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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 Advertising
Something to sip on: What's working in beverage advertising
July 23, 2025
With so many new trends and offerings, what’s really working in advertising for the beverage industry these days? In this year’s State of Creative Effectiveness report, we decided to dive deeper into ...
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Blog Innovation
Innovation Spotlight: Wendy’s Frosty Swirls & Fusions
July 22, 2025
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 Wendy’s Frosty Swirls & ...
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Blog Innovation
These trends are shaking, not stirring, the alcohol industry in 2025
July 21, 2025
Alcohol product innovation in 2025 The alcohol industry has long been a bastion of tradition, with time-tested methods of production and deeply rooted brand loyalties. But, like many industries, this ...
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Blog
Stop chasing clicks: Smarter ways to measure campaign success
July 18, 2025
Measuring how effective a CPG or QSR digital campaign is requires a multi-layered framework that accounts for performance, engagement and brand metrics. Understanding the available advanced ...
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Blog Advertising
AdMiration feature: McDonald’s “Rumble”
July 17, 2025
For this week’s AdMiration feature, we looked at consumer response to McDonald’s “Rumble” ad, which introduces the newest addition to their menu — a new burger called The Big Arch. Read on to get our ...
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Blog Advertising
Why in-store video ads are beating social media
July 16, 2025
“I generally believe the majority of brand choice is made in a retail environment. I think less brand choice is made sitting on a couch or even driving in a car on the way to a retail establishment." ...
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Blog Advertising
Food for thought: What's working in food advertising
July 16, 2025
When we created this year’s State of Creative Effectiveness report, we decided to dive a bit deeper into what creative effectiveness looks like in each category. We tend to see big differences in ...
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Blog Advertising
Human touch vs. algorithmic precision: Rethinking shopper marketing in a digital era
July 15, 2025
Shopper marketing once relied on shelf space and clever design. Now, algorithms play a major role. Design and visibility still matter. Yet, competitive brands add real-time data, predictive ...
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Blog CPG
How these CPG founders built billion-dollar brands (and what you can learn)
July 11, 2025
Behind some of the most iconic consumer packaged goods (CPG) brands are founders who didn’t just build products. They built movements. Whether it was disrupting snack bars, iced tea or shampoo ...
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