From Passion Project to Pantry Staple: Brooklyn Peltz Beckham

In this episode of Adspeak by ADWEEK, host Zoe Ruderman, Chief Content Officer at ADWEEK, sits down with Brooklyn Peltz Beckham to unpack the unconventional strategy behind building Cloud 23 into a credible, long-term consumer brand. Rather than relying on celebrity hype, Brooklyn spent four years obsessing over product design, packaging, and quality to create a condiment brand built on authenticity and repeat purchase behavior.

He explains why organic growth matters more than launch spikes, how selective partnerships with brands like Airbnb and Whole Foods strengthened credibility, and why saying no to misaligned opportunities protected long-term brand equity. The conversation also explores founder-led storytelling, experiential marketing, and the importance of designing brands with generational legacy and multi-category expansion in mind from day one.

What You'll Learn:

• How to resist the vanity project trap by designing every detail yourself
• Why controlled growth beats explosive launches
• The partnership vetting framework that protects brand equity
• How to leverage founder credibility strategically through experiential partnerships
• The repurchase metric as your north star for success
• Why multi-category expansion with intentional rollout builds dynasty-worthy brands

About the Guest:

Brooklyn Peltz Beckham is the founder and creative director of Cloud 23, a premium condiment brand launched after four years of meticulous product development. With a background in photography and design, Brooklyn brings a distinctly creative approach to brand building, overseeing every detail from bottle design to ingredient sourcing.

Guest Resources:

• Brooklyn Peltz Beckham on Instagram
• Cloud 23 Website

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