FMCG brands compete for seconds of attention on the shelf. They are visible, disposable and fast-moving by design. The challenge is to stand out in crowded aisles while building long-term loyalty. Campaigns here are bold, packaging is critical, and price competition is relentless.

Behavioural signals

• Packaging as prime media. Shelf impact matters more than most channels.
• Promotions as norm. Multi-buy, limited editions, seasonal tie-ins.
• Lifestyle projection. FMCG trades on aspiration as much as product.
• Brand stretch. Sub-brands and flavour variants.
• Distribution focus. Presence across supermarkets and convenience stores.

Expression fit

• Familiar. Comfort food, heritage staples.
• Breaker. Bold, disruptive packaging and campaigns.
• Mover. Fast-response, opportunistic new product development.

Others: Caregiver (family-oriented), Sophisticate (premium ranges), Liberator (energy drinks).

Media and channels

• Mass TV and outdoor campaigns.
• In-store POS and shopper marketing.
• Social media for launches and lifestyle.
• Sampling and experiential activations.
• Digital coupons and loyalty apps.

What to avoid

• Over-extending sub-brands.
• Poor packaging legibility.
• Promotions that devalue long-term brand equity.
• Inauthentic lifestyle positioning.

Summary

FMCG is about impact and repetition. Brands succeed when they combine strong packaging signals with campaigns that keep them in cultural circulation. Energies clarify whether they lean on comfort, humour or speed.

Featured brands

• McVitie’s
• Coca-Cola
• Unilever
• Nestlé
• Walkers
• Cadbury