The state of flux in FMCG

‘FMCG brand managers are facing an unprecedented and almost overwhelming combination of challenges, which are coming at them faster than ever. We have labelled this phenomenon the age of progressive FMCG – political and social tensions, culture wars, gender wars, warnings of impending environmental disasters, the obesity crisis and the collapse of trust in traditional …

You’re not you when you’re hungry

The ‘You’re not you when you’re hungry’ marketing campaign, by the Snickers team at Mars, celebrates its 12th anniversary this year. Since its launch in 2010, the campaign has won several awards including Cannes Lions, The One Show, D&AD and the Emmys. And as the campaign premise is universal & timeless, it hasn’t needed much …

Heatwaves – Making the most of demand

We are only just past halfway through 2022. However, this year has already been extraordinary in many respects, one of which is the record breaking number of heatwaves we’ve seen so far across the world. For those interested, this Wikipedia page lists all the heatwaves in 2022 to date. Impact on sales A comparison of …

Heinz & consumer centricity

The iconic glass Heinz ketchup bottle was a staple in family kitchens around the world. But did you know that H J Heinz pioneered glass bottles in the Ketchup sector? This was primarily to show consumers that there were no nasties in his bottles of Ketchup. Nasties in Ketchup bottles? Really? Yes, at one point …

Promotions – Evaluating & implementing them

The last few weeks, consumers have been switching to less expensive brands and those that they perceive as better value. This includes consumers switching to low priced brands and products on promotions. During times like these, i.e economic recession combined with decreasing disposable income, companies often turn to promotions as a means of increasing revenue. …

Climate change and FMCG sales

Climate change in the form of extreme heat, hurricanes, flooding etc. presents an inherent risk to FMCG companies. It disrupts raw material supply and logistics (roads buckling, flights unable to take off and ships tossed about), resulting in price increases. British Retail Consortium and NAACDs published studies that establish that every one degree change in …

Mayonnaise – how Hellmann’s became synonymous with giving new life to food

Hellmann’s, Unilever’s line of condiments, position themselves as solving a problem, not selling a product. Most food & beverage brands differentiate themselves from competition on taste & quality/use of ingredients. In the world of condiments, this is difficult as most consumers perceive this segment to be functional.The Hellmann’s unique marketing strategy team at Unilever understood …

FMCG conglomerate shake up underway?

On 21 June 2022, The Kellogg Company announced that they were planning to separate into 3 different businesses by end of 2023. As soon as this hit the news, I’m sure investors and employees of other companies are wondering which conglomerate might be splitting up next. According to Bank of America analyst, Bryan Spillane, the …

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 …