Consumer Packaged Goods

Note from the editor

Packaged goods marketers have largely stayed the course with their marketing spending despite a tumultuous period mired in rising inflation, intense supply chain pressures and labor shortages. The steady stream of media dollars has extended a run of innovation and improved efficiency for the category, with brands turning to emergent tech like artificial intelligence and tactics like creator-driven gaming content to engage consumers.

Part of the buoyancy is simply winning brands doubling down on what's working in an era that's put a premium on digital strategy and e-commerce. But elsewhere, the industry is responding to increasingly critical mandates that don't carry easy solutions: What will CPGs do once third-party cookies are deprecated in 2023? How does a traditionally stodgy category reach young people who are averse to advertising — as well as the tropes it's reinforced? How can a business predicated on disposable products be sustainable?

In the report below, Marketing Dive examines:

  • Procter & Gamble's ideas about how to put digital measurement challenges to bed
  • How marketers like J.M. Smucker are reinventing their messaging to center on culture
  • Mondelez leveraging empathy to make personalized marketing that sidesteps the creepy factor

With uncertainty and disruption continuing to be a guiding theme heading into 2022, this content can serve as a reference point for understanding and reacting to new obstacles in the months ahead.

Peter Adams Reporter

How Mondelez deploys empathy to sidestep personalized marketing's 'creepy chasm'

At Advertising Week, Global Vice President of Consumer Experience Jon Halvorson emphasized that efficiency is driven by smarter creative and a simpler media plan.

• Published Oct. 22, 2021

P&G's Pritchard calls out Sisyphean challenges around improving measurement

• Published Sept. 22, 2021 • Updated Sept. 23, 2021

How Mars measures the emotional impact of video ads using AI tech

A proprietary tool tracks eye and mouth movements so the company behind M&M's and Skittles can gauge whether a campaign is resonating or needs to be tweaked.

• Published Sept. 1, 2021

CPG brands ditch domestic tropes for culture-led marketing. Will it pay off?

Fewer parents and higher spending power among Gen Z could see historically stodgy brands move away from ads targeting mom and dad.

• Published Oct. 5, 2021

How PepsiCo is harnessing data to help retailers increase sales

The food and beverage giant's Pepviz platform uses analytics, data science and other tools to ensure a store is carrying the right product mix and optimizing shelf space.

• Published Oct. 4, 2021

What's next for sustainability in marketing following a year of surprising resilience?

Corporate pledges are increasingly being complemented by more direct ad campaigns as companies like P&G and PepsiCo prioritize the issue.

• Published Oct. 14, 2021

How Hot Pockets joined Gen Z gamer culture through Twitch Bits

A couponing push drove six times higher conversion rates than past efforts, helping the brand gain relevancy with key young cohorts.

• Published Oct. 25, 2021

Latest marketing trends in consumer packaged goods

Wariness toward in-store shopping has accelerated the need for stronger e-commerce and DTC strategies from CPGs, with poor online experiences becoming big deal breakers for consumers. At the same time, CPGs have found themselves at the center of calls to promote diversity and inclusion on both the marketing and product fronts.

included in this trendline
  • How Mondelez deploys empathy to sidestep personalized marketing's 'creepy chasm'
  • How Mars measures the emotional impact of video ads using AI tech
  • How PepsiCo is harnessing data to help retailers increase sales
Our Trendlines go deep on the biggest trends. These special reports, produced by our team of award-winning journalists, help business leaders understand how their industries are changing.
Davide Savenije Editor-in-Chief at Industry Dive.