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.”

John Talbot

CEO

California Milk Advisory Board

Consumer Second

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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CONSUMER PACKAGED GOODS CASE STUDY

Protagonist helped Mars find positive narratives about sweet treats and snacking behaviors to shift the narratives surrounding candy.

How do we understand sugar narratives to attach to consumers’ deeply held beliefs around snacking?

CHALLENGE:

With soda tax initiatives on the ballot in many places, Mars wanted to better understand consumers’ underlying beliefs around sugar and products containing it to better market their existing products and develop new ones.

SOLUTION:

Protagonist broadened the engagement to explore narratives about snacking behaviors and the importance and quality of ingredients in packaged foods as well as sugar narratives.

VALUE:

Narrative Analytics uncovered a range of positive narratives around snacking, chocolate, and portion sizes—ones that Mars could attach to renew their marketing and strengthen the brand.

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