Launch it to Last: Brands That Win Aren’t Just Seen — They’re Experienced

Belief is the hardest thing to earn in CPG.

Thousands of CPG products launch every year, and after walking the ExpoWest show floor and speaking with many of the founders behind them, one thing is clear: there will never be a shortage of innovation, ideas, or ambition in this industry.

What’s harder to come by is BELIEF — the kind that gets a product onto shelves and into carts.

Especially for new, unproven products vying for shelf space (E-comm/DTC is a different story, but one with as many complexities).

The Shelf Space Problem

Take the explosion in condiments as just one example: our friends at Mintel tell us that in-store browsing is the most common way consumers learn about new condiments; walk that aisle in any grocery, anywhere, and you’ll be met with something new every week. Which means something is being replaced, or displaced, every week. Retailers want proof consumers will buy what’s taking up space.

Building Belief Before the Store

So how do you create belief with your customers, and generate buzz with consumers before they even hit the store?

In our recent webinar with Belle Communication, we talked about delivering belief through TRIAL—and thoughtfully designed brand kits are a key asset in your toolbox here. The creative possibilities are endless, but one thing our brand kits have in common is tangibility.

They take your product from “theoretically good” or “visually interesting” to testable, touchable, and memorable. They add fuel to executive conversations, retailer sell-in, influencer marketing, and social capital through sensory storytelling. Conservatively, ROI is 5x, and usually much higher.

From Seen to Experienced

On top of all of that, when done right, they turn your brand into something people don’t just see — they experience. It’s powerful to see your products, and your brand, celebrated this way. Given how much joy the giveaways brought everyone at Expo West, imagine how excited the right audience will be to experience your brand kit—creatively curated and intentionally packaged, just for them.

Missed the webinar and want a deeper look at how brands are using trial to build belief? Reach out for a link to the recording.