CPG Marketing

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  Marketers

  Verde Farms Shifts to Consumer-Facing Marketing to Sell Its Organic Beef

  Once a mostly private-label brand, Verde Farms flipped its go-to-market strategy to control its brand story and market directly to shoppers.

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  Campaigns

  Aspercreme CMO on Myth-Busting ‘Act Your Age’ Campaign Targeting Boomers

  “Act your age” is an admonishment typically leveled at kids. But pain relief brand Aspercreme is using it as a rallying cry for its core audience of baby boomers.

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  Acquisition

  Siggi’s Taps Peloton Instructor Emma Lovewell as Brand Ambassador in Customer Acquisition Push

  Siggi’s partners with Lovewell to increase its brand awareness among her health-and-wellness-focused audience. The yogurt brand aims to double its share of the yogurt market in the next few years.

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  Profiles & Campaigns

  Doritos Marketing Part 2: Creator Partnerships, Gaming Integrations, Experiential and Media

  Part two of our conversation with Doritos’ Head of Global Marketing Fernando Kahane reflects on creator partnerships, gaming integrations, experiential marketing and balancing the brand’s media mix.

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  Loyalty Marketing

  Peet’s Coffee Brand VP on Leveraging Consumer ‘Disloyalty’ and an Appreciation for Craft

  Our chat with Jessica Buttimer about the campaign’s strategy, core objectives, distribution channels, technical feats and challenges, as well as the brand’s ideas for next year.

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  Demand Gen

  10 Lessons Learned About Brand Awareness From Wyman’s National Mobile Tour

  Takeaways from the company’s national mobile tour.

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  Demand Gen

  CPG Brands Lean Into Quirky Culinary Events to Engage Consumers

  Several CPG brands are relying on multisensory culinary pop-ups to get noticed by consumers.

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  Data & Analytics

  How Tide’s Laundromat Franchising Business Gives It a Competitive Data Edge

  How Tide is getting creative with marketing tactics within a category many consider to be unsexy.

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  MarTech

  PepsiCo Talks Brand Lift, Programmatic, Measurement and Data Use Cases

  How the beverage brand is adjusting to shifting consumer behaviors, leveraging programmatic and tapping into cultural moments to remain relevant.

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  Acquisition

  Godiva CMO: Marketing Campaign Positions Brand as Both Accessible and Premium

  Forget mass versus class. With its new marketing campaign, chocolate company Godiva is touting both.