We recently hosted a webinar titled From Launch to Loyalty: Cutting Through Food and Beverage, where we dived deep into some of the biggest challenges Food and Beverage brands face today – and more importantly, how to overcome them. If you’re a marketer in the food and beverage industry, trying to cut through the noise, this post is for you.
The F&B landscape has never been more competitive. With thousands of new products launched each year – many of which fail – it’s crucial to have a smart, well-rounded marketing strategy to ensure your brand not only survives but thrives. And in our webinar, we broke down exactly how to do that.
Understanding Why Most F&B Products Fail
Did you know that 80% of new grocery product launches fail? That stat from The Grocer is a wake-up call for any brand hoping to bring a new product to market. During the webinar, Will and I shared insights into why so many new products miss the mark, and it’s not just about the product itself. The reality is that even the biggest brands, with massive marketing budgets, aren’t immune. Remember when Coca-Cola’s Innocent launched its dairy-free smoothie range? Despite ticking all the “right” boxes in terms of trends, the product was pulled from shelves because it just didn’t resonate with consumers.
This failure wasn’t due to the product being bad – it was due to the brand not cutting through the noise and connecting with consumers in the right way. And that’s where a focused marketing strategy comes into play.
What You’ll Learn in the Webinar
In From Launch to Loyalty, we walk you through practical comms strategies that will give your brand the edge it needs. Here are just a few of the key takeaways we cover:
- The Importance of Insight-Driven Marketing
Insight is the backbone of any great campaign. We dive into the data that informs our decisions and how understanding evolving consumer behaviours can shape your approach to launching and scaling products. - Case Studies from Industry Leaders
We don’t just talk theory. We explore real-world examples of brands that got it right. From the creative genius behind Surreal cereal’s challenger marketing tactics to how C4 Energy built a strong community-led approach – you’ll get valuable insights on what works. - Why a Strong Social Media Footprint Matters
Whether you’re launching a new product or trying to gain more shelf space in retail, your social media presence can be a game-changer. I share insider tips from a senior drinks buyer at one of the Big Four supermarkets on why they actively seek out brands that create buzz and have a cohesive marketing plan across multiple channels.
Why You Should Watch
If you’re looking to launch a new product or refresh an existing one, this webinar will give you the tools to do it effectively. I’ve spent over 25 years helping F&B brands gain traction and stand out in crowded markets, and I’m sharing some of the best strategies we’ve learned along the way. Whether it’s using influencer marketing to build an audience before hitting shelves, or crafting integrated PR campaigns that generate buzz – this session is packed with actionable insights.
Join the Webinar Replay
Want to learn how to navigate the challenges of today’s fragmented media landscape and come out on top? Watch the replay of *From Launch to Loyalty* and discover the practical strategies that could make all the difference for your brand.
Let’s make sure your next product launch thrives.
About The Author
