Industry
Consumer goods (FMCG)
Everyday products sold through retailers, where brand and shelf both matter.
Everyday goods are bought often, cheaply and with little thought, so growth comes from being easy to remember and easy to find, on the shelf and online. Brands usually sell through retailers they do not control, which makes the shelf, the pack and the retailer's own media part of the plan. Broad reach builds memory; promotions and in-store activity turn it into sales.
What matters when choosing
- Reach among all buyers of the category, not only loyal ones, with distinctive brand assets used consistently.
- Ways to work with retailers' own media and data, and to see results at the shelf.
- Pack, point of sale and promotion planned together with advertising, not after it.
- Measurement that separates lasting brand effects from short promotional spikes.
- Care with the extra rules on food, drink and personal-care claims, and on content children may see; they differ by country.
Questions to ask vendors and agencies
- How does this reach light and occasional buyers, not only those who already love the brand?
- How will the retailer's data and media fit with our own measurement?
- What will this promotion do to the price people expect next time?
Common mistakes
- Moving most of the budget into price promotions that rent sales and wear down the brand.
- Changing the pack, colours or logo so often that shoppers stop recognising the product.
- Treating retailer media as brand building when it mostly reaches people already in the aisle.
Typical disciplines Advertising (TV, radio, print, cinema) Digital advertising Out-of-home and digital out-of-home Sales promotion Social media Influencer and creator marketing
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