WordSmiths - The Smith Brothers Agency Blog


Living on the edge in a CPG world.


Image Credit: Tony Marghella

The weekend long “hack-a-thon” is an event quite popular in the tech community where participants have grown their skills, turned ideas into apps and started companies. Time and again these events have answered the question of what one can really do in a just a few days – which is to say, a lot. Personally, I’m a huge fan of these events because they push my skill levels and introduce me to new technologies, people and strategies.

A recent eMarketer article noted that, “brand loyalty, not as well-formed among younger shoppers, is more difficult to establish today, as a greater interest in healthier, fresher and organic food among millennials entices them to the perimeter of the store, leaving less money for the branded products in the center aisle.”

While I hate to admit that I fall into a category, this statement couldn’t be a truer representation of me.

Perimeter Shopping Rule

Image Source: http://www.brainpickings.org/2011/11/01/maira-kalman-food-rules/


We are very happy to welcome Dave DiNuzzo and Noah Purdy to the Smith Brothers Family! Both Dave and Noah are joining our expanding Creative team as Social Content Creators.


At the Natural Products Expo West six months ago, the marketing question on every up-and-coming food and beverage brand’s lips was, “what’s happened to my organic Facebook reach?” Every marketer wanted to know if their brand’s crashing social reach numbers were the result of something they were doing wrong, or if others were experiencing the same plummet.


America has spoken, and the message is clear: “pumpkin beer rules.” As inexplicable as that may seem, even traditional “macro brew” drinkers seem enthused about the seasonal beverage, as each year more breweries release their product earlier than ever. First to the shelf or tap means more sales, even if that in turn means drinking a traditionally autumnal beer in early August’s heat and humidity. Perhaps we as consumers have reached critical pumpkin beer mass.


The announcement earlier this month that General Mills will acquire Annie’s1, one of the largest independent natural/organic food brands, is a bellwether that consumer demand for healthier options has finally reached the tipping point. With the natural products category poised to exceed $226 billion by 2018 (representing more than a third of all U.S. retail grocery sales) and growing by almost 9% YOY2, traditional CPG manufacturers and retailers are carving out significant room in their brand portfolios and on store shelves for products that represent the ideal balance of taste, nutrition and corporate/social responsibility that modern shoppers seek.