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How CPGs are Stretching their Models for 2022

The year 2021 is coming to an end, and marketers, as well as industry leaders, are still facing a disruptive landscape and continually transforming customer behavior. It is no longer simply good enough to tell customers what they should do or show them how good a product or service is, but rather, it is crucial to build a valuable relationship with customers. Creating relevant content that connects, building trust through availability, providing exceptional customer service, and carrying a purpose greater than the number of sales, are among the many actions a brand can make to win their customers’ hearts. 

Sounds like a lot to do, doesn’t it? 

Yes, but before giving up on connecting with customers, we have some cost-efficient tips from a few of our successful CPGs clients to help you save resources and valuable time. 

  • Create a Center of Excellence – Consider hiring new providers for innovative, upcoming projects. When hiring new providers, make sure they have the same objectives as your business and a strong drive to make your brand shine.
  • Apply In-House or Outsourcing – Doing so offers expertise in many areas and provides additional speed for your daily marketing needs. 
  • Try Gigs – Look for innovative ideas from people and startups by creating talent contests and leveraging crowdsourcing. 
  • Automate Your Processes – Using the latest technology will help you avoid repetitive tasks and optimize the best data for your strategies. 

A new year, loaded with new challenges, new customers, and innovations is ahead. While it may sound a bit overwhelming, once you take a step back and a long look, you can find inspiration from the big players in the industry to accomplish your marketing challenges on time and within your budget. 

We invite you to discover more strategies and trends the thriving CPGs are applying in our latest white paper “How will Giant CPGs handle marketing challenges in 2022?”. Read it FREE here.

https://121corp.com/white-paper

Brands

The role of CPG’s in a hyperconnected world

We are just a few months away from the beginning of 2022, and the changes in consumer behavior and expectations that changed during the global pandemic crisis have made something very clear to companies worldwide, and that is that these behaviors are here to stay. 

This has pushed the CPG industry to be the ambassadors of change and the innovators of the industry, through strategies that integrate seamlessly the offline and online, and this is because nowadays we live in a hyper-connected world, where convenience is what drives consumers to seek unique and fast experiences aligned not only to their shopping purposes, but also to their personal ones. In the recent “State of the Connected Customer” study by Salesforce, it was found that 80% of consumers believe that their experience with a brand is just as important as the quality of services and products, and that this experience is key to increasing loyalty and therefore long-term profit. In addition, 88% felt that brands that listen to their needs are seen as better-quality brands.

To create this profit, and not fall behind, CPGs have opted for vital strategies to meet the expectations of their consumers. From buying DTC companies, to giving consumers the ability to create their own product according to their needs. We will highlight some of these strategies and trends that are redefining the future of the industry.

Bye bye middle man

We are seeing more and more 100% online brands and startups that are eliminating the different logistics channels and bridging the gap with their consumers by offering niche products, focused on sustainability, personalization and a premium experience. This has created a wake-up call for industry giants, and in order to not be left behind this momentum, they have started to buy many of these brands to create a new experience with their consumers. And this buying doesn’t just start from the pandemic, Unilever, for example, bought several, including Dollar Shave Club in 2016 and Schmidt’s Naturals in 2017. 

Other brands such as Pepsi announced that they will create online stores for their consumers to buy their products directly, with 0 intermediaries, this with the objective of helping to develop skills and value through E-comm in the long term. Although it is a risky move, due to factors such as distance between the factory and the consumer, not doing so would imply a much greater risk as consumers are increasingly looking for a more personal treatment with their preferred brands.

The evolution of the value chain

It´s time to let go the traditional. Technology has come to impact the entire value chain, by creating more automated and disruptive processes to reach the consumer in a more unique and faster ways. In marketing, for example, advanced analytics are to generate promotions, product assortment and even pricing. Today, marketing teams from different CPGs work together with Data Scientists, integrating, consolidating and generating insights that positively affect marketing strategies and budget allocations. In sales, machine learning algorithms help create a more specific sales plan with key actions to ensure optimal negotiations and in the supply chain, experts are seeing how to convert business objectives and supplies into digital projects focused on more convenient and fast solutions.

Extreme personalization.

As we mentioned earlier, consumers are looking for experiences, and brands have to move to create them. According to a McKinsey study, almost 26% of purchases are based on product recommendations and reviews. For CPGs this percentage rises, with 65% in cosmetics and 55% in soaps. Using social networks, not only for the simple fact of being present, but also to listen to insights and understand them, can become a key point to create a better positioning through relevant promotions, allocation of targets, and even innovation and development of products. 

Another way to personalize is by creating interest through exclusivity across different E-Commerce platforms. Walmart, for example, offers L’Oreal hydration kits exclusively on walmart.com. Another German company even allows its online users to create their favorite type of muesli using more than 80 ingredients, and it is delivered to its consumers instantly.

But let’s not just stick to E-Comm. Augmented Reality (AR) is an incredible opportunity for CPGs to make experiences from the package. With the help of Smartphones, people can discover more about what they are buying, immerse themselves in the production experience and even find out which product is right for their needs, thus connecting the digital world to the offline world, and optimizing the collection of customer data in a more organic and optimal way.

We have to start acting and fast. Today is the time where we have to understand that markets and industries are moving at the speed of light and we have to captivate consumers right away. At 121 Corp, we move at the same speed as the world. We work hand in hand with our clients, and together we create innovative strategies and product design in record time across their value chain and consumer touchpoints. We know that in this year and the new years to come, we will not only need to have the perfect product with the same promotions and campaigns as always, but we will have to put ourselves in the consumers’ shoes. Understanding their tastes, needs, values and purposes, in order to create experiences that excite them and make them fall in love with a brand.

Brands

Creativity: The non-negotiable ingredient

Creativity! What is creativity exactly? Agencies worldwide take the challenge to take Fortune 500 companies’ brand materials and communication to the next level. Creativity is one of those things that not everyone can actually put into words. So, what does it mean to be creative?

Bestselling author and journalist Daniel Pink says Creativity is “Giving the world something it didn’t know it was missing.”

Steal Like an Artist author, Austin Kleon defines Creativity as “Taking what’s in front of you and everybody else and making something new out of it.

Today we associate Creativity with so much more. We think about imagination, ingeniousness, Innovation, invention, and originality. As Entrepreneur magazine states, Creativity is the best solving tool there is, and we agree entirely. Advertising is about reaching your target audience with audacity. Consumers want to see ads they actually like. We all love a good campaign. It makes us want to share it and participate in it.

CPG Power brands are cautious about messing with their brand’s equity. Implementation must be done creatively but without disturbing the brand’s guidelines.
This is why brands develop strict brand books so that every agency that manipulates their materials doesn’t generate different materials that don’t go along well. Can you imagine hundreds of agencies deforming a power brand’s logo? It would be too painful to watch!

Creativity on Adapting Global Campaigns (without losing a brand’s identity)

Global advertising and creative agencies such as IPG, GROUP M, Publicis, WPP Group, Dentsu, among others, take months to develop truly mindblowing campaigns. However, implementation agencies are in charge of adapting global campaigns into regional and seasonal materials.

Creativity shouldn’t be lost on adaptation. On the contrary, a good dose of it should be injected into materials. Ask our designers. We have loooots of fun delivering attractive pieces of content.

Old Spice, a Procter & Gamble brand, is known for its irreverent campaigns. The iconic “Hello Ladies” has resulted in hundreds of campaigns that will always give you a good laugh. We know we do. We have a lot of fun while adapting and developing engaging ad materials for social and e-comm channels.

Mucinex, Reckitt Benckiser’s flu remedy, is most certainly a fun brand to work with thanks to Mr. Mucus, the star we love to dismiss from their ads. KY, also from RB, is vibrant and creative. Having both a line for women and men makes them stand out because of their bold and unapologetic communication. Consumers find it genuine and playful, good to know, considering the nature of their brand.

Effective implementation is about providing artistic value on adaptation material, adding verbal, visual, and creative sound elements to elevate a brand’s communication. Creativity is not always valued at first. However, taking it into account will make campaigns more appealing as they roll out, and consumers get to appreciate our work.

Speed and Agility: A match made in heaven

Agility & Speed are not the same. Being agile means always in a position to take account of market changes and act on them. Speed is something we were born with, not be that braggy. Improving a consumer’s omnichannel experience over time is something brands should consider. Marketing teams must take so much change into the equation.

Brand Managers and Marketers require their agencies to deliver on very, very, veryyyyy short notice. Let’s just say we’ve developed entire product range adaptations in less than 24 hours. Its an arduous task, but we are ready to get our hands busy.

The world, as we knew it changed. Today brands require creativity if they want to stand out on social media, A+ pages, and every major e-commerce platform. Online Seasonal Sales have stolen the spotlight from brick and mortar stores. 

At 121, we swear by our speed, our reputation precedes us as we are a reliable partner delivering POS and Packaging design as well as Web Solutions. Today we do so much more than that. 2020 propelled us immensely into the world of content. Social and e-comm are booming right now, and our clients started demanding astonishing amounts of it in a blink of an eye. Let’s make great things happen!