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Innovation, Positioning

CPG Product Line Stretching For Increased Market Share.

When Cadbury launched its instant mashed potatoes, we had a clear example of where product line stretching doesn’t work. But, when Dole stretched its product line from canned fruit to frozen fruit bars, consumers received the stretch well. These contrasting outcomes indicate that product line extensions can be risky if improperly executed but a real…

Strategy

7 CPG Brand Dilution Examples And How To Avoid It.

When Dr. Pepper launched its BBQ sauce, customers were scratching their heads, wondering how a beloved soda could venture so far from its roots. This is just one case among many brand dilution examples, highlighting the risks a brand may face when it strays too far from its core identity. This article examines seven striking…

Testing

Use consumer-tested packaging design to crack the code of impulse purchases.

For many FMCG brands, impulse purchases are the primary means of attracting new consumers and driving increased sales. And the make-or-break factor influencing these snap decisions is, of course, packaging design.  Marketing leaders know this. However, many still rely on intuition instead of data when creating packaging for high-impulse products. Rather than test the packaging…

Strategy

A Complete Roadmap For Brand Voice Development