Storytelling of the Future: Strategies to Maximize Varying Channels & Touchpoints

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Explore future CPG marketing insights with Erin Caffrey, emphasizing authenticity and omnichannel strategies.

"I'm not here to talk about AI or augmented reality; it's about every new effort being credible and authentic." — Erin Caffrey, Head of Marketing Communications & Brand PR for Lindt and Sprüngli

At the recent Brand Innovators Summit hosted by Church & Dwight, industry leaders came together to explore the evolving world of consumer packaged goods (CPG) marketing.

A standout session featured Erin Caffrey, Head of Marketing Communications & Brand PR for Lindt and Sprüngli, with moderator Alicia Hines, Director, Customer Success at Suzy. Their discussion shed light on the crucial role of authenticity and omni-channel strategies in today’s fast-paced market.

Here are the top 6 takeaways from their conversation:

1. Curiosity and Problem-Solving Drive Success

Caffrey shared her career journey, emphasizing how curiosity and a problem-solving mindset have been key drivers of her success. Rather than focusing solely on climbing the corporate ladder, Caffrey prioritized gaining knowledge and addressing challenges. This approach has allowed her to thrive in various roles at major brands like PNC, Coca-Cola, Mondelez, and now Lindt and Sprüngli. Caffrey's experiences highlight the importance of adaptability and continuously seeking new learning opportunities.

 2. The Power of Earned Media

Earned media plays a significant role in building brand credibility and consumer trust. Tapping into third parties, such as journalists, bloggers, and influencers, allows brands to share their stories in a way that feels authentic and trustworthy. Caffrey explained that, "Earned media allows third parties to speak the truth of your brand, enhancing authenticity and driving genuine engagement." This type of media can be more impactful than traditional advertising because it often feels more genuine to the audience.

3. Integrating Consumer Insights

Moderator Alicia Hines stressed the necessity of integrating consumer insights into marketing strategies. She explained that by leveraging AI-driven quantitative and qualitative research, brands can better understand and adapt to cultural trends. Hines pointed out that bringing the consumer into the heart of marketing decisions helps brands remain competitive in a fast-paced market. By understanding consumer behavior and preferences, brands can tailor their strategies to meet the evolving needs of their audience.

4. Authenticity in High-Stakes Campaigns

One of the standout examples shared was Lindt's "Life is a Ball" Super Bowl ad campaign. Despite being a high-production, high-stakes environment, Lindt managed to maintain authenticity by engaging influencers who genuinely love the brand. Instead of opting for a traditional celebrity endorsement, they chose influencer Kylie Kelce, wife of former Eagles player Jason Kelce. Her genuine enthusiasm for Lindor truffles resonated with audiences. This approach helped Lindt break through the noise and connect with consumers on a more personal level.

 5. Balancing Brand Control with Authentic Storytelling

Lindt's Mother's Day campaign illustrated the importance of balancing brand control with authentic storytelling. Caffrey described how they allowed influencers to convey Lindt's message in their own unique voices. For instance, a Boston-based comedian and her mother were given creative freedom to create content that felt genuine and relatable. The only restriction was a minor edit to avoid showing them drinking wine, which didn't align with the brand's image. This strategy demonstrated that allowing influencers some creative freedom can lead to more engaging and effective marketing.

 6. The Future Lies in Authenticity and Credibility

Both Caffrey and Hines agreed that the future of CPG marketing lies in maintaining authenticity and credibility across all channels. Younger consumers, in particular, are increasingly rejecting artificiality in favor of genuine, relatable content. Caffrey emphasized, "Every time you do something new, it's got to be credible, it's got to be authentic." Hines added that in an era where trust in digital content can be tenuous, brands must prioritize relatability and authenticity to build meaningful connections with their audience. This focus on authenticity will be crucial for brands looking to establish trust and loyalty among their consumers.

Last words

The Brand Innovators Summit hosted by Church & Dwight highlighted the pressing need for brands to embrace authenticity in their marketing efforts. Erin Caffrey and Alicia Hines provided a roadmap for navigating this complex landscape, emphasizing the importance of consumer insights, earned media, and genuine storytelling. As the CPG industry continues to evolve, those who prioritize credibility and authenticity will undoubtedly lead the way.

By implementing these strategies, brands can not only survive but thrive in today's dynamic market, building lasting connections with their consumers and driving meaningful growth.

For more takeaways and industry insights, be sure to watch the full session today!