What is CPG Marketing?
CPG marketing is the strategy behind promoting, selling, and growing consumer packaged goods (CPG)—everyday products like food, beverages, personal care items, and household supplies. These products sell fast, have strong competition, and require repeat purchases, making marketing critical for long-term success.
Why is CPG Marketing Different?
CPG brands face unique challenges, including:
- High competition – Many brands sell similar products.
- Impulse buying behavior – Customers make quick purchase decisions based on visibility, price, or branding.
- Retail & e-commerce overlap – Brands must succeed in grocery stores, Amazon, Walmart, and direct-to-consumer (DTC) websites.
- Brand loyalty is everything – Repeat customers are the backbone of success in CPG marketing.
To win in CPG marketing, brands need multi-platform visibility, strong branding, and an ongoing strategy that drives new and repeat customers.
Top CPG Marketing Strategies for 2025
Here’s what successful CPG brands are doing right now to stay ahead.
1. Social Media Marketing for CPG Brands
Most consumers discover new CPG products on Instagram, TikTok, and YouTube before they see them in stores. That makes social media a top priority.
Winning Social Media Tactics:
Short-form video content (TikTok, Instagram Reels) showing product use.
Micro-influencer partnerships (10K-100K followers) with engaged audiences.
User-generated content (UGC) to build trust and showcase real experiences.
Branded challenges & giveaways to create viral engagement.
Example: Olipop, a healthy soda brand, skyrocketed in popularity by using TikTok influencers & meme marketing to make their product go viral.
2. A Strong Website = CPG Success
Your website is not just a place to sell—it’s a marketing tool. Even if you focus on retail, your website should capture customers and build loyalty.
How to Build a High-Performing CPG Website:
Fast, mobile-friendly design – 70% of e-commerce traffic is mobile.
SEO-optimized product pages – With clear descriptions, keywords, and high-quality images.
Subscription model options – Encourage repeat purchases.
Email & SMS sign-ups – Grow a list of loyal buyers.
Blog content & recipes – Helps with SEO and organic traffic.
Example: Magic Spoon’s website is fast, colorful, and built for instant checkout, making it perfect for impulse purchases.
3. Influencer Marketing: The CPG Growth Hack
CPG brands heavily invest in influencer marketing because it creates trust and brand awareness fast.
Best Influencer Marketing Tactics for CPG Brands:
Work with micro-influencers (more engagement than celebrity influencers).
Use TikTok and Instagram Reels—best for product discovery.
Give influencers discount codes to track ROI.
Encourage UGC (user-generated content) from real customers.
Example: Liquid Death Water built a cult following by partnering with comedians & edgy influencers instead of traditional ads.
4. Paid Ads: Where Should CPG Brands Invest?
Smart CPG marketing includes paid advertising, but choosing the right platforms is key.
Best Paid Advertising Strategies for CPG Brands:
Meta Ads (Facebook & Instagram) – Great for impulse purchases & retargeting.
Google Shopping Ads – Captures high-intent buyers searching for your product.
YouTube Ads – Brand awareness & storytelling.
TikTok Ads – Explosive potential for trend-based, creative ads.
Retail Media Ads (Walmart, Instacart, Amazon Sponsored Ads) – Drives online and in-store purchases.
Example: Magic Spoon & Liquid Death scale DTC and retail sales by running a mix of Meta, TikTok, and Google Ads.
5. Brand Activation: Turning Customers into Fans
Brand activation is a must for CPG brands launching new products or building buzz.
Brand Activation Ideas for CPG Brands:
In-store product sampling – Costco & Whole Foods do this well.
Pop-up shops & events – Pepsi’s Soda Shop Experience let customers try new flavors.
Giveaways & surprise drops – Creates excitement & social media buzz.
Influencer-hosted brand events – VIP experiences that generate content & awareness.
Example: Coca-Cola’s “Share a Coke” campaign turned customers into brand ambassadors, creating massive viral engagement.
6. Retail Strategy: Owning the Shelf Space
Retail is still king for many CPG brands, and store placement matters.
How to Win in Retail:
Shelf placement strategy – Eye-level products sell more.
Retailer-specific promos – Offer store-exclusive discounts.
In-store digital screens & QR codes – Educate customers at the shelf.
Retail media ads – Walmart & Instacart ads drive local sales.
Example: Oatly oat milk used bold, handwritten packaging that stood out on crowded dairy shelves, making it instantly recognizable.
7. Retention Strategy: Loyalty = Higher Profits
Acquiring new customers is expensive—keeping them is cheaper. The best CPG brands focus on customer retention.
How to Keep Customers Coming Back:
Offer a loyalty program with discounts & rewards.
Use email & SMS marketing—it’s direct and effective.
Create a community-driven brand with VIP perks & early access.
Launch a subscription model for regular buyers.
Example: Dollar Shave Club built a huge subscriber base by offering affordable, high-quality razors with an easy refill system.
Final Takeaways: The Best CPG Marketing Plan
A winning CPG marketing strategy balances digital, retail, and brand engagement.
Key Takeaways:
Invest in social media & influencers – Product discovery happens online first.
Optimize your website – Even for retail brands, a strong DTC presence matters.
Run strategic paid ads – Use a mix of Google, TikTok, Meta, and retail ads.
Use brand activations – Make customers interact with your brand.
Prioritize customer retention – Loyalty programs & subscriptions increase repeat sales.
Want to scale your CPG brand? Cool Nerds Marketing specializes in branding, digital marketing, and sales strategies that work. Let’s grow your brand faster & smarter.
