Most CPG ad strategies waste budget. Learn what top brands do differently and how to fix your advertising approach this year.
The Problem With CPG Advertising Right Now
We’ve helped CPG brands go from stalled launches to full-funnel campaigns generating 7-figure results—and fast. Here’s the truth: most CPG advertising isn’t built for how real people discover and buy products in 2025. If you’re not blending creative that connects with strategy that sells, you’re just another SKU on the shelf.
Why CPG Advertising Is Harder Than It Looks
You’re not selling a service. You’re selling taste, trust, texture, identity—and doing it in 2 seconds or less.
You compete on the shelf, in the scroll, and in search… all at once. Margins are tight. Expectations are high. Loyalty is hard-won.
CPG advertising has to build:
- Fast emotional connection
- Brand trust before the first taste
- Ongoing relevance across channels
And most campaigns don’t even get past step one.
What Actually Works in CPG Advertising (Right Now)
Most brands run ads that check boxes.
The best ones? They run systems—creative, media, and messaging working like a flywheel.
1. Creative That Sells, Not Just Stops the Scroll
You don’t need cinematic ads. You need content that feels native, earns attention fast, and builds trust.
Winning CPG ad creative includes:
- UGC-style video and photography
- Hook-first messaging (3-second story setups)
- Real usage moments, not studio setups
- Emphasis on taste, texture, function, or emotion
Great brands test in series: same format, multiple emotional angles—humor, health, joy, etc.
What doesn’t work: overpolished ads, generic visuals, fake testimonials.
2. Paid Media That Supports Retail, Not Just DTC
If you’re stocked in stores, your paid media should drive store sales just as hard as online.
Winning brands align:
- Geo-targeted Meta/TikTok ads in ZIPs with retail presence
- Amazon and Walmart DSP spend linked to specific product pages
- Store locator CTAs embedded in ads
- QR-to-retail campaigns tied to billboards or OOH
Your paid strategy has to support where the product is—not just where your Shopify team is looking.
3. Platform Strategy That Matches the Product
Every platform has a job. Know what role each one plays:
- TikTok: Momentum + discovery
- Instagram/Meta: Scalable performance with retargeting
- YouTube: Education for new categories or products needing demo
- Google Search: Capture bottom-of-funnel and retail lookup traffic
- Retail Media Networks: Convert intent right inside the buyer journey
A one-size-fits-all approach? That’s how budgets vanish.
4. Influencer Strategy That’s Paid, Geo-Targeted, and Built to Scale
Smart brands aren’t just doing sponsored posts—they’re building influencer media engines.
Here’s how:
- Run paid ads through creator accounts (whitelisting)
- Use influencer content across your paid funnel
- Partner with micro-creators in regions where you’re launching
- Use affiliate or conversion-based comp to incentivize outcomes
Influencers still work—but only when they’re part of your ad system, not your wishlist.
5. Creative Testing That Never Stops
Top CPG brands don’t “launch campaigns.” They run continuous creative loops.
That means:
- Testing 3–6 creative variants per week
- Weekly reviews of ROAS, scroll rates, thumbstop metrics
- Adjusting copy, visuals, CTAs, and offers in real time
- Treating performance creative like a product: built, tested, optimized
Testing isn’t a phase—it’s the growth engine. If your agency isn’t showing you fresh creative every week, they’re not keeping up.
What the Best CPG Brands Are Doing (Backed by Results)
Poppi leveraged a vibrant visual identity and strategic marketing, leading to significant brand recognition and a reported acquisition by PepsiCo for $1.95 billion.
Olipop implemented an always-on influencer strategy and tested numerous creative approaches, contributing to their substantial revenue growth.
Magic Spoon utilized influencer marketing and direct-to-consumer strategies to sell premium-priced cereal, achieving notable success in a competitive market.
Haus Labs by Lady Gaga relaunched with a focus on clean, high-quality makeup products, expanding their retail presence through partnerships with major retailers like Sephora at Kohl’s. Drug Store News
These updates ensure that each claim is directly linked to its original source for verification. If you need further adjustments or additional information, feel free to ask.
Advanced Moves for Growth-Stage CPG Brands
If your brand is already in major retail or past $5M ARR, here are tactics we’re helping clients execute:
- Flavor-based creative testing to drive SKU-level wins
- Programmatic out-of-home (OOH) synced with Meta ads for launch timing
- Shopper-based audiences from retail media, extended to TikTok + YouTube
- Geo-rollout testing for pre/post-launch performance
- Retail-to-DTC bounceback offers for increasing lifetime value
What CPG Brands Get Wrong (That You Can Fix Right Now)
- Treating creative like a one-time asset
- Launching national ads without local testing
- Running “brand” campaigns without performance strategy
- Ignoring retail support in digital media
- Relying on influencers for reach, not results
- Letting campaigns run without weekly review
What Cool Nerds Marketing Does Differently
Cool Nerds works with CPG brands who want to win.
Not just look good. Not just blend in. Actually win.
Here’s what we bring:
- Performance-focused creative that converts
- Paid strategies that support both DTC and retail
- Fast testing loops with weekly creative feedback
- Ad systems, not one-offs
- Influencer + creator integration for scale
Whether you’re launching a first SKU or fixing what your last agency left behind—we help you grow with clarity.
Want to see what that looks like? We’ll send the deck. No pitch. Just proof.
Frequently Asked Questions
What is CPG advertising and why is it so competitive in 2025?
CPG advertising refers to paid media strategies used to promote consumer packaged goods. It’s competitive in 2025 due to lower attention spans, rising media costs, and brands fighting for visibility both online and on retail shelves.
What makes CPG advertising different from other industries?
You’re selling something people use daily—not software. CPG advertising must build emotional trust quickly and support both retail and online growth.
Do I still need ads if I’m only in retail?
Yes. Paid ads support retail movement, drive store visits, and help customers find you in real life—especially if shelf space is new.
How can I measure success beyond ROAS?
Blended CAC, repeat purchase rate, retail traffic lift, and cost per product view are key for tracking long-term campaign health.
Do CPG brands still use print or TV?
Some legacy brands do, but high-growth CPG brands prioritize digital—especially Meta, TikTok, YouTube, Streamings and retail media—for faster, data-driven feedback.
How do CPG brands align retail and digital ad strategy effectively?
By geo-targeting digital ads in regions where the product is available at retail, syncing campaigns with shelf launches, and using QR-to-store experiences to drive foot traffic and trackability.
How do you scale influencer marketing without inflating spend?
By licensing top-performing content, running it through whitelisted creator profiles, and tying compensation to performance metrics—not just impressions.
What’s the role of retail media in a broader CPG ad strategy?
It complements awareness and conversion by targeting shoppers on platforms like Amazon, Walmart, and Kroger based on real purchase behavior. Used well, it closes the loop between exposure and shelf sales.
What KPIs actually matter for CPG advertising?
Beyond ROAS: cost per new customer, repeat purchase rate, blended CAC, impressions-to-purchase velocity by region, and campaign-driven lift in in-store sales.
When should CPG brands expand nationally with ads?
After confirming strong performance in 3–5 metro areas. Regional dominance is a better predictor of success than clicks on a nationwide campaign too early.
What’s the difference between retail media and DTC advertising?
Retail media reaches shoppers inside Amazon, Walmart, etc., while DTC ads drive traffic to your owned eCommerce site. Blending both ensures full-funnel control.
How can a small or mid-sized CPG brand compete with large companies?
Use smarter creative testing, fast-turn content, localized performance ads, and platforms that reward organic traction (like TikTok or micro-influencer whitelisting).
CPG Advertising Isn’t a Guessing Game
Your ads should be as smart as your product. In 2025, it’s not about the most spend—it’s about the best strategy, fastest feedback, and creative that connects.
Let your competitors guess. You’ve got a plan.
