“In a world where nothing can be hidden, you’d better have nothing to hide.”
This quote from Cargill CEO Greg Page could have been the tagline for the 2014 Natural Products Expo West – the world’s largest natural and organic products tradeshow, which took place March 6-9th at the Anaheim Convention Center with more than 67,000 attendees and 2,600 exhibitors.
The overarching themes of transparency, authenticity and shared values permeated the educational seminars and show floor discussions. And the rise of social media as the #1 platform for consumers to easily research, review and provide feedback directly to brands was a clear driver for much of the product innovation (and reformulation) that was touted by exhibitors.
Continue reading “Five Big CPG Trends Emerge from Expo West”
At Smith Brothers, our mission is to “Create inspiring ideas for courageous clients.” As students of the advertising business, and marketing in the CPG space in particular, we’re constantly on the lookout for work that not only impresses strategically and shines in execution, but that demonstrates some serious chutzpah on the part of the client who embraced it. We all know that too many clients err on the side of safe, hunkering down in the foxhole, afraid to lift their heads above the horizon line lest they have them blown off by senior management. Courage these days doesn’t come easy.
In this blog series, we will hold up those recent CPG marketers who should be recognized not only for their smarts, but for their bravery. Whether it’s eschewing the norms of a category, diving into uncharted waters in the digital space, committing big budgets to brand new platforms or just doing jaw-dropping creative, we will identify those brands that we think took a little more risk and stood a little taller than the field – those we think deserve a salute. Continue reading “It’s Smart As Hell, But Is It Truly Courageous?”
According to MEI Trade Insight, 87% of CPG brand marketers intend to increase or maintain their spend on trade activities in the year ahead. This stems from a belief that, in these recessionary times, moving more money closer to the shopper is a better way to get more bang for the buck. We have no argument with the “closer-to-the-shopper” philosophy. But in order to make this approach actually work, you have to know what closer to the shopper actually means —and “in the store” ain’t necessarily the whole story. Continue reading “President’s Post: Shopper Marketing & The Big Miss!”
It’s often been said that innovation is the lifeblood of any CPG manufacturer. Without a deep pipeline of new product SKUs, it can be hard to garner the excitement of retailers and consumers and fight off the inevitable encroachment of private label.
But regularly rolling out new product forms and flavors can be costly and a risk that most brands don’t have the stomach for.
I’ve recently noticed a few brands have been able to innovate, without changing their product at all.
Continue reading “Packaging Is the New Product”
In an eMarketer interview late last fall, Pete Blackshaw, Global Head of Digital Marketing & Social Media for Nestle, had a quote that I latched onto. He said, “Social media is less of a stand-alone appetizer than a basic food ingredient for all marketing.” I think the food analogy coming from a forward-looking head of digital marketing at one of the world’s largest food manufacturers is more than a play on words. It is extremely sound advice delivered in a clever, succinct sound bite.
We have a similar philosophy permeating our agency: “Technology is not an idea… but ideas can no longer survive without technology.” Continue reading “Social Media Ingredients – Part of a Bigger Recipe”