CONSUMER PACKAGED GOODS
To stand out in an increasingly competitive industry,
you need to make the most of every opportunity.
WE MAKE EVERY WORD MATTER
In CPG, being better isn’t enough—you have to sound different, feel meaningful, and be top of mind during more buying occasions. We use behavioral science and Language Strategy to turn messaging into a competitive advantage by finding the words that make people notice, care, and choose.
We’re a Language Strategy® firm founded on the idea that it’s not what you say that matters, it’s what people hear. We’re masters at finding exactly the right words to maximize the effectiveness of messages, change behavior, and drive action.
WE HELP YOU FIND
THE WINNING LANGUAGE TO:
BREAK THROUGH THE CLUTTER
We leverage linguistics and behavioral science to turn forgettable messaging into words that help you stand out and own space in the consumer’s mind. Our language makes your brand and products instantly recognizable and impossible to ignore.
REFRESH YOUR POSITIONING
Relevance starts with the right language. We help brands evolve tired positioning by rethinking how they talk, modernizing the language of benefits, claims, and category role to reignite relevance and attract new buyers.
MOVE FROM INSIGHT TO IMPACT
We translate research into strategic message architectures, from sharp claims, compelling narratives, and persuasive proof points that align brand, pack, and shelf to move consumers.
How we’ve helped some of
the biggest names in CPG:
CREATING DISTINCTION TO STAND OUT IN A CROWDED SPACE
PepsiCo’s Pure Leaf is a premium tea, but consumers didn’t perceive it that way. Through research, we discovered that shifting the focus from ingredients to the true craftsmanship of Pure Leaf’s premium tea leaves could elevate their product above the rest—and strengthen its category leadership.
DEFINING A NEW CATEGORY
To drive a successful launch for their new frozen Complete Family Meal Kits, Stouffer’s needed to reframe perceptions around frozen food and make-at-home meal kits. Instead of talking about how “easy and healthy” the meals were, we shifted the way they communicated by using the language of home cooking (“chopped and measured ingredients”) to make their meals sound less processed.
USING DISTINCTIVE LANGUAGE TO STAND APART
Hulu was having trouble expressing its true, distinct value. To do that, they needed to broaden the definition of what “TV” means. Our research, learnings, and recommendations encouraged Hulu to shift from defining themselves as “TV”… to centering around the idea and core value of “All Your TV in One Place,” which they used in a compelling brand campaign.
CHANGING THE NARRATIVE
After years of telling a story around the great health and lifestyle benefits of orange juice, Tropicana needed to change an increasingly negative narrative around the high sugar content in orange juice. By reframing the message away from all the good stuff that’s in juice, and instead focusing on all the bad stuff that’s not in juice, we helped Tropicana address what people were actually thinking and concerned about.
WE PARTNER
WITH CPG TEAMS TO:
Create distinctive assets
Optimize claims
Reframe category benefits
Define brand narratives
Position or reposition brands/products
Modernize brands
Develop messaging (package, POS, digital, ad)
Build mental availability
Perform creative concept testing
HOW WE WORK:
We believe the best outputs come from the best inputs…
So we work with you to expand the range of language and framing to bring into testing.
We believe that communication is emotional…
So we use a testing methodology designed to generate instantaneous, visceral reactions.
We know that messages take many forms, in many different channels…
So we deliver a Language Strategy that can be easily activated and brought to life in a range of formats.