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Design, Strategy, Testing

The ROI of packaging: How to design CPG packs that win with consumers.

Failing to give packaging design its proper due isn’t just a missed opportunity — it’s a risky move that could cost you market…

Design, Strategy, Testing

How data-driven package design mitigates the risks of rebranding and boosts ROI.

Rebranding always comes with risks, especially when it comes to updating your CPG pack. The wrong moves could lose you brand equity, confuse…

Innovation, Positioning

CPG Product Line Stretching For Increased Market Share.

When Cadbury launched its instant mashed potatoes, we had a clear example of where product line stretching doesn’t work. But, when Dole stretched…

Strategy

7 CPG Brand Dilution Examples And How To Avoid It.

When Dr. Pepper launched its BBQ sauce, customers were scratching their heads, wondering how a beloved soda could venture so far from its…

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