Romanticism in CPG

Consumer packaged goods – better known as CPG – are goods used daily by an average consumer. These items are typically perishable and need to be replaced frequently… a dash of information that quickly demonstrates the attractiveness of the industry.

When we look at things like toilet paper and hand soap we generalize and standardize our experience much differently than if we were to be shopping for a luxury car. The methodologies in which we use to categorize the “necessity” and utility of a CPG juxtaposed with a luxury item sale shows some stark differences – and some drastic similarities.

But why does this happen? And should it?

Maybe it’s the way that we’ve marketed these goods for so long; i.e. focusing on the utility of a product as opposed to leveraging more emotional responses.

There’s no better feeling than driving off the lot in a brand new Audi (Audi’s latest commercial) but should consumers feel that way when they leave the grocery store?

Now Sam, are you suggesting perhaps that we need to start marketing cereal as if it came with a brick of gold attached?

Not in the slightest – however, something that the luxury market has mastered that CPG (in my opinion) has not tapped into yet is touchpoint strategy.

The build up before the purchase of a high-end item is typically drawn out and calculated while the marketing for CPG sometimes falls flat, relying only on displays and shelving tactics to sell.

What if there was a way to bring romanticism into the consumer goods space?

Companies like Coca Cola, Dove and Tide understand the measures needed to open a runway for their consumers to be educated on the benefits of their product to convert them into long-term consumers. They want to learn about you about your brand … and then fall in love with the product.

Let’s bring some optimism back to CPG in 2019

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