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Setting up your CPG brand for success isn’t just about marketing savvy—it’s also about leveraging PR at the right time.
In this episode, we are joined by Amy Jackson—founder and CEO of TaleSplash. Amy shares why time is the most important asset for CPG brand launches and delves into the role of PR strategies and technologies in helping your brand stand out in a crowded marketplace.
We also discuss:
Why CPG brands need consistent engagement with journalists and influencers to build authentic buzz and boost brand credibility.How leveraging both traditional journalists and social media influencers can provide a comprehensive PR impact.The importance of early planning and anticipating journalistic needs for successful PR campaigns, especially for large CPG brands. -
In a world facing climate change and chemical contamination, sustainability alone isn’t enough.
Some businesses understand that people’s health depends on the planet’s health, and these companies are building a better world for future generations.
In this episode, we speak with Kelly Vlahakis-Hanks, President & CEO of ECOS, a leader in healthy cleaning products. Kelly shares how ECOS achieved carbon-neutral, water-neutral, and zero-waste manufacturing, becoming the first climate-positive manufacturer in the U.S.
We also discuss:
ECOS’ approach to educating consumers on safety and healthChallenges and solutions during the COVID-19 pandemicMaking green and healthy products affordable and accessible -
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70% of all CPG products fail within the first two years in the market. So how do you make sure your product is set up for success?
The short answer is testing. It might sound simple, but if you don’t understand the science behind the testing process, your product may end up in that 70%.
In this episode, Chad Bingle , VP of Product at Bold, joins host Darcy Ramler as they share how the cutting-edge digital product testing and development methodologies are revolutionizing the way CPG products succeed in the marketplace. They also explore the shift from traditional survey methods to real-time digital feedback, emphasizing how digital space allows for swift adjustments that are crucial for hitting the mark with today's tech-savvy consumers.
Join us as we discuss:How leveraging digital tools and consumer feedback post-launch can significantly enhance click-through rates and product performance.Strategies for dissecting consumer behavior to tailor impactful marketing effortsHow using machine learning predictive models connects consumer trends and derisk product launchesAnd much more! -
Growth might be the ultimate goal for every brand in the market, but if your growth strategy is focused solely on growing, it will fall apart – it will be blind growth.
You need to understand what propels your brand’s growth, and why it does so, and learn how to leverage it.
In this episode, we are joined by Chris Perry, Chief Learning Officer, and Co-Founder at firstmovr, as he delves deep into the Specific, Measurable, Achievable, Relevant (SMART) Growth approach for brands in the e-commerce space. Chris touches on the power of strategic differentiation, the importance of testing products across various platforms, and how e-commerce techniques can revolutionize traditional category management.
Listeners will learn:
How to build a brand by targeting the right shoppers rather than appealing to everyoneThe importance of leading metrics like completeness, comprehension, compliance, and compelling content, and how to leverage themHow applying traditional category management principles to e-commerce, like focusing on existing buyers, can drive significant incremental growth and brand loyalty -
In today's fast-paced world, consumer behavior is rapidly evolving—people demand their products quickly and efficiently.
In this episode, we are joined by Jason Vego, CEO & Co-Founder of Bevz, a Convenience Store SaaS company that provides a middleware platform that integrates leading delivery apps into a single interface. Jason delves into the consumer behavior trends that inspired the creation of Bevz and emphasizes the key role of convenience stores and small businesses in meeting these new demands, especially in a space where personalization and customization of products have grown exponentially.
Join us as we discuss: How understanding pain points on the client side can lead to an enhanced customer experience, and how technology can help in this processThe importance of integrating data-driven insights into business decision-making, especially in DTC native products, when going to marketTrends in the CPG space, such as the growing interest in international products, and the role of convenience stores in product discoveryWhy convenience stores and smaller brands are the future of retail -
Join us as we talk with Jen Liao, the co-founder and president of MìLà. Jen shares MìLà's journey from a restaurant concept to a pioneering direct-to-consumer brand in the modern Chinese-American food scene. We dive deep into MìLà’s rebranding process, which goes beyond a mere name change, to embrace authenticity and innovation. From eliminating MSG to introducing clean-label products, MiLà's commitment to quality shines through.
Join us as we discuss:
The unveiling of MiLà’s rebranding journeyMarketing suggestions for expanding the MiLà brandHow to engage customers by leveraging digital platforms and social mediaHow testing new products can help you stay ahead in the food industry -
Taking a product from the kitchen’s soup pantry to the shelf takes a lot of hard work, but, more importantly, an authentic concept and a solid community.
Drawing from her experience founding a startup, Chitra Agrawal, Founder of Brooklyn Delhi and Author of Vibrant India: Fresh Vegetarian Recipes from Bangalore to Brooklyn [A Cookbook], joins us to share her unique story, from building a blog community to brand conceptualization, merging her Indian roots with American culture, and how it got her products a place in large-scale retailers.
Join us as we discuss:Chitra’s approach to organic growth and why she refuses to give up on her vision for fundraising purposesHow Brookly Dehli co-manufactures with co-packers while maintaining high-quality productsThe importance of building a solid and supporting community before launching on a large scaleHow large retailers leverage social media platforms to introduce new products onto their shelves -
There is no silver bullet to guarantee product adoption in the marketplace. However, businesses can implement strategies before launch to improve market readiness and increase the likelihood of securing a place in consumers' weekly dinners.
To dive deeper into these strategies, we’re joined by Eleni Shipp, Partner at The Partnering Group. With over 40 years of experience in marketing and innovation strategy, Eleni shares insights into the 5C Analysis and 3D framework. These powerful methodologies help businesses truly understand a product's market readiness and, if they're not there yet, how to transform them into remarkable, profitable offerings.
Join us as we discuss:
Why large companies need to keep marketing and sales functions separate post-acquisition to propel innovation.The shift towards launching products on a smaller scale to manage risks and learn from market reactions.Adjusted strategies for CPG products, focusing on digital marketing, influencers, retail media, and social mediaCurrent dietary trends and psychological thought processes influencing consumer behaviors
The CPG Launch Leaders podcast is presented by Bold Strategies, Inc. Visit www.boldstrategies.com to learn more. -
Success in the CPG industry is a heterogeneous concept. It can vary depending on the brand and requires patience, targeted growth strategies, and a willingness to iterate based on real consumer feedback.
In this episode, hosts Allan Peretz and Darcy Ramler are joined by Rachel Krupa, Founder of Krupa Consulting and The Goods Mart, to explore how to define, achieve, and sustain success for emerging good-for-you CPG brands. Rachel shares her insightful perspective on the power of the launch process at a smaller scale and how The Goods Mart is aiding these brands in building community and paving the way for long-term success.
Join us as we delve into:
The myriad challenges facing brands, such as pricing, storytelling, obtaining genuine feedback, and the need for capital when transitioning to larger retailers.Why emerging brands should prioritize owning their regional market and fostering a community before expanding too rapidly.The significance of meticulously selecting effective funding strategies and partnerships, and their potential long-term impacts.How brands like Olipop, Partake Foods, and Perfect Bar have successfully navigated growth challenges and introduced innovative products.
The CPG Launch Leaders podcast is presented by Bold Strategies, Inc. Visit www.boldstrategies.com to learn more. -
In this insightful episode of CPG Launch Leaders, hosts Allan Peretz and Darcy Ramler chat with Danny Houghton, innovator and co-founder of Carbonaut, a company specializing in low-carb bakery products. They explore the brand’s pivot to frozen foods and discuss how Carbonaut is making waves in the healthy foods market. Danny offers up his valuable point of view on how observing subtle market signals and moving fast can lead to successful product innovation and brand differentiation in the competitive CPG landscape.
Join us as we discuss:
The innovative products we saw at Expo West and the growing interest in non-alcoholic, low-carb drink mixers and international flavors.The genesis of Carbonaut, born from a noticeable demand for low-carb options online that weren’t available in retail and it’s rapid growth in both Canadian and U.S. markets.The brand’s expansion into gluten-free, low-carb pizzas and burrito wraps and sharing insights into strategy to maintain taste and dietary compliance.The shift from viewing low-carb options as a diet to a lifestyle choice, and how Carbonaut’s strategic positioning caters to this enduring trend.CPG Launch Leaders is presented by BOLD! www.boldstrategies.com -
We talk with Todd Cline, the Sr Director of Sustainability at Procter and Gamble and a leading sustainability expert. We discuss the innovative world of sustainable fabric care and explore the groundbreaking efforts of brands like Tide, Downy, and Gain in reducing their environmental footprint and the significant role that consumer behavior plays in achieving sustainability goals. Discover how P&G is pushing the boundaries of eco-friendly practices, from championing cold water washing to their ambitious net-zero targets. Hear firsthand about their partnerships, like those with the NFL, and their exciting journey in reducing emissions.
Key Points:
P&G's journey towards net zero by 2040 and its strategies for reducing scope three emissions.The impact of consumer behavior on sustainability, and Tide's campaigns to promote cold wash settings.Innovative partnerships and product developments aimed at reducing water and energy usage in fabric care.
CPG Launch Leaders podcast is presented by Bold Strategies, Inc. www.boldstrategies.com -
Transitioning from the corporate world to a startup presents its own set of challenges. Darcy and Allen speak with Michael Lyons, CEO of Applied Silver and a veteran in consumer goods. With a background at major corporations such as Henkel and Procter & Gamble, Michael brings a wealth of experience to the leap of spearheading a startup. Michael also talks about his journey, providing insightful perspectives on fostering innovation, cultivating brand identity, and adeptly adapting to market shifts. He also discusses the dynamic landscape of consumer products, emphasizing the critical role of agility in product development and the strategic use of consumer insights for effective brand building.
Join us as we discuss:
The dynamics of transitioning from large CPG corporations to startup leadership.Gain insights into innovative product development and effective brand-building strategies.Understand the importance of consumer engagement and agility in the fast-paced consumer goods market.
CPG Launch Leaders is presented by Bold Strategies. www.boldstrategies.com -
Join us for an engaging conversation with Neal Stewart, the Chief Commercial Officer at Dan-O's Seasoning. Neal delves into his extraordinary career, highlighting his journey in rejuvenating and expanding iconic brands., Neal recounts his pivotal role in the meteoric rise of Pabst Blue Ribbon during the 2000s, where he masterfully steered it from regional familiarity to national acclaim. He discusses the power of grassroots marketing and the importance of authenticity in branding and provides invaluable insights into the ever-evolving world of consumer packaged goods.
Presented by Bold Strategies https://www.boldstrategies.com/
✍️ Episode References
Pabst Blue Ribbon
https://pabstblueribbon.com/
Oatly
https://www.oatly.com/
Anheuser-Busch
https://www.anheuser-busch.com/
The Lutz Tavern
No link available (mentioned as no longer existing)
Lewis & Clark College
https://www.lclark.edu/
Delta Cafe
No link available (specific context not provided)
The New York Times Magazine
https://www.nytimes.com/section/magazine
Flying Dog Brewery
https://www.flyingdog.com/
Dogfish Head Craft Brewery
https://www.dogfish.com/
Dano's Seasoning
https://danosseasoning.com/ -
We delve into the dynamic world of product marketing, navigating its complexities and triumphs alongside Santiago Nettle, the Regional Marketing Director at Beiersdorf and a leading figure in consumer packaged goods. In this conversation, Santiago guides us through his remarkable journey in scent marketing, highlighting his pivotal role in revolutionizing Downy's brand image and market share with innovative fragrance concepts. From his early days as a Brand Manager at Procter & Gamble to his influential position at Beiersdorf, Santiago's career is a testament to the power of creativity and strategic thinking in marketing. Tune in to gain invaluable insights from Santiago's unique perspective on the ever-changing landscape of product marketing, making this an essential listen for anyone passionate about the fusion of art and science in marketing.
Join us as we discuss:
Santiago reflects on the broader implications of his work, including the shift in marketing strategies from traditional methods to a more digital, data-driven approach.The role of consumer insights and changing social norms in developing marketing strategies.Evolution of product marketing from traditional media to digital and data-drivenCPG Launch Leaders is presented by Bold Strategies www.boldstrategies.com -
We delve into the dynamic world of product innovation, launches, and consumer adoption curves with our guest, Christy Lebor. She discusses her experiences through 20 years in CPG, working with major brands like Unilever, Kraft Heinz, and JBS and in her current role as partner and director of brand development at SmashBrand, where she leads brand development and strategy. Christy shares her insights on market trends and her unique perspective on product innovation and brand management.
Join us as we discuss:
Christy's extensive background in CPG, including her impactful projects and roles at major companies.Insights into the importance of packaging and design in product marketing and consumer perception.Perspectives on current trends in the CPG industry and the challenges of brand development and innovation.
Presented by Bold Strategies https://www.boldstrategies.com/ -
Chris Hobson, CEO of Patchology skincare, joins Allan and Darcy this week to share how a massive shift from a science and medical mindset to a consumer mindset changed the trajectory of his company and how embracing skin care as self-care has expanded the beauty category. Learn how Patchology has adapted its marketing strategy to reach a younger market, creating a loyal customer base eager to share their love for the products.
Join us as we discuss:
Consumer-driven changes in product developmentThe launch of new products and the challenges faced by retailer reluctanceThe use of influencer marketing and select paid advertising
CPG Launch Leaders is presented by Bold Strategies https://www.boldstrategies.com/ -
Happy New Year from everyone at CPG Launch Leaders! As we reflect on the previous year, Allan reveals his favorite episode of 2023 and brings it back for an encore. Gail Becker joined our hosts to discuss the launch and success of CAULIPOWER. Gail’s breakthrough idea came in 2016 when she was trying to make cauliflower-crust pizza for her two sons, both of whom have Celiac disease. Unable to find good frozen options, she decided to launch her own great tasting, better-for-you food that just happens to be gluten-free. This launch story is sure to be an inspiration for the New Year!
Join us as we discuss:
Launching a category-defining product in a competitive space.Celebrating success and learning from mistakesThe valuable insights you can learn when you really listen to your customers
CPG Launch Leaders is presented by Bold Strategies -
Happy Holidays and welcome to a special edition of CPG Launch Leaders! Today, Darcy reveals her favorite episode of 2023 and brings it back for an encore presentation. Listen as Darcy shares why she loves the story of Quest and what she learned from its Senior Vice President, Stewart Heflin. Revisit the journey of how Quest captivated a devoted following, conquered competition, and expanded beyond protein bars into uncharted territory.
Join us as we discuss:How perseverance and resilience in the face of challenges can contribute to achieving long-term success.How disrupting established norms and industries can lead to growth and new opportunities. -
What is more important to consumers - the ingredients that ARE in their cleaning products or the ingredients that are NOT in them?
Ryan Lupberger, Co-Founder & CEO at Cleancult, explains the difference. Cleancult quickly grew to become a true disrupter in the cleaning product space, expanding the limits of environmentally friendly products and packaging with commercial appeal. Here, Ryan shares valuable lessons he’s learned for entrepreneurs and innovation leaders in product development, retail expansion, and marketing strategies.
Join us as we discuss:Sustainability and product innovation in the cleaning products industryLearning consumer habits and using consumer feedback in an effective wayThe differences in appealing to online and in-store shoppers -
What happens when you cross a great tasting product with a devoted social fan base and just a sprinkling of puns? The incredible growth story of Dan-O’s Seasoning. Our entertaining and inspiring guest, Tyler Watson, the brand’s senior VP of Sales, shares stories of overcoming obstacles, the power of authenticity, and the value of building genuine connections with consumers.
Join us as we explore:
-Dan-O’s unconventional approach to standard marketing techniques like demos and sampling
-The power of interactive and entertaining content marketing
-How an engaged fanbase can become brand ambassadors
CPG Launch Leaders is presented by Bold Strategies https://www.boldstrategies.com/ - Vis mere
