Max Mulvihill

CPG Entrepreneur & Fractional-CFO | Helping Emerging Brands Scale Profitably

[Max Mulvihill @MaxMulvihil]

elitism and liberal politics infiltrated trail running in 2020. Marathons were cancelled and all the sub elites jumped into trail with BLM bandanas and buzzwords looking for heads to chop. https://t.co/F8FWpbknkw

[Max Mulvihill @MaxMulvihil]

@Cernovich To an absolute psychopath

[Max Mulvihill @MaxMulvihil]

🤣

[Cernovich @Cernovich]

Tech VC’s thought AI was sentient because they had never read books and hence the LLM was beyond anything they had ever seen.

[Max Mulvihill @MaxMulvihil]

Want to meet as many of you as possible this month at Fancy Foods NYC.

Also, one of my clients is kicking off a Series A in September. Opportunity to meet the team before everyone knows about it.

DMs open!

[Max Mulvihill @MaxMulvihil]

@NPR Never forget

[Max Mulvihill @MaxMulvihil]

The federal gov’t has completely fkd domestic freight

[Max Mulvihill @MaxMulvihil]

brand growth is primarily penetration-led. Brands grow by recruiting new and lapsed households, not by deepening loyalty among a narrow base

https://t.co/bFajpJzaaB

[Max Mulvihill @MaxMulvihil]

brand growth is primarily penetration-led. Brands grow by recruiting new and lapsed households, not by deepening loyalty among a narrow base

https://t.co/bFajpJzaaB

[Max Mulvihill @MaxMulvihil]

@seanjagermann I thought you were considering Miami !

[Zach Greenberg @ZachCPG]

1x grocery store in Miami with bouncers allowing people in is cool.

but imagine having your brand in 800 prestine Maverik locations across 20 states.

And unlocking the biggest convenience store distributor in the country while you're at it.

Consumers don't have to wait in line on the sidewalk.

Incredible smoothies as well.

[Max Mulvihill @MaxMulvihil]

of all my takes to get views…

[Max Mulvihill @MaxMulvihil]

cool branding

[Max Mulvihill @MaxMulvihil]

What a review! 🙏

@youagainfoods

[Max Mulvihill @MaxMulvihil]

@chorizoandbeer @NickDaz @Stealx Funny story. My little bro once bought Athletic thinking it was light beer.
I knew at that moment they we’re golden.

[Max Mulvihill @MaxMulvihil]

cool branding

[CPG WIRE @cpgwire]

Roadie is a crisp, super light beer with 0.0% alcohol and 0 calories.

Brewed in L.A. with malted barley and hops, Roadie is currently available online and at select independent retailers throughout Southern California.

A 6-pack retails for $13.99 + shipping on their website.

Branding & packaging by LAND.

[Max Mulvihill @MaxMulvihil]

@Stealx Good signal to the cops while drinking and driving 😂

[Palmer Luckey @PalmerLuckey]

@markpoloncarz Teddy Roosevelt regularly staged boxing matches in the White House. He lost sight in one eye from a detached retina because he himself was fighting at the White House in one of these matches.

And the Founding Fathers regularly dueled with pistols, one of them died doing so.

[James Murphy @jamestmurphy_]

Bringing legal action is difficult. But sometimes necessary.

Today we sent a letter to Oasis.

I’ve attached it below.

Read on if you want the background.

…

I first heard of Oasis in December 2024 when they published false reports about LMNT.

I publicly and privately explained to the founder why he was reading lab results wrong. 300x wrong, to be specific. He failed to make corrections.

I let it go.

But I kept hearing from founders being unfairly treated. Kept seeing these guys put out made up content that would go viral. Striking fear into thoughtful people concerned for their health.

4 other brands (so far) have sent cease and desist letters with him for falsifying test reporting.

He’s been mocking them online about it.

No rigor.

Not recognizing there is a group of people (scientists and brands) who actually operate and know how this stuff works. Like basic math. Like basic testing protocols.

Just last week, an Oasis post misrepresenting heavy metal levels in protein went viral. It reached 3.5MM people on twitter that day. They got called on it and retracted it with a public apology – the retraction reached 27k people on twitter. That’s a 100x higher reach on false information than the truth.

Blatant errors in reading test results, paired with language like “heavy metals in protein causes neurological impairment and birth defects in kids” strikes terror in people - especially new parents.

Many feel that reform is unlikely. I prefer to be optimistic of people. If Oasis wants to stay in this business, I suggest they:

- Immediately remove themselves from the App Store. Defamatory damages build every day for each misrepresented brand.
- Rebuild the entire framework of their app with a reputable toxicologist and scientist input with a fair framework equitably applied to all brands (no personal bias penalties).
- Correct the misinformation, with equitable reach, on each of the brands damaged.
- Develop communications guidelines for social media. Context over clickbait. Empowerment over fear. Consumer choice over chaos.

Oasis has defamed dozens if not hundreds of brands now and misled millions of people. And I have heard from many other brands and consumers wondering how to help make this stop.

This is not just Oasis. There are other offenders too.

I’ve never been a fan of litigation. I’m really not thrilled about it. But I am committed to it.

If you won’t stand up for your product, who will? And don’t people want to be customers of brands that stand behind what they make? I do.

If damages are ultimately awarded, they will go to charity.

It’s hard to stand up for what’s true online these days.

At some point, when it gets bad enough, some people do.

[Max Mulvihill @MaxMulvihil]

I hope the ppl of LA reclaim the greatest city on earth from this insanity.

[Spencer Pratt @spencerpratt]

When I was in my 20’s I was on a TV show. When Karen Bass was in her 20’s, she was training in terrorist tactics and guerrilla warfare with communists in Cuba. Back when the LA Times was still in LA, and used to tell the truth…

[Max Mulvihill @MaxMulvihil]

What a review! 🙏

@youagainfoods

[Max Mulvihill @MaxMulvihil]

All these NA products are enjoying the benefit of allocated, experimental shelf space. When you collapse the main differentiator of price, how do merchants rationalize the space in the face of ongoing underperformance?