In the hyper-competitive world of Consumer Packaged Goods (CPG), marketing can make or break your success. The landscape is evolving faster than ever, with consumer expectations for visually stunning products and digital-first experiences growing daily. Yet, even established brands often miss critical marketing essentials, leaving sales and brand recognition on the table.
If you’re not getting these seven key marketing points right, you’re not only wasting your marketing budget—you’re missing out on connecting with your target audience in ways that drive sales and loyalty. Let’s dive in and ensure your marketing efforts go from average to exceptional.
1. Stunning Packaged Product Visuals: The Foundation of Online and Offline Sales
When it comes to CPG marketing, good-quality packaging visuals are non-negotiable. With over 61% of consumers saying they prefer to shop online, creating visuals that accurately represent your product is key to standing out in digital and physical stores.
We use digital twin technology to model every detail of your physical product into its visual counterpart. This includes materials, Pantone colours, finishes like foiling and embossing, and seal details—all designed with precision to deliver a photorealistic result. These visuals help new consumers discover your product and allow existing customers to find your items easily online.
Another key element is mobile-ready hero images, designed to emphasise vital product features such as brand name, size, and key claims. By stripping away distractions, these images help shoppers quickly identify your product on crowded digital shelves.
🚨 Did you know? E-commerce now accounts for more than 20% of total retail sales globally, a figure projected to keep rising. If your product visuals don’t make an impact, you’re losing opportunities to convert digital shoppers.
Real-world example: High quality visuals improve your products appearance to consumers, we use packaging visuals in both digital and print marketing. Traditional photography has been replaced by digital twin technology, see the image below, on the left is the traditional photographed pack – the packaging looks dark and the contrast of the characters is lost. The branding also doesn’t look as vibrant as the digital packaging visual on the right-hand side.
Real-world example: Alongside the single pack visuals using our digital twin technology, we also produce packs in shelf-ready packaging for trade listings, and advertising products for B2B marketing.
2. Create Your Brand and Product Message First
Before diving into any campaign, you must establish clear, consistent brand and product messaging. Your message should resonate with your target audience and reflect the unique value your product provides.
By setting guidelines for your messaging, you can align every campaign, from social media ads to packaging, with a consistent tone and focus. Consistency pays off: studies show that consistent brand presentation can increase revenue by up to 23%.
We help brands create messaging templates that work across platforms, saving time and ensuring long-term marketing success. Imagine having an arsenal of ready-to-go templates tailored to your target audience. It’s the ultimate way to stay agile and ready for any opportunity.
3. Compelling Supporting Graphics That Grab Attention
Strong graphic visuals aren’t just eye candy—they’re critical for delivering key information and sparking consumer interest. From product claims to ingredient highlights, your graphics should bring your messaging to life in a way that stops scrollers in their tracks.
We create a library of design elements, including custom icons, illustrations, and dynamic graphics, ensuring that your visual identity stays cohesive across all marketing channels.
Real-world example: In the Butcher’s Healthy Heart campaign, we developed supporting graphics such as a “Recommended by Vets” stamp and a product title ribbon. These elements not only increased consumer trust but also enhanced visual appeal, leading to higher engagement across platforms.
4. Strategic, Emotion-Driven Photography
A picture is worth a thousand words, but only if it’s strategically aligned with your marketing goals. Photography that showcases the product’s benefits, solves a consumer pain point, or sparks an emotional connection can significantly boost conversions.
We recommend creating a clear brief before investing in any photoshoot. Define the purpose of the photos—whether it’s showcasing flavours, highlighting use cases, or building emotional appeal—and map out how these images will be used across marketing materials.
🚨 Pro tip: Research shows that posts with high-quality images receive 94% more views than those without visuals.
Real-world example: For Handmade Speciality Products, we planned two distinct photography shoots to address separate needs: B2B marketing (highlighting manufacturing credentials) and consumer engagement (showcasing mouth-watering product shots). This approach maximised results while delivering a rich library of reusable content.
5. Engaging Video Content for Multi-Platform Impact
Video is one of the most engaging forms of content, with 88% of marketers reporting a positive ROI from video marketing. From short social media clips to exhibition videos, the opportunities for CPG brands to stand out are endless.
We specialise in creating versatile video content that can be repurposed across multiple channels. For example, a single shoot might yield a long-form brand story for your website, shorter clips for Instagram Reels, and animated overlays for digital displays.
Real-world example: For the Ta-Da brand, we developed an eye-catching marketing video for their exhibition stand at the BBC Good Food Show. By combining live-action footage with animated sequences, we delivered an engaging video that could be reused for future exhibitions and online campaigns.
6. Colour Consistency: Own Your Brand Identity
Inconsistent colours can dilute your brand recognition, especially when competing against established players. Creating and adhering to brand guidelines is essential for maintaining a professional image across all marketing touchpoints.
Your brand guidelines should include specifications for Pantone, CMYK, RGB, and HEX formats to ensure colour accuracy across digital and print materials. This level of detail creates trust and familiarity with your audience—essential for long-term success.
🚨 Fun fact: Research shows that colour increases brand recognition by up to 80%, making it one of the most critical elements of your branding.
7. The Power of a Clear Creative Brief
The final key to successful marketing is creating detailed, foolproof briefs for your creative team or external agencies. A good brief not only ensures consistency but also avoids costly delays caused by miscommunication or missing details. Beside the unique requirements of each project, there are often a set of parameters which are always required, and it’s these parameters that need to become part of the briefing process. This will avoid projects going on hold or deadlines missed due to missing critical components.
We help brands create standardised briefing templates that streamline the process and ensure that all necessary technical and creative requirements are included from the outset. By getting it right the first time, you can save both time and money while delivering campaigns that hit the mark.
Don’t Let Mediocre Marketing Hold Your Brand Back
Getting these seven elements right isn’t just about having “nice-to-have” marketing—it’s about ensuring your CPG brand stands out in an overcrowded marketplace. Whether it’s investing in professional visuals, building consistency through messaging, or creating reusable assets, these strategies will set you apart from competitors and deliver measurable results.
Are you ready to elevate your marketing and build a brand that consumers love? Contact us today, and let’s make your next campaign your most successful yet!
