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P&G transforms advertising with in-housing, agency co-location and Silicon Valley tactics | WARC
“We’re implementing ‘fixed-and-flow’ agency models, with a ‘fixed’ amount of work at a core partner that requires experienced creatives for work on core brand campaigns, supplemented with a ‘flow-to-to-the-work’ approach through flexible sourcing from smaller, more agile shops,” said Pritchard.
agencybusiness  agency_future  brand_p&g  cpg 
4 weeks ago by JohnDrake
A Witch Cooks an Annoying Teen in a Pot in Skittles' Halloween Ad | Muse by Clio
Then things get weird, or meta, or something, when he whips out a smartphone and shows her a different Skittles commercial about a witch cooking a kid.
brand_skittles  funny  creative_executions_Film  cpg 
5 weeks ago by JohnDrake
Benchmark your ad investment by product category | WARC
Food and soft drinks are far less likely to have been disrupted by e-commerce, so the need for high levels of digital adspend to facilitate a path to purchase is reduced, the report says.

On the other hand, the pivot to online advertising is particularly stark within financial services and retail, with both sectors having invested heavily in developing digital platforms to serve their customers in recent years.

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• Ad/sales ratios: Food (2.6%). Confectionery (5.6%). Dairy (0.6%). Meat, fish, poultry (0.7%).

• Ad/sales ratios: Soft drinks (5.9%). Bottled water (5.9%). Carbonated (5.9%).

• Ad/sales ratios: Financial services (3.6%). Banks, credit, loans (6.7%). Insurance (0.8%). Investment (1.5%).

• Ad/sales ratios: Retail 2.3%. Clothing & fashion (2.9%). Restaurants (2.0%). Supermarkets (1.2%).
adspending  planning_bdg  cpg  food 
6 weeks ago by JohnDrake
Force & Form | Brand Design Studio
Force & Form is a brand design studio.
We specialize in the development of branding, identity systems, interactive media, packaging design & point of sale campaigns for consumer packaged goods.
agency  branding  design  company  packaging  wine  alcohol  CPG  vendor 
7 weeks ago by csaper
Bush's Beans boosts Twitter engagement by letting 18-year-old run account | Mobile Marketer
Bush's Beans boosted its Twitter impressions by 68 times and profile visits by 35 times after enlisting a superfan to run its account. Bush's Beans accepted a challenge by Harrison McNeill, an 18-year-old freshman at Florida State University, to run its @BushsBeans account on the social media platform, per an announcement shared with Mobile Marketer.​
socialmedia  influencer_marketing  socialmedia_strategy  cpg 
8 weeks ago by JohnDrake
Anti-Ad :60 - YouTube
From Chiat: Doritos Commercial "Anti-Ad" Demonstrates Taste & Flavor
Doritos focus on taste and flavor cues with their new "anti-ad" campaign. They've changed their handles on social media and their website URL to "Logo Goes Here," a way of distinguishing themselves from other brands. The simple and reduced shape of their logo to a triangle is an effort to create stronger memorability. They have shifted their messaging from the importance of their brand name to the importance of the taste of their product.
brand_doritos  planning_bdg  creative_executions_Film  cpg 
9 weeks ago by JohnDrake
Parents find ingenious ways to hide their crisps in Walkers' new ad – Creative Review
spired by the insight that 64% of parents have been hiding snacks from their kids, the film is based around the idea that Walkers’ crisps are just too good to share, and marks a departure from celeb-fronted spots featuring the Spice Girls and footballer-turned-TV pu
funny  creative_executions_Film  cpg 
11 weeks ago by JohnDrake
Big brands turn to big data to rekindle growth | Financial Times
- this makes me worry about the internal future state of research in large consumer companies
fmcg  cpg 
11 weeks ago by renaissancechambara
Global Ad Spending Is Up, But You Can’t Buy Loyalty in CPG – Nielsen
People are less brand loyal in the US and EU where 80% of advertising spending is than in other countries.

Why?

Consumers lack that constant reminder in markets where advertising spend is low,” he adds. “As a result, they consider more options and are ultimately more likely to stray.”
advertising  global  consumerbehavior  loyalty  nielsen  cpg  choice 
11 weeks ago by JohnDrake
Amazon Share Is Declining Amid Online CPG Sales Growth…Is Now the Time to Double Down? – Nielsen
Back in 2017, Amazon had a 43% hold on CPG e-commerce. This year, that figure has fallen to 39%. On the flipside, we’ve seen Walmart triple its share to 6%, Instacart double in size to 8% and we’ve witnessed healthy share growth among merchants like Target, Kroger and Chewy.com.

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Careful attention to online purchase fulfillment has been a meaningful success factor in CPG. Click-and-collect now accounts for 11% of all CPG e-commerce sales, a dramatic rise from 4% just two years ago and a trend to get in front of, based on what we see in big click-and-collect markets like France.

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America; One in 10 surveyed Americans are already using in-store click-and-collect purchasing. But that pales in comparison to the 29% of Indian, 27% of Vietnamese and 26% of Chinese shoppers who are already accustomed to ordering online and picking up their purchases in stores.
onlineretail  brand_amazon  cpg  america  grocery 
august 2019 by JohnDrake
The alt-milk market is getting frothy. Here’s a dairy farmer’s guide to the competition
Plant-based milks now account for 13% of the entire milk market, and sales in the $16B plant-milk industry rose 6% last year.

Almond milk still accounts for ⅔ of all plant milk sold. But as consumer thirst for “alt-milk” continues to grow, plant-milk startups are winning over an increased “share of mouth.”
Meet the mock milks (and their makers):

Oat milk: Oatly, which did $110m in 2018 sales and expects $230m this year, recently opened a US plant and sells at 7k US shops.

Macadamia nut milk: Milkadamia, an Australia-based nut milk company, distributes to 5k stores in the US (including Walmart).

Pea milk: Ripple, which has raised $108.6m, partnered with Whole Foods in 2016 and increased sales there 300% in their first year.

Banana milk: Mooala, which is currently available in 2k stores but plans to sell in 3k by year’s end, recently launched a creamer line.

Flax milk: Good Karma struck a distribution deal with America’s largest dairy company, Dean Foods, in 2018.
planning_bdg  cpg  dairy  almondmilk  beverage  food 
august 2019 by JohnDrake
Why Does Every Beer Look Look So Cool Now? - AIGA Eye on Design - Medium
While Big Beer is all about brand recognition and consistency, craft breweries have embraced a more experimental approach, distinguishing themselves with labels designed to catch the eye when you’re scanning the cooler.
beer  design  cpg 
july 2019 by JohnDrake
Pocket
Between 2007 and 2018, store counts increased while square footage declined.

in last ten years
46% were dollar stores, 25% were convenience stores and 16% were drug stores. Five percent were super centers, and only 1% were warehouse clubs.

/

Many factors are driving consumer shopping trends, which are consequently shaping physical shopping environments: fewer full stock-ups; more frequent trips for smaller baskets; abundance of choice; proximity to an array of options; increased spending on eating out; and e-commerce.

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Click-and-carry sales, for example, have grown from 4% of online consumer packaged goods (CPG) sales to 11% in just two years.
retail  nielsen  cpg  trends 
july 2019 by JohnDrake
Nomads travel to America’s Walmarts to stock Amazon’s shelves - The Verge
“If somebody likes a certain scent or how something works, they become loyal to that item, even if just the packaging has changed. They can no longer find that item in a store, and Amazon is one place they’ll look for it. It’s people like us who travel around that can find it.”
fmcg  cpg  retailing  e-tailing 
july 2019 by renaissancechambara

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