CPG Advertising

Companies like P&G, PepsiCo and Colgate-Palmolive are cutting marketing spend as the easiest and quickest way to protect profitability.

For a moment, it seemed that beverage aisles and refrigerator sections in chains across the country were cracking open for startups and independent brands to compete with Coca-Cola, Pepsi and Dr Pepper.

Tony’s Chocolonely is now a national grocery brand. Which means it’s needed to add paid media to its marketing repertoire at last.

Sabrina Sierant joined Mondelez more than 12 years ago, which seems like a prior age in shopping terms. In December 2019, she took on marketing for the US Chips Ahoy business, as Mondelez orchestrated a major rebrand and reinvestment in its cookie brand.

Digital-native brands need to figure out how to win in retail shelves. They’re finding it difficult, to say the least.

Attempts to measure the impact of digital ad dollars on physical sales often fall flat. Blame it on retail data silos, says Graham Goeppert, VP of digital commerce and media at probiotic soda brand Poppi.

In the past few weeks, a litany of the biggest US food, beverage and consumer goods brands, among them many of the world’s biggest advertisers, disclosed tepid quarterly revenue and lower year-over-year sales, which were more than offset by price increases so the overall revenue was up. And their investors are anxious to see durable profits and stronger relationships with retailers at a time when brand-to-retail relationships have become more complicated.

The pandemic upended consumer buying habits – and the brands behind these products are not going back to their old ways. Many of the world’s largest food and beverage brands reported quarterly earnings in the past two weeks, and two important themes running throughout those calls was the sharp increase in advertising spend this year […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Nielsen Gets The Nod Vizio is tapping Nielsen to measure its advanced TV campaigns as the CTV space heats up. Read the release. Vizio Ads, the company’s advertising business, will use Nielsen’s Digital Ad Ratings to help advertisers better measure and optimize digital audience […]

Unilever’s sales and marketing channels are shifting rapidly during the pandemic, and these changes will be a permanent part of the business, executives told investors on the company’s earnings report on Thursday. “Online shopping, especially online grocery shopping, will not revert to pre-COVID levels once social restrictions are no longer in place,” said CEO Alan […]

AdExchanger’s Social Distancing With Friends podcast now has its own channel. Subscribe on iTunes, Google Play, Spotify, Stitcher, or wherever you listen to podcasts. In March, Elana Gold took over the chief marketer role at Del Monte Fresh, one of the major US fruit and produce companies, with big plans to promote whole new product lines, like a […]