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FMCG Brands: Time to wake up

Jul 16th 2014, 09:04

FMCG Brands: Time to wake up

A very small number of FMCG brands are making the conscious effort to extend engagement with the consumer beyond product consumption.

The rest of the brands seem to focus on pushing product sales, nothing beyond arresting the decisive moment. Even then, the very content that is supposed to push sales is generally bland and average, and could very well be coming from one and the same agency or perhaps in-house teams with no connection to the actual consumer landscape. In fact, some of the content is so stereotypical and generic that it becomes memorable based on just how bad it is. I am not mentioning any names, but remember “your two year guarantee store” with the eloquent tannie? No wonder Deon Wiggett of Famous Copy said during the recent AdForum event of one ad, that when he watches it, he “slips in and out of consciousness.”

However, there are lessons to learn from the few FMCG brands that are putting effort to create innovative products and connect through great content. These brands have earned conscious real estate within the consumer’s universe, and from all their engagement efforts, guarantee sustained sales. Through analyzing their work, they can curate certain trends to show the direction that the FMCG group of categories should head:

1. Emerging Markets
Emerging markets are no longer a buzzword, but rather a standard across all businesses. The spread of brands from mature economies into emerging economies is now a natural progression. Any brand looking to succeed on a global scale must tap into emerging markets in Africa, Asia and South America. For local brands in emerging markets, spreading into other countries emerging markets, like South African brand Shoprite spreading into Nigeria, will turn those establishments into regional giants.

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July 2014
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