The consumer packaged goods (CPG) category is more crowded and competitive than ever with new products and innovations launching at rapid-fire speed. Today’s emerging brands are jockeying for shelf space, social virality and consumer attention while simultaneously navigating tight budgets and resources.
For new CPG brands, this landscape can feel intimidating. That's why at H5, we prioritize smart PR strategies and understand the right storytelling and marketing levers that are both cost-efficient and tailored to highlight brands’ standout qualities, ultimately moving the needle. As an independent agency, H5 has the unique ability to bring emerging brands to the forefront of conversations (both industry and consumer) through holistic and agile campaigns that deliver impactful earned results. We become part of the brand team, and we jump on trends, leverage culture, and move quickly to tell the right stories at the right time.
Below are two examples where we helped emerging brands successfully rise above the noise:
Ritual Zero Proof: Creating a Category with an Authentic Narrative
In today’s competitive market, authenticity wins. When a brand understands its foundational narrative and boldly follows the flow of culture, a more genuine and compelling connection is formed with consumers.
Working with emerging brand Ritual Zero Proof, the first non-alcoholic spirit alternative on the market to mimic traditional spirits, H5 was tasked with bringing the brand into the mainstream as the leader of an entirely new category. Telling the Ritual Zero Proof story meant telling a story of shifting consumer habits and how this demonstrated category demand – ultimately positioning Ritual Zero Proof as a first-of-its-kind, next-gen product poised for massive growth.
Leading with what makes Ritual Zero Proof unique and making the founders personalities in their own right, tapping them to discuss the ‘why’ behind the brand and business success, we achieved significant earned media results including placements in priority outlets like Forbes, New York Times, Food & Wine, Refinery29 and InsideHook. In turn, we helped sell out the brand’s initial six-month supply in just six weeks.
From innovative solutions to one-of-a-kind products and real founding backstories, leaning into what makes a brand standout (and identifying who that matters to most) is the first step in building audience recognition and trust.
ZENB: Making Real-Time Connections with Retailer Sampling Programs
Building consumer trust for emerging brands requires personal facetime. Retailer tactics and sampling activations allow brands to meet consumers in real-time and establish trial and trust all at once.
In fact, these tailored strategies are one of H5’s specialties. By blending retail and influencer know-how, we’ve helped emerging brands maximize impact without overusing resources.
Take H5 client ZENB, a gluten-free pasta alternative. As product began hitting shelves at new retailers nationwide, we rallied influencers in key markets to capture authentic in-store content to promote product availability and drive purchase.
After introducing the brand to audiences via social media, H5 took the strategy a step further and brought ZENB into the real world for consumers to taste and believe for themselves. We set up shop in retail aisles in key markets, industry trade shows like Expo West and high-traffic community events like Chicago Cubs games to meet consumers directly where they were. Building on the credibility we established on social media, these on-site experiences turned into valuable conversion and community growth.
By tapping into social storytelling, where most consumers discover emerging products, and then taking the narrative offline and into the aisle, we successfully expanded reach, demonstrated demand, strengthened retailer relationships and delivered meaningful results.
Breaking Through the CPG Noise
The CPG market is highly competitive, but the brands that stay true to what makes them unique are the ones that can thrive. Breaking through the CPG noise requires sharp thinking, nimble strategies and scrappy creativity. Championing and supporting emerging brands in both the early stages of their journey and through mainstream success has always been, and will continue to be, at the core of H5.
If you are an emerging brand, check out our capabilities to learn how we can support your goals.