Consumer Packaged Goods
Helping CPG Companies Create Brand Craving.
Belief Based Brands
CPG brands are constantly challenged with telling a compelling and differentiated brand story. When launching breakthrough innovation, brands need clever ways to introduce new products that are efficient and effective to achieve strong trial. In today’s ever-challenging culture, belief-based brands are experiencing accelerated growth while making a positive impact in society. Ultimately, winning the hearts and minds of discerning consumers requires thinking differently and taking a stand that aligns with your purpose.
Brand Craving
We believe iconic brands don’t just connect with people; they create brand craving—an inextricable pull so powerful that it defies traditional functional benefits. Whether you’re the category leader or a challenger brand, BVK is positioned to help you go beyond basic connection to create that irresistible brand craving, and ultimately improve lives.
How it Works
Planning
Led by our team of planners, researchers and cause marketing experts, our values-based positioning helps CPG companies discover an ownable, relevant and sustainable core human value. The intersection of your brand’s vision, tensions in today’s culture and consumer needs.
Strategy
With subject matter experts spanning brand strategy, paid media earned media and owned media, we are well-suited to partner with established or emerging start-ups to transform them into brands that are socially and sustainably focused and loved by future generations.
Integrated Campaigns
BVK believes in creating integrated campaigns that stretch across channels to make the most of your messaging, no matter how big or small the budget.
Jumpstart
For both new and emerging brands, we offer a suite of services including paid media, shopper marketing, paid social and other retail support tactics to help ignite velocities and build a distribution story to grow at the pace you can control.
Innovation
We understand how critical it is to have a well-oiled new product pipeline and roadmap of growth opportunities. We bring decades of experience guiding fortune 100 companies in identifying growth opportunities and converting them into pipelines. Services include:
- Catalyst – Opportunity area framework
- BVK Ideator – Online collaboration ideation platform
- Fast-Forward Concept Creation & Optimization
- Brand Identity – New brand design, naming and positioning
CPG Work
Crunchmaster
A Fresh Crunch Heard Far Beyond the Cracker Aisle
TH Foods manufactures great tasting, better-for-you snacks. Their Crunchmaster brand needed to increase volume and distribution within the conventional grocery channel to appeal to a wider, younger audience without alienating loyal customers. With a hard-to-recognize brand name and almost no new product launches in years, Crunchmaster was prime for a new brand identity. Guided by research, BVK made the case to launch a new brand identity supported by a fresh brand campaign. The results? For starters, a 21.9% dollar volume sales increase versus the previous year during the campaign timeframe.
Carmex
Classic Lip Care Gets a Rejuvenating Make Over
Carmex’s classic lip balm is an all-time fan favorite. For over 80 years, it has reliably and effectively soothed and healed. Even as the company became the fastest growing lip balm brand in the category, they needed to find a way to make the brand feel fresh. BVK launched an integrated earned media strategy that brought Carmex’s fresh personality to life and earned 73.7MM unique social campaign visitors resulting in over 6.6MM engagements and 2.9MM video views.
Want to learn more about BVK CPG marketing?