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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
7 CPG & QSR brands that nailed their innovations
September 30, 2025
As exciting as it is, we all know it isn't easy to launch a new product. Even the biggest, most well-resourced brands get it wrong sometimes. A new product hits the shelves and just doesn’t move. ...
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Blog Advertising
The brand analysts guide to smarter creative testing
September 24, 2025
Brand analysts face growing pressure to deliver creative results fast As a brand research analyst, you’re in the hot seat. CPG marketers are pouring billions into digital channels with an expectation ...
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Blog Innovation
The hottest hot sauces in the US, ranked by consumers
September 23, 2025
Across tacos, eggs, pizza and everything else you can imagine, hot sauce finds its way onto tables across the country, fueled by a passionate community of fans who don’t just enjoy spice — they live ...
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Blog Innovation
How CMOs at CPG companies are redefining innovation in 2025
September 19, 2025
CPG innovation stakes have never been higher Consumer packaged goods (CPG) brands are under more pressure than ever. Today’s buyers want healthier, more sustainable and even personalized products ...
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Blog Advertising
For CMOs, guesswork is no longer an option in CPG advertising
September 3, 2025
The advertising media landscape today is complex and fractured. This means chief marketing officers (CMOs) must work harder to avoid costly barriers and pitfalls while demonstrating consistent ...
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Blog Innovation
What consumers like in their salty snacks, straight from Zappi’s Normative Data Agent
August 19, 2025
While consumer data is everywhere, it’s not always easy to connect the dots, and that can leave ideas feeling out of step with both consumers and the market. But once you have a body of research ...
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Blog Innovation
Scrappy to sophisticated: How modern CPG brands are winning in a fragmented market
August 13, 2025
From niche disruptors to established brands, there is more competition between consumer packaged goods (CPG) brands for shelf space and consumer dollars. The value the CPG markets adds per capita ...
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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 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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