Case Study: Not Your Grandmother’s Pine-SolSacha Connor, director of marketing, Clorox, interviewed by MediaPost’s Sara GuaglioneSara: What were the challenges?Sacha: We are an 89 year old brand. Lived in pine forest. In 1990, Clorox acquired the brand, launched national ad campaign. Pine-Sol lady. We are the No. 1 in our category. But category was declining, consumers moving to moire convenient cleaners. Gen Y moving into young family life stage, kids under 12, lots of messes. Consumers seeing it as a product for their mom or grandmom. My team had to think about how to reframe from functional to something more …

What Is the CPG Media Plan Now? Moderator Don Huesman, vp, Empower PanelistsJames Allen, vp, strategy director, head of product, CaratKalyn Asher, president, Asher Media Don: Media planning in CPG is difficult. We wanted to try to provide a simple framework. We talked about health, baby nutrition, food, electronics, beverages [here today]. Begins with thinking about products as being a chore and one being a cherished product.How do brands know which one they are and, if so, how do they plan against that. Do consumers believe product is chore or cherished.James: Cherish that people …

Matt Fitzgerald, VP, brand marketing, HelloFresh HelloFresh follows classic DTC pillars: Test and learn appetite; available only at Helloresh.com; strong feedback loop. Creative has calls-to-action, discounts to induce trial, moving from paid to our own channels. Our bread and butter. We’re most comfortable. In just six years, the brand has achieved $1B in annual sales, gained market leadership; however, there is endless competition. 150 direct competitors. This year we sought to expand our markets, one way through retail exploration. There have been many meal kit category shifts in 2018. Big one, in 2017, Amazon buys Whole Foods. Every category is wary of …

Steve Smith, VP, editorial director of events, MediaPost, turned to Eddie Revis, senior director, marketing strategy and media, Chobani, at today’s Marketing CPG event in New York and asked that question and, before he could complete his sentence, an amused Revis cheekily replied. In “How to D2C When You’re Not D2C,” these are some of the insights we took away. Looked at D2C brands that provide value. We moved away from this idea that marketing is about the brand channel. We adopted DR, performance building. Balance total investment across upper and lower funnel into one approach. For a commodity, there are infinite customer …

“Facing Amazonification” Moderator Will Margaritis, VP, eCommerce, 360i PanelistsDoug Chavez, SVP, digital commerce, North America, GeometryKristen Rumfola, director of marketing and ecommerce, Happy Family Brands (organic baby food)Kenneth Tan, head of ecommerce, Premier Nutrition Will: Amazon is entirely unavoidable. Tentacles are everywhere. May be working on a private label competitor to you but you need them. Amazon as a frenemy. What’s your relationship with Amazon?Kenneth: Partner. They help us drive our penetration. They could grow our business by quadrupling, 20 times our business. In terms of how they do it, personalization; I’m leveraging their algorithm. …

Seiya Vogt, head of growth at Boxed, like a Costco online. Growth marketing is on all digital channels.  Alex Stankiewicz, CMO and head of online sales,: ALOHA, protein powders, plant based. Oversee all of marketing, social, PR, partnerhsips, innovations, online sales. Jordan Deodato, head of growth, BarkBox, lead business for Bark. BarkBox, monthly deliveries of great dog experiences to hundreds of thousands. Built on being a dog-centric brand. Responsible for user acquisition across trad and digital channels.  Moderator Jessica Peltz–Zatulove, partner, MDC Ventures: Where are the efficiencies? Seiya: there wasn’t an online solution for wholesale goods. 20-pack TP, initially we …

Driving the in-sourcing trend are more direct partnerships, increased automation of marketplace buying, growing internal digital expertise, and agency model challenges, says Joshua Palau of Bayer. Direct partnerships one of the biggest points as well as increased push to increase digital expertise. “I’ll help get you educated but the fastest way is to get experts in the building.” Internal experts interesting middle ground, says Alex Weprin of MediaPost, where did the idea come from? Idea was a sobering look by Bayer admitting they don’t have the expertise. We need more people who can translate all the tactics. We need a …

CPG is being explored at today's Marketing CPG conference in New York. Almost every brand has to establish what its relationship is to Amazon. And then there's the data, another big problem. Steve Smith, VP, editorial director of MediaPost's events, is introducing the lineup. Next: Digital News Daily's Alex Weprin interviews Joshua Palau, VP, digital strategy and platforms at Bayer Consumer Health.