Julia Marget’s career has been a masterclass in brand strategy, crisis management, and entrepreneurial spirit. From her early days as a Red Bull “mobile energizer” to navigating the infamous Vegemite 2.0 PR disaster and co-founding the women’s sexual wellness brand Vacation Vibes, Julia’s story is one of bold moves, quick thinking, and a deep understanding of what makes brands resonate. She sat down with Marty and Shura to unpack all of the highs and lows of an outstanding career.
Julia’s career began at 18 as one of Red Bull’s iconic brand ambassadors, tasked with handing out free cans at events and generating buzz. In the early 2000s, the brand cleverly realised that guerilla marketing was the best method to cut through and enter the market. They hired a bunch of young, energetic ambassadors to roam the streets giving out product and creating a vibe at events.
• The Job: Driving a branded car, distributing 120+ cans per shift, and creatively marketing the brand.
• Culture: A cult-like environment with rigorous hiring—six interviews to ensure the right fit.
• Lesson Learned: Initiative can backfire. Julia was fired after an unauthorised radio interview defending Red Bull’s caffeine content—a move she now admits was a misstep.
“I thought I was being cheeky, but I hadn’t had media training. It was a lesson in corporate protocol.”
After stints at Lion and Kraft Foods (now Mondelez), Julia managed PR for iconic brands like Vegemite and Cadbury. Her biggest challenge? The Vegemite 2.0 naming debacle.
• The Idea: A cream cheese-infused Vegemite aimed at attracting Marmite lovers.
• The Crisis: A public vote led to the name iSnack 2.0, sparking 50,000+ negative Facebook comments in six hours.
• The Fix: A rapid pivot—letting Australia vote again, renaming it Cheesybite.
“Iconic brands don’t belong to companies—they belong to consumers. Change cautiously.”
Julia’s husband, Luke Marget, co-founded Nutrient Water, Rokeby Farms, and Cocobella. Along the journey, Julia has played a key role in shaping their brand strategies and direction.
• Nutrient Water’s Pivot: Initially marketed as a health drink, backlash over sugar content led to a shift toward Cocobella, now a leading coconut water brand.
• The Drake Effect: When Drake posted Cocobella’s chocolate coconut water, sales quadrupled overnight. It was all organic and no-one was quite ready for the onslaught. The brand struggled to feed demand in the short term.
• Distribution First: “A great idea means nothing without distribution.”
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Julia’s latest venture, Vacation Vibes, is a sexual wellness brand designed to be accessible, stylish, and stigma-free.
• Strategy: Sold in pharmacies and boutiques (not adult stores) to normalise the category.
• Product Testing: Rigorous feedback from friends and team members ensuring quality.
• Crisis Prep: Training retail staff to handle questions from kids or conservative shoppers.
“We’re not just selling vibrators—we’re selling confidence and wellness.”
Key Takeaways from the conversation:
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Brands Belong to Consumers – Tread carefully with iconic products. Large scale change can lead to large scale backlash.
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Crisis Management is Proactive – Anticipate backlash and have a plan.
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Distribution is Everything – Even the best product fails without shelf space.
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Destigmatise Through Design – Make taboo categories approachable.
From energy drinks to coconut water to pleasure products, Julia Marget’s career proves that great branding is about understanding people—not just products.
Listen to the full episode here: https://open.spotify.com/episode/7MzVXwvbEwm8qw54ECRYZ4?si=0c282b7c34394399
Watch here:Julia Marget on WTF