer goods, his trajectory serves as a reminder that innovation often comes from listening to the next generation and challenging the status quo. With brands like J.M. Smucker Co. potentially overlooking the voices of young entrepreneurs, Blakley’s success story emphasizes the need for established companies to engage with emerging demographics or risk being outpaced.

Source: www.fastcompany.com