The power of data – reviving Quaker Oats in Netherlands

The Quaker Oats team at PepsiCo wanted to revive a “dusty” brand image and at the same time to launch a new Cruesli flavor in supermarkets. Quaker Oats new flavour campaign encouraged the public to help create and name a new flavour, on the Quaker Oats website. The winning flavour would then be produced at …

Growth drivers in FMCG – a paradigm shift

The fast moving consumer goods industry has relied on economies of scale for growth… until now. Ever since World War II, the FMCG industry relied on mass production of products to generate revenues and growth. Shortly thereafter mass production was accompanied by mass distribution. But a new generation of consumers and now, post pandemic priorities …

Coca Cola & their use of augmented reality in marketing

Coca-Cola is a long-term partner of the FIFA World Cup . The marketing mavens at The Coca Cola Company have created a number of memorable FIFA related marketing campaigns, appearing at stadium events since 1950. In 2018, in keeping with their strategy to appeal to a younger demographic, The Coca Cola Company decided to leverage …

Retail & customer experience

Customer experience in retail, is the overall journey of the consumer from the moment he or she sees your store to the moment he/she leaves. Due to the prevalence of social media and e-commerce, this journey now includes your website, reviews left on the internet by your previous consumers and online customer service experience. According …

Benefit Cosmetics and how they leveraged NFTs to increase consumer engagement & sales

The term NFTs (these days) is commonly associated with art these days. According to The Verge, NFTs can really be anything digital (such as drawings, music, your brain downloaded and turned into an AI), but a lot of the current excitement is around using the tech to sell digital art.However, this is not about art, …

The changing world of customer experience in FMCG

Forrester Research defines customer experience as “how customers perceive their interactions with your company.”Customer experience in FMCG starts with how customers become aware of a brand/company and ends with any interactions with the company’s team for returns, damaged products etc. This includes any activities the brand team or company may undertake to increase awareness and encourage …

L’Oreal & Modiface: no more messy in-store trials

On 16 March 2018, L’Oreal announced their acquisition of ModiFace, an Augmented Reality (AR) company known as the leading provider of AR technology for the beauty sector. L’Oreal had been working with ModiFace on a project basis for 7 years before this announcement was made. Early months A year into the acquisition, by early 2019, …

Recent regulations in the FMCG sector

Increasingly, consumers are demanding products which minimise harm to, or have a positive effect on, the environment. As a result, there has been a proliferation of brands and products which claim to meet that demand. Thus, there have been an increasing number of regulations in the FMCG sector addressing health and environmental impacts , especially …

Unilever – how the marketing team returned Pot Noodles to sales growth

This case study looks at how understanding your consumers and your consumers’ motivations better, helps you keep your brand in growth. Pot Noodle has been a supermarket staple aimed at 16-24 year olds. The brand became iconic in the ’90s when Gen X (aka slacker/MTV generation) embraced the brand for its ease of use. According …

Internet and its influence on sales

On 12 March 1989, Sir Tim Berners-Lee submitted his proposal for the World Wide Web. Sir Berners-Lee proposed a way of structuring and linking all the information (like a web) available on CERN’s computer network that made it quick and easy to access. This concept of a ‘web of information’ would ultimately become the World …