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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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superman flying through new cpg products
Blog Innovation
CPG disruption playbook: Insights from emerging brands
June 27, 2025
The CPG market is currently valued at approximately $2.3 trillion with a compound annual growth rate (CAGR) exceeding 4%. It's predicted to reach $2.8 to $3.4 trillion by 2030-2034. Around 30,000 new ...
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Blog Advertising
CPG’s $50B media war chest: Why digital testing is a must
June 23, 2025
Overview: How much do CPG brands spend on marketing? The consumer packaged goods industry (CPG) is an extremely competitive, fast-moving and endlessly innovative sector. On average these companies ...
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milk wars
Blog Advertising
The milk wars: Big dairy vs plant-based milk campaigns — who’s winning the ad game?
June 10, 2025
“Got Milk?” “It’s like milk — but made for humans.” “Only real milk is real.” Since the late 1990s big dairy and plant-based milk brands like Silk, Oatly and Kiki have battled it out to claim the ...
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blue and pink gradient yogurt cups with strawberries on top
Blog Innovation
Gut feelings: What consumers really want from yogurt today
May 13, 2025
Once seen as a bit of a boring breakfast option, yogurt is now a category with a lot going on. Go to any yogurt section of your local grocery store and you’ll see what we mean. There are, of course, ...
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Blog Advertising
Full-funnel, full flavor: How CPG & QSR campaigns stay cutting-edge
May 9, 2025
The biggest brands aren’t guessing anymore. They’re constantly learning and turning those insights into a competitive edge. From AI-powered everything, including image generation and real-time ...
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Blog CPG
From insights to impact: How marketers drive CPG success
April 10, 2025
Great advertising moves consumers—not only to make purchases but also emotionally. It may make you laugh or call up a nice memory. Advertising can inspire you to pursue goals or to embrace your ...
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Blog Innovation
Prebiotic & probiotic perceptions: Consumers’ take on these trending beverages in 2025
April 9, 2025
Prebiotic and probiotic beverages have become a booming trend this year, with many new brands and flavors popping up seemingly everywhere. But what do consumers really think about these bubbly ...
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Blog Innovation
Inside the prebiotic & probiotic soda boom: Consumer trends and top picks
March 18, 2025
Prebiotic and probiotic sodas have grown in popularity as consumers look for healthier alternatives to traditional soda. They typically contain less sugar than traditional sodas, but they also offer ...
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Blog Advertising
AI won’t steal your snacks, but it will use CPG ads to sell them better: What marketers need to know
March 7, 2025
Have you had a snack today? If you’re like many people, the answer is “yes.” According to NeilsenIQ, the snack industry has captured $135B of consumer spending. It’s not all chips and cookies either; ...
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The Connected Insights Imperative

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