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Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog Innovation
How consumers find and choose CPG products today
April 15, 2026
The path to purchase is much more fragmented and far less controlled by brands than it used to be. Consumers discover products across multiple channels, evaluate far more options and make more ...
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Blog Advertising
What we’ve learned about great advertising from 100+ editions of AdMiration
April 9, 2026
Brands are endlessly striving to make their advertising creative more effective, because creative is one of the key controllable factors that drives return on media spend. In our effort to help ...
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Blog Advertising
What the best Cannes Lions campaigns have in common
April 8, 2026
Cannes Lions represents one of the most prestigious recognitions in advertising. Often dubbed the Oscars of advertising, the festival puts a spotlight on some of the most creative, innovative and ...
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Blog Advertising
How World Cup marketing evolved from TV to social
April 7, 2026
During the 2014 FIFA World Cup, Nike dominated the conversation with their “Risk Everything” campaign. It featured soccer stars Cristiano Ronaldo and Neymar, who racked up millions of views during ...
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Blog Innovation
Innovation Spotlight: Coffee mate Cool Crème Frozen Creamers
April 7, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month we researched Coffee mate Cool Crème ...
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Blog Brand
Why brand loyalty is collapsing across CPG brands
April 6, 2026
For decades, brand loyalty was one of the most powerful advantages in CPG. Strong brands didn’t just drive awareness, they drove repeat purchases. They justified premium pricing through this loyalty ...
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Blog Advertising
AdMiration feature: Amazon’s ”The Good, the Bad, and the Ouchy”
April 2, 2026
For this week’s AdMiration feature, we looked at consumer response to Amazon’s ”The Good, the Bad, and the Ouchy” ad, part of their “Save the Everyday” campaign, which aired during the Oscars. Read ...
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Blog CPG
The end of price-led growth: Why CPG brands need a new playbook
April 1, 2026
For the past three years, CPG growth has been powered by a relatively simple formula: Raise prices, protect margins and let inflation do the heavy lifting. Inflation provided cover, retailers ...
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Blog Innovation
How to validate sustainability claims before launch
March 31, 2026
Sustainability is one of the most important factors consumers take into consideration today when choosing who to buy from. In fact, 78% of consumers rank sustainability considerations as somewhat or ...
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