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Top 4 Packaging Rebrands of 2021: Inspiration for Your CPG Company

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Top 4 Packaging Rebrands of 2021: Inspiration for Your CPG Company

February 16, 2022

Written By: Danielle Muller & Kelly Criswell

Rebranding is critical to every CPG company’s success. 

Your packaging is outdated, competitors in your category are encroaching on your look, your brand is pivoting its positioning, you’re receiving negative feedback from consumers — the list of reasons to rebrand ASAP goes on. 

But while rebrands are common and important, it doesn’t mean they’re straightforward. It can be hard to know what trends to jump on and which to skip. Or how to make your packaging stand out without confusing long-time customers. 

We compiled our list of the top four food and beverage rebrands of 2021 so you can see what others in the industry are up to. Get inspired by their effective new looks before you take on yours. 

1. Oikos Greek Yogurt 

Danone North America owns Oikos, the popular Greek yogurt brand. The brand features line extensions such as Triple Zero and Pro. 

Pre-Rebrand: Packaging that Blends into the Yogurt Aisle 

The yogurt aisle is predictable. Lots of brands employ pastel color palettes, and their packaging features a spoon with a bite of yogurt placed just so. 

Oikos’ packaging used to follow these tropes to a tee, which is likely why they decided to refresh their aesthetic. Their old pack was a run-of-the-mill blue with the exact spoon illustration you’d expect. 

It lacked appetite appeal and, frankly, originality. 

Post-Rebrand: A Bold Look in a Bland Category 

Oikos yogurt doesn’t blend into the yogurt section anymore. Their new packaging successfully broke away from the spoon convention. Now, it looks like the yogurt itself is overflowing from the pack, ready for you to dig in. 

The boldness is in stark contrast to the usually recessive and quiet yogurt packaging. Not to mention the product looks delicious thanks to the clean packaging highlighting the yogurt’s unadulterated flavor.  

Overall, the rebrand is totally ownable for Oikos and disruptive in the space.

2. Superfrau 

Hip, online-only brand Superfrau offers fizzy, whey-infused beverages. The fruity flavors are combined with benefits like natural energy and vitamins to make it a perfect Gen-Z nonalcoholic social beverage. 

Pre-Rebrand: Way Too Much Whey 

Superfrau’s previous packaging did them a disservice. Even though they were selling a disruptive, unique product, their pack lacked personality. It was far too clinical, with muted colors and no appetite appeal. 

They were also too focused on their star ingredient, whey. But consumers may or may not know what whey is. Zeroing in on it with the pack’s phrase “This is how whey do it” was likely isolating shoppers who’d otherwise be interested in a fizzy drink.

To boot, Superfrau’s old packaging didn’t make their positioning clear. Is it a post-workout drink? Who exactly is it for?

Post-Rebrand: A Fun Aesthetic to Match its Positioning 

The new packaging truly embodies the brand’s spirit with its bold colors, comic book-style illustrations, and quirky word bubbles. Superfrau is sure to attract young audiences impressed by the company’s innovative spirit and commitment to upcycling. 

Superfrau now looks like a beverage you’d reach for at a social gathering, which hones in on their positioning. The pack also touts benefits their audience will care about — like “B12 Natural Energy Boost” and “Supports Your Gut.” 

Lastly, changing the product’s container from a bottle to a can is genius. If the illustrations don’t help with appetite appeal, the can surely screams fizzy, fruity, and refreshing.

3. Planters Nuts

Everyone knows Planters. They’re the nut company, founded all the way back in 1906. Mr. Peanut is their beloved and famous mascot. 

Pre-Rebrand: An Outdated Icon 

Planters’ 1906 founding means their branding has been around for a long time. And their pre-rebrand packaging showed its age. 

There was little appetite appeal on the old packaging — just an illustration of the peanuts. Plus the logo was beginning to recede into the background of the light blue label. Not to mention the brand was still using the no-longer-popular “Heart Healthy” sticker. 

Post-Rebrand: Mr. Peanut for the Present-Day

This rebrand is slightly different from the others. It’s evolutionary, not revolutionary. As we said, Planters is a pioneering brand. They need to be careful with rebrands. A revolutionary change could alienate loyal customers who no longer recognize their favorite products. Small — yet impactful — changes to their packaging make this a top strategic rebrand of 2021. 

On the new packaging, Mr. Peanut is bold and flat, which is on-trend today. The logo is now more legible, and the darker blue gives the whole pack an even more iconic feel. Overall, the updated look is slightly more premium than before, especially with the peanut photography providing much-needed appetite appeal. At the same time, it’s close enough to the old design so as to not confuse steadfast Planters shoppers. 

Notably, Planters did away with the outmoded “Heart Healthy” banner and replaced it with the buzzy “Plant-Based Protein” label. This is the perfect shift considering today’s protein and plant food-obsessed consumers.

4. Daring

Daring describes itself as “The plant chicken for people who love the taste of chicken chicken.” And that pretty much sums up the brand’s M.O. It’s a delicious, plant-based, believable alternative to chicken. 

Pre-Rebrand: Setting the Wrong (Color) Tone

Daring’s old packaging was actually quite wonderful. The color scheme was totally unexpected — and therefore disruptive — in the plant-based meat category. 

Still, now that they’ve updated their look, it’s clear why the change was needed. Those cool colors didn’t scream “chicken.” Also, the pack lacked appetite appeal and was perhaps too young looking. Who were they targeting with their product?

Post-Rebrand: Nostalgia Marries Modern Comfort Food 

The new packaging is a slam dunk. First off, the “chicken” looks irresistibly delicious. Daring’s appetite appeal game is on-point. 

The muted color palette gives the pack a comfort food feel with a dash of 80s nostalgia. That’s perfect for their older audience member who has fond memories of eating chicken nuggets in their mom’s living room. Finally, the logo is now horizontal instead of vertical, which makes it easier to read. 

On the whole, Daring’s rebrand remains disruptive (thanks, clean graphics) but with a novel air of sophistication.

Planning a Rebrand in 2022?

If this hit list of rebrands is inspiring you to rethink your packaging, shoot us a message. At GRO, we leverage deep industry experience and serious consumer insights to give CPG brands the next-level design they need.

The Hidden Downsides of Excessive Line Extensions Your CPG Brand Needs to Know

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The Hidden Downsides of Excessive Line Extensions Your CPG Brand Needs to Know

January 27, 2022

Written By: Fred Gammon

Line extensions are the most popular tool in a CPG brand’s sales-generating arsenal. You’re simply adding a SKU or two to your product offering. And these new SKUs have the same basic benefits and branding as the rest of your shelf set. Take potato chips. Salt and vinegar, barbeque, sour cream and onion — these are flavor line extensions for potato chip brands we all recognize. 

Why are line extensions the go-to tactic? Put simply, it’s because newness sells. Variety is the spice of life. 

Launching new versions of existing products with on-trend ingredients, flavors, fragrances, boosters, supplements, etc., is attractive to sales teams, appealing to retailers, and engaging to consumers. 

 Or so you think. 

Three Reasons Too Many Line Extensions Aren’t Doing Your CPG Any Favors

In reality,  excessive line proliferation doesn’t come with those benefits. In fact, it can weaken the strength of large CPG brands like yours. Consider the downsides of too many line extensions before you go flavor crazy. 

1. You Won’t Attract New Customers Without Added Benefits 

Unfortunately, there’s no hard and fast rule for how many SKUs you should have on-shelf at any given time. It’s largely dependent on your food and beverage brand’s category. 

What’s important to realize is that, even in categories that lend themselves to lots of SKUs, you’ll reach a limit where additions are no longer effective. They won’t garner more attention or revenue. 

Ice cream, for instance, is a category with tons of line extensions. It makes sense. People enjoy different flavors. Baskin Robbins, in their advertising, famously offers 31 ice cream flavors. But you won’t find all the flavors in any one store (maybe 12-16), and they own the store. That tells you how much variety they think their consumers need at any one time.

Some ice cream brands that distribute through supermarkets seem to push for distribution of marginal extra flavors. Blue Bell and Dreyer’s for example have a flavor heavy line up in the freezer aisle. But here’s the catch. Adding extra flavors is unlikely to bring in extra dollars or new users. Sure, existing customers might try one of the new flavors instead of going for their usual. But that’s a sales swap — one product for another, mint chocolate chip for birthday cake — not additional revenue. 

What’s more, those brands haven’t created any new benefits with their line extensions. The brands are known for variety already. It’s not the same as offering a Lactose Free or Non-Dairy or Plant Based offering or an Ice Cream Cake/Dessert that might attract new users or new usage.Therefore, they’re not drawing any new customers into the franchise. 

2. Your Sales Velocity and Retailer Relationships Could Diminish 

When it comes to product sales, velocity refers to how much of a particular item is sold over a certain period of time. As you’re probably painfully aware, retailers measure velocity religiously. 

If you have too many SKUs (aka too many line extensions), some are bound to sit on the shelf. Consumers will stick with their go-to flavors. And when one of your products doesn’t move well, your brand’s average velocity will decrease. 

 A poor velocity can degrade your relationship with the retailer. They won’t be pleased you can’t sell the items they’ve given you the shelf space to sell. If you’re on bad terms with certain stores, you can say goodbye to your A+ shopper marketing game. 

3. Line Extensions Have the Power to Dilute Your Brand’s Core Benefit

If at this point your velocity keeps dropping, your retail partners aren’t happy, and you’re not bringing in new customers to your company, it’s more than safe to say line extensions are doing damage to your CPG brand. 

In fact, even your most loyal existing customers might not be able to discern your core brand benefit in the vast sea of product variety. Do all of those added flavors or fragrances or whatever really represent your brand? Looking at Health and Personal Products, do the leading brands in shampoo, conditioner and men’s body wash need to promote such a vast array of hair problems and benefits or bold fragrance imagery to sell product varieties that are essentially the same?

Herein lies the ultimate problem with excessive line extensions. They dilute that core brand benefit and, as a result, your CPG brand as a whole. And frankly, it can be tough to come back from such a weakened state in the market’s perception. 

Four Tips for Tasteful and Timely Line Extensions 

Despite their potential downsides, line extensions are a permanent and popular feature of the product sales and marketing playbook for a reason. All categories need variety, and you can leverage line extensions to maintain momentum in the periods between significant technology or performance leaps. 

To avoid the negative outcomes of line extensions, don’t attempt them all of the time. When you do release a line extension, make it truly special. Here are some tips:

1. Make Your Line Extensions a Limited Time Offer

An LTO has the power to mobilize consumers because they understand they won’t be able to get your new product variety forever. And mobilized consumers mean a burst of sales for your brand.

2. Create Special Packaging So New Varieties Stand Out

Don’t put out a new flavor in the same old packaging. Consumers will walk right by. Instead, create a special packaging design for any line extensions you release. 

3. Take Advantage of Cause Marketing 

Linking a line extension to a certain cause can also encourage consumers to purchase your new product. If the message behind the special item(s) reflects positively on the brand, then any dilution of offering too many SKUs is short-lived. On the contrary, the sales increase and the visibility benefits the brand. 

4. Do Seasonal Flavors Right

Almost every CPG brand reveals Autumn and Christmas flavors as line extensions. Seasonal line extensions are actually smart. They can leverage the urgency we talked about earlier. But try to tap into seasons or occasions that aren’t overdone. What’s going on in the spring that you can take advantage of? How about a Halloween flavor? See what fits with your brand that isn’t cliche. 

Balance Line Extensions With Meaningful Product Improvements 

Line extensions are necessary. But, as mentioned, they should only be done in the periods between significant technology or performance leaps — not as the default. And certainly not if a certain new SKU isn’t gaining traction. 

Translation: Your CPG brand also needs to expand in ways beyond line extensions. 

Expanding in other ways might look like expanding up (adding a benefit or upscaling an offering) or out (moving into a new category). No matter how you look to expand, long-term success relies on delivering product benefit improvements at regular intervals alongside well-timed, interesting line extensions.

Your Food and Beverage Brand’s “Big Game” Playbook: 3 Lessons from Social Listening

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Your Food and Beverage Brand’s “Big Game” Playbook: 3 Lessons from Social Listening

January 20, 2022

Written By: The GRO Agency

“The Big Game” is right around the corner. Of course, many conversations around the big game are about trading football stats, predicting the final score, trash talking rivals, and generally engaging in all things game-related. 

But there’s good news for you, too. Food is a big deal during the Big Game People go all out making and indulging in their favorite football bites. In reality, the meal is just as important as the sporting event itself. It might even be more important. 

It’s true. And we can prove it. 

We conducted social listening trend research using advanced technology platforms to aggregate and analyze what all sorts of people are saying about the Big Game leading up to and on the big day. 

Food chatter flowed on every social media channel, from Twitter and Instagram to blogs. Take a look at three key takeaways from our research to help your food and beverage brand leverage this annual event to win over new consumers and delight your existing ones.

1. BIG GAME FANS ARE FOCUSED ON SNACK COVERAGE 

This point can’t be emphasized enough: Social media posts about the Big Game are incredibly food-focused. Which means tons of people — your current consumers and potential customers alike — are seriously enthusiastic about their gameday eating. 

Sure, our research revealed many super fans who are simply excited for the championship game. Their social media posts talk almost exclusively about football itself — especially if their team is playing. 

However, there’s an arguably larger contingent who are more excited for the party itself. And unsurprisingly, food is a big part of the draw. They take to social media to share recipes and their favorite Big Game snacks. You know the type. They’re also probably the most engaged during the halftime show and scrolling Instagram or Twitter during the actual plays. 

Eating and drinking are celebratory, even competitive, just like the game itself. In fact, creating snack spreads and other football-shaped foods amounts to a sport in its own right. 

The takeaway? Take advantage of this day of competition to create fun, indulgent products — and marketing activations to match. 

2. PLANT-BASED FOODS BELONG IN THE HUDDLE, TOO 

If you’re a plant-based CPG brand, this could be your year to finally face down your non-veg rivals. While better-for-you brands have no place on gameday, vegan remakes of traditional Big Game fare are trending. 

Case in point: Social media posters are decidedly anti-veggie tray on Big Game Sunday. And who can blame them? On the other hand, dishes like cauliflower buffalo wings, vegan dips of all varieties, and even plant-based desserts all got their fair share of mentions online. 

How can your food and beverage brand play to plant-based or even flexitarian game-watchers? If you create a unique product or recipe for consumers to share (on social, of course), you could be an early adopter in the vegan party food space. 

Being an early adopter comes with all sorts of perks. Most notably, consumers will come to associate your brand with vegan party foods because you were one of the first CPG companies to innovate in that category.

3. ADD TIKTOK TO YOUR PLAY CALLING 

Vegan foods won’t be the only thing trending on social media on football’s favorite Sunday. Pregame performances leveraging new channels — like TikTok — are on the rise. 

Miley Cyrus even gave the platform a go with her popular TikTok Tailgate in 2021. She performed for healthcare workers amid the COVID-19 pandemic. To keep the crowd size down, she broadcasted the performance on the video platform. And it was a megahit. 

If Miley Cyrus can go viral, so can your food and bev brand. No, really. 

In a way, TikTok democratizes access. Smaller brands and even individuals have the opportunity to become popular on the platform because it doesn’t only center on celebrities, influencers, and people who pay to be promoted. As long as you’re pushing out fun, creative content and using trending songs and themes, you can stand out. 

Our digital technology continues to diversify. Make sure you’re looking into all of your options for Big Game marketing activations about your products. 

YOUR BRAND CAN SCORE ON SOCIAL MEDIA THIS SEASON  

Pandemic permitting, 2022 might be an even bigger year for the Big Game than the past two years. People are anxious to get out of their houses and party with other humans. And there’s no gameday party without gameday grub. 

Even if there aren’t tons of in-person gatherings, people are still looking for ways to connect. What better way than with food? Recipe sharing and general snack-filled chatter will surely fill social media platforms in 2022 — regardless of where people end up watching the game. 

Remember, foods and beverages are celebratory. Weave your products into the gameday narrative in any way you can. That might mean creating a new vegan party food, tweeting a plant-based recipe, or jumping on a food-based TikTok trend. 

No matter what approach you take this year, show consumers that your CPG brand is relevant, fun, and here for the Big Game party right alongside them.

Ian’s Foods Brand Identity & Packaging Design

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Ian’s Foods Brand Identity & Packaging Design

January 13, 2022

Written By: The GRO Agency

In 2001, Ian’s Foods founder created mouthwatering, gluten-free meals for his son, Ian. His gluten-free comfort foods quickly took off in the burgeoning category.

By 2019 the category had grown and shifted. The Ian’s brand, which was positioned as gluten-free, but also happened to be free-from ‘most common allergens’, needed to reposition to meet the needs of an expanding consumer market. So Ian’s Foods tapped us to redesign their brand identity, packaging, and website.

We engineered a complete overhaul of the brand’s visual identity, taking care not to alienate their extremely loyal consumer following. By focusing on delectable product photography with a rustic aesthetic, a warm and natural color palette, design elements that give the brand an organic, artisanal feel, and testing the claims hierarchy with consumers we were able to craft a visual identity that brought the depth and flavor of Ian’s brand essence–and new market position –to life. The torn paper, customized fonts, prominently positioned claims, and tagline set in the shape of a smile were all incorporated to communicate warmth, quality, and foods crafted with care.

Our final step was to cohesively carry these elements into their website. Creating a consistent experience from digital to shelf for the brand’s consumer is important. Inspired by visual elements from the packaging, we were able to design an equally warm and inviting website that offered consumers a place to explore the mission, find recipe inspiration, and engage with the brand on a much deeper level.

Scope: Brand Identity, Packaging Design, Copywriting, Photography, Adaptation & Production, Website Design

Practical Methods to Grow Your Food and Beverage Brand’s Audience

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Practical Methods to Grow Your Food and Beverage Brand’s Audience

December 15, 2021

Written By: Fred Gammon

As a brand director, it’s your job to grow your CPG brand’s audience and reach. And you’re ambitious. You want to grow it well beyond each year’s two or three percent inflation bump. You want to forge a path in the most profitable nooks and crannies of the market. 

The problem is that expanding your audience isn’t always straightforward. In our experience, there aren’t many practical methods out there. Sure, there’s a lot of thought leadership about growth in the food and beverage industry. But what can you actually do to affect expansion at scale?

That’s where our ebook comes in. We’ll highlight three actionable methods to grow your brand’s audience beyond your existing customer base, whether that means growing up, out, or sideways. We even include real brands as both cautionary tales and success stories.

Lessons Learned from the Latest Plant-Based Food Research

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Lessons Learned from the Latest Plant-Based Food Research

December 13, 2021

Written By: The GRO Agency

Thanks at least in part to the COVID-19 pandemic, consumers are growing more and more concerned with their own health as well as how their consumption impacts the planet. As a result, the plant-based alternative (PBA) foods space is having a big moment.

Optimism is growing for the category by the day. Let this sink in: Half of all participants in a recent, comprehensive PBA study intend to purchase some form of plant-based food in the next three months alone. 

But it’s not just that consumers are buying —- and plan to continue to buy — PBAs. Many are also willing to pay a premium for these products.

All to say, if you’re in the PBA space, it’s time to double down. And if you’re not in the category, it might be time to expand. Create new products and optimize your current ones to suit consumers’ tastes. 

If you’re wondering what consumers’ tastes are, have no fear. We’ve summarized our key takeaways from the latest research just for you. 

Arrive Fashionably Early to the PBA Party 

It’s generally accepted that people are most likely to prepare PBAs for themselves in their own homes, rather than for the purpose of entertaining.  But it doesn’t have to be a solo activity.

You could come out ahead of your competition as an early adopter if you manage to position your brand as a special occasion PBA product. After all, there aren’t many (if any) PBA options marketed this way in the current landscape.

Consumers may feel self-conscious about their PBAs,  but you can position them as something different, exciting, and worth sharing with friends. Teach your audience that treating themselves and their guests with plant-based options can be just as indulgent and fun as their go-to entertaining meal! 

If your customers are specifically trying to appease non-plant-based consumers, it might be worth your while to call out that your food tastes like the “real thing.” Admittedly, this isn’t a crucial driver for regular PBA consumers (they’d rather your product actually taste good than talk about tasting good — more on this below). But it could make all the difference for skeptics who are accustomed to “regular” party food. 

Just as nonalcoholic drinks are becoming more mainstream and accepted at parties, so can PBA foods — with the right marketing, of course. 

Create Products that Truly Taste Like the “Real Thing”

It can be hard to know what to prioritize when you’re creating PBAs. After all, all sorts of consumers are now purchasing these products. It’s no longer just vegans or vegetarians you have to cater to. Flexitarians and even full-fledged carnivores are giving plant foods a go as well. 

The research has good, clarifying news on this front. All PBA shoppers say taste is the most important driver when they’re considering a purchase. 

We can drill down even further and say consumers (71% of all survey participants, to be exact) want their plant-based products to taste like their meat/dairy/whatever counterparts. In other words, your products need to deliver on familiar taste experiences if you want to reach peak success. So make sure they pass a taste test that includes the palates of vegetarians and meat eaters. The exclusively plant based palate may skew taste test results.

Communicate Your Plant-Based Food’s Nutritional Value 

Taste tends to matter the most to PBA consumers. But that doesn’t mean you can sacrifice nutrition and substance. This is especially true if your primary audience is vegetarians, vegans, or flexitarians as opposed to more conventional meat-eaters testing the plant-based waters. Why? Because 4 in 10 of these more devoted PBA lovers pin nutrition as their number one decision-making factor. 

This focus on nutrition in PBAs likely stems from confusion. No one is ever sure exactly what plant-based products are made of. Seriously, what’s in an Impossible Burger? Without an understanding of the ingredients, consumers just aren’t sure what’s good for them. And they’re not convinced PBAs are any less processed than mainstream picks. And really, are they? 

Case in point: Only 59% of survey respondents believe eating plant-based foods provides enough protein, vitamins, and nutrients for a healthy diet. Additionally, only 47% percent of respondents agree plant-based foods are minimally processed. 

How can we get those numbers up? First off, use high-quality, recognizable ingredients whenever possible. There are plenty of shoppers looking for plant-based foods that are actually made from plants other than wheat or whatever the heck seitan is. We know, it’s shocking. 

Furthermore, communicate your product’s nutritional value to consumers with clear claims. If your product is healthy, we give you full permission to brag about it with your claims. 

Choose Your Front-of-Pack Claims Wisely 

Speaking of claims, you’re probably wondering what the research suggests for the front and back of your packaging. Here are our major takeaways:

  • Tout food that’s made in the United States. Most consumers — particularly Gen-Zers — like to know their PBAs are produced in the U.S. In fact, this claim makes half of all people much more likely to buy a product. It’s truly a point of differentiation. 
  • Elevate the simplicity of your ingredients. All consumers want to know that their food is simple and clean. And the most impactful claims speak specifically to the simplicity of ingredients and process. Flexitarians in particular say that the ingredient list is “very important” in their decision making process. 
  • Claim “Plant-Based” over “Vegan.” Vegan isn’t a bad word, but references to “plants” seem to get brands further. It could be because more flexitarians and non-PBA shoppers are buying more PBAs; they don’t care as much about the specifics of veganism. And actual vegans will turn over the pack to verify your product’s veganess. To that end, opt for the claim “Plant-Based.” 
  • Do away with certain certifications. The research suggests that the claim “Plant-Based” is just as impactful as “Certified Plant-Based.” If that’s true, it means you can ditch time-consuming, expensive certification processes. Just be sure that’s the right choice for your brand. Though this is not true of certifications for non-GMO or organic.

Act While the PBA Market is Hot 

PBAs are especially hot right now, it’s true. But we predict plant-based foods are much more than a passing trend. As more Americans look for ways to care for their bodies and the planet, expect more vegan, vegetarian, and casual PBA shoppers. 

With this research, you have what you need to produce PBAs consumers are attracted to — products they’ll actually buy. Grab your place in the category now before you’re lost in the ever-expanding crowd of plant-based brands.

Impactful Cause Marketing Campaigns without the Cliché

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Impactful Cause Marketing Campaigns without the Cliché

December 7, 2021

Written By: The GRO Agency

It’s that time of year again. CPG brands are starting their Thanksgiving and Christmas buy one, give one blitzes online and in retailers nationwide.

Your brand may have launched its own campaign this past month. And we don’t blame you. Cause marketing has proven to be effective. In fact, 70% of consumers are more likely to support brands that show long-term support for a cause. In other words, your cause marketing efforts can result in more loyal customers and bolster your brand’s image. Not to mention you’re supporting important charities. It’s a win-win-win, right?

But there is one catch (as always). You can’t reap these cause marketing benefits for your food and bev brand unless your campaign is actually good. For many brands, it’s far too easy to wind up with cliché activations that don’t resonate with their target audiences.

How do you avoid these missteps and launch a campaign that actually serves your brand, your consumer, and your cause? Keep these best practices in mind to serve as a gut check so you know you’re doing this whole cause marketing thing right. 

Choose a Cause that Aligns with Your CPG Brand’s Values

It’s a bad look (to say the least) if you opt to work with an organization dedicated to diversity, equity, and inclusion while your own organization employs far too few people of color. Or if you’re an alcohol brand that decides to donate to after-school care for kids. It just doesn’t match up.

If your cause doesn’t align with your own values, you can say goodbye to those long-term customer relationships you’re hoping to establish. Consumers will see right through your inauthenticity.

You have to work with an organization that aligns with your CPG brand’s values and perception in the marketplace. It’s even better if you can choose a charity that’s also related to your product in some way. A kid’s snack brand would be better off supporting after-school care than an adults-only alcohol brand, for instance. 
In the case of shopper marketing campaigns, your cause marketing should attempt to align with the retailer’s values as well. Say Kroger supports Feeding America during a back to school sale. It makes total sense for that same kid’s snack brand to participate in that push.

When you align your cause marketing campaign with the retailer’s values, the retailer is likely to see you as a more valuable partner. Your campaigns — cause marketing and otherwise — have a better shot of being chosen to run in stores. More importantly, a well-aligned campaign looks more cohesive and convincing to consumers.

Mars Petcare executed a program at Walmart called “Extend a Paw.” They partnered with Greater Good Charities to feed undernourished pets. This cause marketing effort fits perfectly with Mars’ values and their target audience’s values. That’s the kind of synergy you should be after when considering causes for your campaigns. 

Form a Meaningful Relationship with the Organization You’re Supporting

One-time donations to a charity are great and helpful. But working alongside an organization for the long-haul is even better — for all parties involved. The charity or cause you choose will know they can count on your brand for consistent support. You’ll make a bigger difference through your commitment.

Consumers will also start to associate your brand with that charity because of your long standing partnership. You’ll gain much more respect and loyalty from your customers when they believe you genuinely care about that cause. This can do wonders for your brand’s equity and reputation.

Let’s put a fine point on it. When you choose to partner with the same organization over and over again, you’re forming more meaningful relationships with both that organization and your customers. 

Make Your Cause Marketing about More than Monetary Donations 

You have to contribute funds to the organization you’re working with. That’s a crucial component of cause marketing, after all. But to form those meaningful relationships (with the organization and consumers) we’ve been talking about, you need to go beyond money.

As a large food and bev company, you have a lot of resources at your disposal. Donate your time by sending a team to help your partner organization serve meals at a soup kitchen or any other activity they need you for.

You can and should also leverage your own influence and platforms to spread the word about the organization you’re working with. Retweet their posts or let them take over your Instagram stories. The goal is to be a microphone for their mission.

Don’t overlook donating goods as well. Kellogg’s completed a successful “Feeding Reading” back to school campaign at Kroger. Customers bought a product and got a free book, and another book was donated to local literacy programs. This obviously suits Kellogg’s target audience — kids — and matches their vision. But again, it proves your brand’s contributions don’t have to come in the form of monetary donations.

If you’re really committed to cause marketing, we’ll give you one final non-cash idea. Make your cause a part of your company’s ethos and social responsibility efforts. It goes back to being authentic. If you’re donating to an organization that helps people of color find jobs, for example, change your own hiring practices first. Walk the walk. 

Trash Tired Cause Marketing Activations in Favor of New Emotive Ones 

It’s all too easy to craft somewhat cliché cause marketing campaigns. One reason this happens is because CPG brands aren’t thinking outside the box when it comes to their activations. Their campaigns end up looking the same as every other brand’s cause marketing push. They just don’t catch consumers’ eyes in-aisle.

This usually happens when CPG brands glom onto the same few causes. For example, breast cancer awareness is crucial, but everyone rolls out their pink packaging in October. As a result, consumers have become desensitized to it.

This doesn’t mean you should stop supporting breast cancer awareness. It means you need to think of a new, emotionally-provocative activation for your campaign. One that stops consumers in their tracks — even in an all-pink aisle.

As an alternative, you could try elevating lesser-known causes and charities with your cause marketing campaign. An organization like Feeding America is important, but can you support a local food bank near your company HQ instead? Bonus: Send your execs there to serve a meal!

Create Special Edition Packaging to Bring Even More Awareness to Your Cause

It’ll come as no surprise that special edition packaging will take your cause marketing campaign to the next level. 
First of all, different packaging will stand out on the shelves — even among your own products. And it’s all about catching consumers’ attention. Special edition packaging also reminds shoppers who they’re supporting with their purchase. It makes them feel like they’re making a bigger contribution to the cause.

If possible, partner with creators and designers who belong to the group you’re trying to benefit. For instance, if you’re creating special edition packaging for Hispanic Heritage Month and donating funds to a Hispanic-led community organization, look to hire artists from within this community for packaging design.

Kelloggs rolled out special edition packaging for Pride Month and partnered with a grocery chain to donate to GLAAD. This is a great example of how packaging can bring even more awareness to a cause and your campaign.

Cause marketing is about creating an ecosystem that benefits everyone: Your brand, your customer, and most importantly, the cause itself. To actually see the benefits, you need to reassess your brand’s approach and figure out a way to stand out and catch the consumer’s eye. Thinking outside the box can be difficult, so let’s talk.

5 Tips to Customize Your Campaign Across Retailers Without Diluting Your Brand’s Message

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5 Tips to Customize Your Campaign Across Retailers Without Diluting Your Brand’s Message

November 11, 2021

Written By: Danielle Muller & Kelly Criswell

You have a bulletproof national marketing campaign for your brand. It’s ready to go, and that’s exciting. The only problem? Kroger doesn’t want the same program as Publix. As the shopper marketer for your brand, Kroger wants you to customize that national campaign for their store. 

At the same time, you’re concerned that customizing the campaign across too many retailers and regions will dilute the original brand message — and even damage your brand’s equity. 

It’s clear you need to find a way to respect both your brand and each retailer. Oh, and let’s not forget about reaching the right consumers who will (fingers crossed) buy your product. That’s a tall order. But with our five tips, your shopper marketing activations will please all parties — brand, retailer, and consumer. 

1. Find the Sweet Spot Where Your Brand and Retailer Audiences Overlap

The retailer and your CPG brand have at least one thing in common. Both want your shopper marketing campaign to reach the right audience and sell more stuff. But here’s the catch: Each retailer’s audience is going to be different from one another and from your national audience. 

Of course, you’re selling the same product everywhere, which means there is overlap in these audiences. You just need to find it. But how?

Dig into qualitative and quantitative data on the retailer’s target audience. Who shops at their stores? Compare that to what you already know about your brand’s target audience. We promise there will be at least one similar group you can go after. 

Say you’re trying to sell your potato chips at both Kroger and 7-Eleven. From your research, you know one of Kroger’s key demographics is millennial moms shopping for kid-friendly snacks. 7-Eleven, on the other hand, caters to college-aged guys looking for a quick bite. Both moms (well, their kids at least) and college students eat potato chips. Your own brand research and data tells you that. 

Now that you’ve found the audience overlap between your brand and the retailers at-hand, you can customize your campaign for each audience and store. In other words, consider how to best target moms in Kroger and Gen-Z dudes in 7-Eleven. Just be sure to keep the national campaign’s goal and your larger brand strategy in mind, too. 

2. Choose Distribution Channels that Further Your Campaign and the Retailer’s Goals 

Once you truly understand the audience(s) you’re trying to reach at a given retailer (thanks, Tip 1), you have to decide which channels will best reach that demographic.

Every retailer has a varying suite of channels at your disposal. Apps, websites, social media platforms, owned media channels — the list goes on. You’d be seriously missing out if you picked channels willy-nilly without any strategy. Instead, consider where your target audience is most likely to look. Still selling chips at 7-Eleven? It makes more sense to leverage their 7NOW app for that Gen-Z audience than it does to advertise with direct mail. 

Of course, it’s not as simple as choosing the best channel for your target audience. Nothing is ever simple in shopper marketing. As best as possible, you also need to consider the retailer’s goals. 

Does Publix want to amp up app use? If it also makes sense for your target audience, customize your campaign to work on their app. That way, Publix is more likely to select your program because they’ll be thrilled you considered their business goals. It might even improve your long-term relationship with that retailer. 

3. Align Your Shopper Marketing Program with the Retailer’s Vision and Values

Similar to considering the retailer’s goals for their channels, you should also try to align your shopper marketing campaign with the retailer’s overall brand. After all, every retailer has its own mission, vision, and values. Making your program match one of their values, for instance, will help you gain favor with that retailer. 

To understand a retailer’s values and vision, do your research. Does Whole Foods have sustainability programs? Does Walmart contribute to local school lunches? Think about how your campaign can further a retailer’s initiatives. Not only is this good for your relationship with any given retailer, shared values between your campaign and a retailer’s efforts makes for a more connective experience for consumers.  

4. Consider the Retailer’s Growth Strategy as You Customize Your Campaign 

Okay, last time we’re asking you to bear in mind what the retailer is after. 

What are the retailer’s business growth goals? Maybe they want to increase basket size, drive orders on their app, or expand their ecommerce presence. When you’re proposing a retailer-specific take on your national campaign, you should adjust your program (as much as you can) to help them meet their goal. 

If they want to increase basket size, customize your program so it encourages multiple purchases. If they want more customers to use their app, create custom deals that only pop up in-app. You get the idea. 

Again, capitalizing on the retailer’s existing business strategy will get your campaign buy-in and show that retailer you’re a solid partner with their best interests in mind. 

5. Think About How Regionality Might Affect Your Shopper Marketing Activations

This almost goes without saying. Almost. Not all of the retailers you work with are in the same market. Depending on the location of the store chain, you might have to customize your campaign based on culture, climate, or regional events. 

Imagine the Tampa Bay Buccaneers are in the Super Bowl. It makes total sense to run a program centered around the Super Bowl in Tampa Publix stores. Shoppers love fandom! But simultaneously running that same Super Bowl campaign at a Wawa in Philadelphia may only serve to make embittered Eagles fans boycott your brand. 

Understanding how location plays into your program isn’t always as obvious or big-time as a Super Bowl campaign. Think about how it’s harder to sell ice cream in December in Chicago, but might work in LA. Or how a campaign in an urban market might hit differently with a Midwest audience. 

Taking region into account is yet another way to show the retailer you’re paying attention to their needs while reaching the right audience. 

There Are More Tips Where These Came From  

Integrating these five tips into your next shopper marketing campaign will undoubtedly work for your brand, the retailers, and your consumers. 

But these pointers are just the tip of the iceberg. 

GRO has so much more to offer shopper marketers like you. Not only do we have more tips like these, we also have intel on specific retailers from years of running successful campaigns. We even have access to research and other information through membership associations — information you might not otherwise be able to get your hands on.  

If you want a partner to help you strategize, design, and execute your shopper marketing programs nationwide, contact us.

It’s a Party in the Nonalcoholic Drink Space. Your CPG Brand Better RSVP.

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It’s a Party in the Nonalcoholic Drink Space. Your CPG Brand Better RSVP.

October 27, 2021

Written By: The GRO Agency

Millenials have already been blamed for “ruining” food and bev products like light yogurt, cereal, and even the Big Mac. Now they’re coming for alcohol — and Gen-Z is backing the battle. That’s right. These younger generations are challenging the notion that social gatherings have to come with a hangover. 

So is there any wonder why the no-and-low-alcohol (NOLO for short) category is booming? Sales jumped by more than 30% in 2020 alone! 

The trend goes beyond millennials and Gen-Zers, too. The pandemic’s threat to our health converted many people into sober curious NOLO consumers and further buoyed the category’s growth. And let’s not forget the general trend toward wellness, which is surely playing a role in the rise of nonalcoholic drinks. 

What does this mean for innovation managers like you? You better start exploring the NOLO category so you can leverage the trend while it’s on the upswing — before another CPG brand takes your idea. Oh, and even if you’re not a typical beverage brand, you can learn from this category and apply it to innovations of your own. 

That’s why we tasted and reviewed 13 popular nonalcoholic brands for you. Take a look at the landscape. It just might inspire your next big idea. 

Breaking Down the Top Nonalcoholic Drink Brands for the Sober Curious 

Our deep dive into this space revealed three main groups of nonalcoholic beverages:

  1. Adaptogenic 
  2. Booze-mimicking 
  3. Other alcohol alternatives 

Let’s explore the brands and innovations making waves in each of these three groups.

1. Adaptogenic Brands Alter Consumers’ States without the Hangover 

It’s no secret adaptogens — herbs and mushrooms that claim to alter, nourish, and strengthen our bodies and minds — are “in” right now. CBD, ashwagandha, ginseng, and reishi are just a few of the hottest plant-based ingredients showing up in everything from juices to gummies. 

Unsurprisingly, adaptogens are also found in many nonalcoholic beverages. The brands in this particular group of drinks claim their products alter consumers’ states and offer health benefits. Adaptogen drink sippers might feel more at ease, sociable, and connected — as if they had a glass of red wine, but without the morning headache. 

Here are the adaptogenic nonalcoholic brands we sampled: 

We genuinely enjoyed all of these brands. Each has a premium vibe (perfect for brand-focused millennials and Gen-Z), great flavor profile, and commendable branding and packaging. 

If we had to pick an overall winner, it would be Curious Elixirs. The flavors are complex and robust; there’s a new note in each sip. Not to mention the slight edge that makes them a worthy alcohol alternative. The only issue? The products are numbered to differentiate between varieties, which creates a shopability issue. It’s tough to remember which number is your favorite (and least favorite) flavor. 

Recess wins specifically for best brand. They have a unique and strong position in the market as the only nonalcoholic company targeting creatives. No one else is talking the way they’re talking, and we’re obsessed with their purposefully lo-fi look. 

2. Booze-Mimicking Beverages Offer Familiar Flavors without the ABV

Commemorating special occasions (or even happy hours) often calls for a celebratory drink. But again, not everyone wants to imbibe. Enter booze-mickining beverages. These nonalcoholic drinks taste just like your classic, boozy favorites — and the demand for them is cheers-worthy. 

In this nonalcoholic beverage subset, we tried:

Okay, we have to be honest. We don’t quite understand the appeal of the booze flavor without the booze feeling. If you’re one of those people who loves bourbon (or vodka or gin) for the taste alone, shoot us a message. We really want to know why.

All that said, each of these brands does a great job tasting like the real thing. So that’s a win. Ritual Zero Proof’s varieties, for example, are almost too convincing as rum, whiskey, tequila, or gin cousins. 

Many of these brands focus on product variety (aka statement identity) over brand name. Meaning “bitters and soda” as the flavor is emphasized on the packaging and the brand name is secondary. If your brand innovates in the booze-mimicking space, this is an important note. Why? Because it makes sense to draw consumers’ attention to what you’re offering instead of who you are. 

3. Other Alcohol Alternatives Skimp on Liquor but Not on Flavor

This last group of nonalcoholic beverages features brands that don’t have adaptogens and aren’t trying to taste like actual alcohol. They’re positioned as unique alcohol replacements. 

Other alcoholic alternatives we tried: 

There’s something to like about each of these options. Ferm Fatale’s Shrub-bucha combines a classic shrub (aka a vinegar-based beverage) with kombucha. The result is an utterly innovative, delightful product. This might’ve been our favorite if not for the lackluster branding and packaging label. The label is supposed to peel off to reveal the NLEA info, but we just couldn’t get them to peel properly. 

On the other end of the spectrum, Seedlip’s packaging is absolutely gorgeous. We might even call it genius. Sadly, we found the product itself watery and hard to enjoy unless it’s mixed with more flavorful ingredients. 

We are biased, it’s true, but NOPE is the winner here. Their branding and packaging is the only one that takes a cheeky approach (see the fun, inclusive graphics and hilarious quotes on the packaging) to alcohol alts. NOPE’s flavors are also to die for. Mango Margarita with Jalapeǹo? We’ll take two!

Take Your Seat at the Alcohol-Free Table

NOLO drinks and sober curious crowds are here to stay. Case in point, sales are expected to grow 31% over the next few years. 

Now you know what the landscape looks like, including what current brands are doing to be innovative in the space. The question is: How will your brand take advantage of the proliferating (new age) prohibition audience?

Get Results for Your Brand, Retailers, and Consumers with These Modern Shopper Marketing Plays

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Get Results for Your Brand, Retailers, and Consumers with These Modern Shopper Marketing Plays

September 29, 2021

Written By: The GRO Agency

Shopper marketing is a trending topic among CPG food and beverage marketers. As a shopper marketer yourself, that’s great news for you, right?

Not necessarily.

In reality, there are still a lot of misconceptions about what shopper marketing really is. It doesn’t help that capturing the consumer on the path to purchase is no longer solely an in-store, linear endeavor. The cosumer’s path to purchase now integrates social media, digital delivery platforms, and ecommerce channels.

If you want to win everyone over with your modern shopper marketing ways, it’s time to toss old shopper marketing tactics and ideas. Instead, adopt a trifecta approach that’ll produce lasting results for consumers, retailers, and your brand.

Out with the Old (Shopper Marketing) and in with the New

When done to today’s standards, shopper marketing is a tough job. Brand marketers don’t typically take the retailers into consideration. Meanwhile, a shopper marketer has to please all three parties — your consumers, brand, and retailers.

But if shopper marketing is so important, why is it not given more attention?

It’s because others in the CPG industry are thinking about the old days and ways of shopper marketing. Back when it was all random sweepstakes, couponing, BOGO sales, and other ploys to get consumers to spend more money — and nothing more.

Sure, retailers were happy because tactics like BOGO sales moved more product off their valuable shelf space. And consumers were mostly okay with it since they got a decent deal. But brands were left wondering, what’s in it for them?

These older shopper marketing campaigns were often sterile and disconnected from the larger brand strategy. As such, they didn’t do much to build a long-term, loyal customer base. If anything, they made the product a mere commodity.

If old school shopper marketing asked, “How do I sell more chips at Kroger?” New school shopper marketing asks, “How do I get the Kroger shopper to become more invested in and connected to my brand and therefore buy more chips?”

Try these fresh strategies to engage shoppers in meaningful ways. Plus create mutually beneficial results for both brand and retailer while you’re at it.

Align Your Shopper Marketing Campaigns with Your Brand’s Big-Picture Strategy

We’ve made it clear by now that shopper marketing campaigns can feel empty, contrived, or even cliché. To avoid this fate with your new shopper marketing efforts, ensure your campaigns’ strategies meaningfully contribute to your brand’s goals.

Don’t run a promo for every holiday or latch onto every societal event just because other brands are doing it or you’ve always done it that way. Evaluate your efforts to again ensure they match your brand’s overall image and strategy.

For example, does it make more sense for Outshine to participate in a summer sale or a Christmas event? They’re popsicles. We’ll let you decide.

Another way to pair your campaign with your brand’s strategy and feel is to participate in cause marketing. Find a charitable organization that aligns with your brand’s values, partner with them, and launch a campaign around the partnership.

If you manage to contribute to your brand’s identity and goals with your shopper marketing initiatives, you’ll make your brand happy by building relationships with consumers who now have a clear image of and association with your brand. And consumers will no longer be irked by those redundant sales.

Speak to the Appropriate Target Audience for Your Brand and Retailer

Brand marketers generally only have to worry about connecting with your CPG brand’s audience. Your shopper marketing campaigns have to connect with both your audience and the retailer’s target shopper.

So a shopper marketing campaign for Takis’ at 7-Eleven has to reach Takis’ consumers who also shop at 7-Eleven. This is different from Takis’ shopper marketing campaign at Target. Perhaps 7-Eleven shoppers are young males while Target shoppers are 30-something moms buying for their kids.

You know what we mean. You live this.

For shopper marketing success, find the overlap between your brand’s and a certain stores’ typical audience.

You could also try a brand partnership to really hone in on an audience subset. Let’s revisit 7-Eleven for a second.

Your target audience research again reveals that young men frequent this convenience store. Additional research (perhaps social listening) suggests these dudes love video games. Partner with Xbox to run a campaign where 7-Eleven shoppers who buy Takis have a chance to win free games.

Game, set, match.

You’ve used your audience’s affinities to craft a program that’s meaningful and memorable to them and sells more Takis at 7-Eleven.

When in Doubt, Try Something New with Your Next Shopper Marketing Campaign

If you haven’t picked up on this by now, let’s state it outright. Some shopper marketing campaigns are just plain-old tired. We can’t tell you how many ‘stock up and save’ or ‘supermarket scavenger hunt’ plays we’ve seen over the years.

There’s nothing wrong with these kinds of sales, especially if they genuinely align with your brand’s strategy and personality. But if you really want to make a splash, try something new!

Integrate a novel technology into your next shopper marketing push. Augmented reality is really taking hold in society, even in grocery stores. Or talk to consumers on the path to purchase using social media that ties the brand and retailer together.

Brand partnerships with like-minded companies work well to infuse novelty into shopper marketing, too. Not everyone thinks to give away shoes on bags of chips, after all.

Revamping Your Shopper Marketing Campaigns is Worth the Effort

Large CPGs like yours have about a gazillion initiatives going at once. And shopper marketing isn’t the only team or department. We get that it’s easy to lean on your old shopper marketing ways and relaunch the same campaigns season after season, year after year.

But if you (cough your execs and brand marketing friends) can relook at shopper marketing as an opportunity to build a loyal customer base, everyone will see it’s worth the investment to get exciting new campaigns off the ground.

Then, you’ll increase sales for your brand, create loyal customers, and retain retail partners. The shopper marketing trifecta is yours for the taking.