The PGS Blog

How Will the Online Grocery Surge Change Premium CPG?

The longer the pandemic lasts, the more time Instacart, Amazon, Kroger, and Walmart have had to hire up and improve service quality. In March and April, though, we witnessed a pretty horrendous advertisement for grocery home delivery. Waiting days for a slot. Lots of picking

Draw Consumers From Outside Your Category

It's a law of marketing seldom discussed, but first popularized by Byron Sharp many years ago. What's the gist? Well, the evidence shows that consumers with a robust set of brands they're content within a category are much harder to distract with a new brand

COVID-19 Acceleration of Stress-based CPG Consumption

Pandemic acceleration is occurring at the intersection between primitive nutrient cues AND premium cues of restraint. Did you know that about 30% of American adults have already gained more than 5lbs of weight since the pandemic began? That's what I just found out in a

Will Driftwell Scalewell?

Today I shared my hot take on Driftwell with the Food Institute. I think it's the most niche product they've ever launched. Yet, that alone doesn't mean it will fail.  PepsiCo. Inc.’s PR tease for the Driftwell sleep aid beverage represents the company’s latest new brand creation since

Memorability: Does Your Brand Have It?

Memorability. It's the most critical growth pillar for premium CPG brands. Why? Because you don't have the cash, credibility, or sales network with which to leap to 80% ACV in mere months. So, how do you enhance it? Design a superbly positioned innovation at the head of

Don’t Hire a Marketing Director Before You Read This

Founders: before you hire your first marketing director, please read Allan Dib's classic, no shiny objects allowed, book on marketing planning. Like me, he is an experimentalist. All successful pros are experimenting with their consumer communications. It's effortless to waste money on campaigns. So be

Ramping Sales of Ramping Your Brand

OK. Maybe not precisely exponential growth yet. But, in the book business, where most business books sell less than a few hundred copies and the sales end after six months, RYB is doing OK. Good even. As of Sept. 30, I'm up to 1,800 lifetime

After Soy, Almond and Pea, why did Oat Milk Win?

When I tried oat milk seven years ago, I knew it would overtake most of alt-dairy. I've tried every possible alt milk there is. Most make me gag. In the world of alt milk, a couple of things are essential- 1)superior sensory experience with 2)

Do Your Investors Have the Right Time Horizon?

On a webinar hosted by Gary Hirshberg in May, Wayne WU of VMG Partners pointed to a common problem before the pandemic. "[Brands chasing a pre-determined exit] are generally not the best brands to invest in because … they haven't focused on surprising and delighting