CONSUMER PACKAGED GOODS OVERVIEW
Protagonist works with CPG leaders to target customers with the right messages via the right devices at the right time, understand the forces that will influence consumer spending, and prepare for market globalization.
The global market for consumer packaged goods depends on consumer spending, which is in turn impacted by national trade and economic policies, making it vulnerable to shifting political forces as well as to deeply held beliefs about the virtues and dangers of the products themselves.
KEY INDUSTRY PAIN POINTS
- Deepen customer engagement at every phase of the product cycle
- Engage with influential customer demographic segments
- Prepare for APAC’s burgeoning influence in the global CPG market
“We used Narrative Analytics to guide our creative for our ‘Return to Real’ campaign. The response was amazing – it’s a key part of all our communications programs across the board.”
California Milk Advisory Board
ENERGIZE YOUR BRAND
The narratives around CPG brands are closely linked to consumer’s beliefs about the safety, usefulness and desirability of the products they offer. Protagonist helps CMOs identify, understand and attach to the narratives that most powerfully express consumers’ deeply held beliefs about the integrity and value of their company and its products.
WIN A NARRATIVE BATTLE
Science, culture, and politics can all exert profound influence on consumers’ perceptions of products and their purveyors. Is sugar bad for you? How about smoking? Do babies thrive on formula? Are airbags safe? Protagonist helps companies understand the narratives at play in the big conversations, as well as shape the narratives that can turn the conversation in favorable ways.
ACTIVATE TARGET AUDIENCE
Protagonist helps CPG marketing executives identify and amplify those deeply held beliefs about the value of your product and your brand, as well as to segment your consumer audience and create campaigns based on resonant narratives.
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