Georgia-Pacific's integrated response. Charmin's empathy play. Cottonelle's #ShareASquare. How the 2020 toilet-paper crisis set the modern CPG crisis-comms template.
Keurig Dr Pepper assembled $50B in beverages through JAB-backed M&A. The engines cite Snapple, 7UP, Dr Pepper, Keurig. They miss the parent. The third holdco mapped.
EPR's Food & Beverage Communications pillar — the nine sub-segments, the press pool, the disciplines, the firms, and the brands defining the field.
The selfie stick was the textbook 2014–2015 consumer-tech fad. Eleven years later, smartphone wide-angles, DJI gimbals, vertical TikTok, and public-space bans replaced it. The PR lesson, graded in 2026.
General Mills runs one of the most disciplined house-of-brands operations in CPG. Cheerios, Pillsbury, Betty Crocker, Yoplait, Nature Valley, Annie's, Häagen-Dazs. The architecture, the character IP, the major acquisitions, and the cereal category posture.
Celsius Holdings is one of the more interesting small-cap PR stories in U.S. beverage — a brand carving a fitness-and-wellness position in a category dominated by Red Bull, Monster, and Rockstar. The positioning, the PR challenges, and where the strategy needs to evolve.
Dad-vertising emerged as a named marketing trend when brands began featuring fathers in marketing that had previously been aimed almost entirely at mothers. The trend, what it actually revealed, and the broader household-buyer principle underneath it.
Facebook marketing for consumer brands — the four-component stack, the Coca-Cola Share a Coke architecture, P&G's multi-brand page approach, Meta's advertising platform capabilities, and what doesn't work.
Using free giveaways to maximize sales continues to operate as one of the more substantial recent corporate communications and marketing disciplines across multiple categories. The substantial sampling infrastructure emphasis, the substantial brand introduction emphasis, the substantial customer acquisition focus, the substantial loyalty integration, and the broader earned media amplification.
Also, regardless of the period, people like to laugh - this is the second important conclusion of the research.