Marketing strategy shifts at major CPG companies such as Procter & Gamble and Unilever indicate their brand marketing and communications initiatives will take on edgier tones and use more engaging tactics, say industry experts.
“[CPG goods] are staples in people's lives; consumers are purchasing them every week or month and they are woven into people's lives much more than a big electronics purchase, for instance. In many ways, CPG companies have to become cleverer and break through the routine nature ...